| Course Objectives: |
This course introduces students the importance of global marketing, management orientations, and forces affecting global integration and marketing. Students will become familiar with the global economic, social, cultural, political, legal and regulatory environments. They will learn the factors which are important for segmentation, targeting, positioning and global marketing mix strategies. Global information systems and market research, the digital revolution, and global e-commerce will be covered. Students will develop an understanding of the global competition, the strategic elements of competitive advantage, leadership, organization, and corporate social responsibility. |
| Course Content: |
Introduction to global marketing; global marketing environment; global information systems and market research; segmentation, targeting, and positioning; importing, exporting, and sourcing; global market entry strategies: licensing, investment, and strategic alliances; brand and product decisions in global marketing; pricing decisions; global marketing channels and physical distribution; global marketing communications decisions.
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| Week |
Subject |
Related Preparation |
| 1) |
• Identify the basic principles of marketing and define global marketing
• Discuss global marketing practices and strategies
• Discuss the growth of global market opportunities
• Describe the driving forces behind the increased pace of global integration
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| 2) |
• Summarize significant historical changes in the global economic environment
• Describe how economic measures of freedom help drive or hinder global business expansion and growth
• Describe the stages of market development
• Explain how global income distribution and population patters affect marketing decisions
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Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 3) |
• Describe how the political environment affects global marketing decisions
• Explain the significance of intellectual property rights, antitrust laws, and licensing agreements to global marketers
• Explain the roles of regulatory agencies and trade agreements in international trade
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Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 4) |
• Compare and contrast cultural classification methods
• Discuss methods for improving cultural understanding and perception
• Explain the significance of environmental sensitivity to global marketing
• Discuss cross-cultural complications and possible solutions
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Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 5) |
Define global, international and local markets
To explain the importance of customer value in international marketing strategy
International customers and consumers |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 6) |
midterm exam |
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| 7) |
To explain the components of international marketing information system
• Understand market information sources
• Explain the stages of the market research process
• Explain the stages of international market research |
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| 8) |
Explain international marketing tools to determine market segmentation, target audience and positioning strategies
• To explain the factors used in compartmentalizing international and global markets
• Explain the factors affecting the international product positioning strategy |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 9) |
• Explain the factors affecting the entry strategies to international markets
• Identify the elements to be used when determining export markets
• Define international market expansion strategies |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 10) |
• Explain factors that cause international competition
• Understand the differences between competition analysis in local and international markets
• Define strategic marketing tools in a competitive environment |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 11) |
• Explain the key factors that make up the product and positioning strategy
• understand strategic alternatives to international product positioning
• Define the main objectives and methods in international pricing strategies |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 12) |
• Define international distribution channels
• Explain the factors affecting the distribution channel strategy
• Understand the characteristics of distribution channels
• Define physical distribution channels and logistics tools |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 13) |
• Define international integrated marketing communications and understand the difference from advertising
• Explain the advantages and disadvantages of advertising standardization and adaptation
• Understand the tools used in international advertising campaigns and factors to consider when choosing an advertising agency |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 14) |
understand the organizational characteristics of successful companies
• To define different types of organizational structures
• To explain the factors affecting organization structure
• Ethics in International Markets |
Answer the review questions at the end of the chapter, be prepared to discuss in class. |
| 15) |
final exam |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level. |
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| 2) |
- To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field.
- To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence. |
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| 3) |
- To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication.
- To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts.
- To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level.
- To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field. |
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| 4) |
- To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs.
- To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level.
- Not to have gained awareness of lifelong learning. |
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| 5) |
- To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field.
- To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety. |
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| 6) |
- To be able to conduct a basic level study independently.
- To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field.
- To be able to carry out activities for the development of employees working under their responsibility within the framework of a project. |
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| 7) |
- To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources. |
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| 8) |
To be able to use the advanced theoretical and practical knowledge acquired in the field.
- Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence. |
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| 9) |
- To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally.
- To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data.
-To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility.
- To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.
- To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field.
- To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.
- To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety. |
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| 10) |
- To be able to critically evaluate the advanced knowledge and skills acquired in the field,
- Identify learning needs and direct learning.
- To develop positive attitudes about lifelong learning. |
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| 11) |
To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.
- To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety |
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| 12) |
- To be able to conduct an advanced study independently.
- To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field.
- To be able to plan and manage activities for the development of employees working under their responsibility. |
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