EBA 523 | Course Introduction and Application Information

Course Name
International Marketing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
EBA 523
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
Second Cycle
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This course intends to provide students with insights on global marketing environment and strategies; and enables them to apply product, pricing, communication and promotion decisions within global marketing environment.
Learning Outcomes The students who succeeded in this course;
  • Explain the global marketing environment.
  • Identify global market entry and expansion strategies.
  • Define global market segmentation, targeting and positioning.
  • Evaluate global product, price, distribution and promotion strategies.
Course Content The topics that are covered in this course are: Globalization; global marketing environment; global market entry and expansion strategies; global segmentation, targeting and positioning; global product, price, distribution and promotion strategies.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction and Course Orientation; Introduction to Global Marketing Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
2 Global Marketing Environment: Economic, Political and Legal Environment Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
3 Global Marketing Environment: Social and Cultural Environment Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
4 Global Market Entry and Expansion Strategies Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
5 Strategic Elements of Competitive Advantage Any Global Marketing book & articles from journals & newspapers
6 Segmentation, Targeting, Positioning Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
7 Case study Global Brand and Product Decisions Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
8 Global Brand and Product Decisions Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
9 Global Pricing Strategies Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
10 Global Marketing Channels and Physical Distribution Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
11 Global Marketing Communications Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
12 Global Marketing Communications Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
13 Implementing and Managing Global Marketing Strategies Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
14 Future of Global Marketing & Corporate Social Responsibility Evaluation of the course Global Marketing Management (2013), Keegan Global Marketing (2017), Keegan and Green
15 -
16 Review of the Semester  

 

Course Textbooks
References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
20
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
1
80
Total

Contribution of Semester Work to Final Grade
1
20
Contribution of Final Work to Final Grade
1
80
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
3
48
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
14
3
Field Work
Quizzes / Studio Critiques
Homework / Assignments
41
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
1
100
    Total
190

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest