| 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) |
1- Has knowledge about art culture and aesthetic issues.
2-Has knowledge about art history which is specific to the field of art concerned.
3-Knowledge of art and design materials.
4-Has knowledge about art and design methods and techniques.
5-Has knowledge about legal regulations and procedures in the field of art concerned.
6-Has knowledge about the interdisciplinary interaction with which the related art field is related.
7-Has knowledge about research methods.
8- Has knowledge about methods of artistic criticism.
9-Knowledge of art and science ethics. |
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| 2) |
1-Provides theory and application integrity.
2. Uses methods and techniques related to the field of art.
3-Evaluates the interaction of the subdisciplines within the field of art.
4-Based on the analysis has the ability to interpret.
5-Develops multi-dimensional perception, thinking, designing, practicing ability.
6-Concrete sensory perception. |
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| 3) |
1-Works alone, independently and / or within the group, compatible and productive.
2- It takes place actively in project processes.
3-Share the original works about the field with the society and evaluate the results. |
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| 4) |
To be able to evaluate advanced knowledge and skills in the field with a critical approach,
- Being able to identify and learn learning needs.
- Being able to develop a positive attitude about learning life. |
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| 5) |
To be able to inform related persons and institutions about issues related to the field; to be able to transfer ideas and suggestions for solutions to problems in writing and verbally.
- To share ideas and suggestions for solutions to problems with experts and non-experts by supporting quantitative and qualitative data.
-To organize projects and activities for the social environment with social responsibility awareness and apply them.
- Can use a foreign language at least in the European Language Portfolio B1 General Level to monitor the information in the field and communicate with colleagues.
- To be able to use information and communication technologies with the computer software at least at the level of European Computer Use License Advanced level required by the field. |
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| 6) |
- Be able to carry out an advanced study independently of the field.
- Being able to take responsibility as individuals and team members to solve complex and unforeseen problems encountered in field related applications.
- Planning and managing activities for the development of employees under their responsibility in a project framework. |
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| 7) |
- To comply with social, scientific, cultural and ethical values in the process of collecting, interpreting, implementing and announcing results related to the field.
- The universality of social rights, social justice, quality culture and protection of cultural values and having adequate consciousness about environmental protection, occupational health and safety issues. |
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| 8) |
Has knowledge of artistic criticism methods. |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
