| 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.
|
| 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
|
|
| 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
|
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
|
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
|
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 |
|
| 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 |
|
| 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 |
|
| |
Program Outcomes |
Level of Contribution |
| 1) |
He/she has in-depth information required by the legal, social and environmental framework in which all transportation operations, especially aviation, are involved. |
|
| 2) |
He/she has advanced theoretical and practical knowledge, supported by books, equipment and other sources containing up-to-date information on air transportation / logistics. |
|
| 3) |
He/she has sufficient knowledge for the technical aspects of air transportation and logistics. |
|
| 4) |
He/she has sufficient legal knowledge on basic issues related to international trade and business. |
|
| 5) |
He/she uses theoretical and practical knowledge in aviation business management, logistics, transportation and business management solutions together. |
|
| 6) |
He/she uses theoretical and applied knowledge in mathematics, science and transportation together to solve operational problems. |
|
| 7) |
He/she identifies, defines, formulates and solves basic problems related to the field of air transportation / logistics. For this purpose, he/she selects and applies appropriate analytical methods and modeling techniques. |
|
| 8) |
He/she analyzes a system, system component or process and designs it under realistic constraints to meet desired requirements; applies modern design methods accordingly. |
|
| 9) |
He/she selects and uses modern and technical tools required for basic applications in air transportation / logistics. |
|
| 10) |
He/she independently conducts a comprehensive advanced level study in air transportation / logistics. |
|
| 11) |
He/she accesses information by doing research, uses databases and other information resources. |
|
| 12) |
He/she works effectively in multidisciplinary teams and takes responsibility. |
|
| 13) |
He/she plans project development studies in the field and manages related activities. |
|
| 14) |
He/she organizes, plans and directs teamwork in air transportation / logistics related comprehensive projects. |
|
| 15) |
With the awareness of the necessity of life-long learning, he/she follows science and technology developments in aviation management, logistics and transportation and renews himself/herself constantly. He/she also evaluates the knowledge / skills acquired in the field with a critical thinking. |
|
| 16) |
He/she works individually and in multi-disciplinary teams in aviation management, national and international transportation and logistics environments both in theoretical and applied fields. |
|
| 17) |
He/she selects and uses modern and technical tools necessary for air transport / logistics applications. |
|
| 18) |
He/she communicates effectively with relevant people and institutions, being aware of the universal and social effects of applications and solutions in the aviation field. |
|
| 19) |
He/she develops solutions to problems and shares his ideas in writing and verbally, supporting them with quantitative and qualitative data. |
|
| 20) |
He/she has a comprehensive understanding about management of aviation companies, safety and security issues in aviation, air law, airport operations and technical aspects of aviation specific applications. |
|
| 21) |
He/she is aware of the aviation principles and values. He/she has professional and ethical responsibility. |
|
ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
