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Description of Individual Course Units
| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits |
|---|---|---|---|---|---|
| 9204015162020 | GLOBAL MARKETING | 1 | 2 | 6,00 |
Level of Course Unit
Yüksek Lisans
Language of Instruction
Turkish
Objectives of the Course
The aim of this course is to analyze global market dynamics which also include firms and governments. The course covers issues like tracing changes in global market and turn these changes into opportunities. Furthermore, global market entry strategies and advantages and disadvantages of these strategies will also be discussed in the context of this course.
Name of Lecturer(s)
Learning Outcomes
| 1 | To be able to analyze elements of global marketing-mix |
| 2 | To be able to explain the role of financial, legal, social and political forces in building global marketing strategies |
| 3 | To be able to explain the procedure and methods of export-import trade process |
Mode of Delivery
Face to Face
Prerequisities and Co-Requisities
None
Recommended Optional Programme Components
None
Content of the Course
This course aims to provide a deep understanding about the difference between domestic and global marketing, the influence of international trade on domestic economy, to make detailed analysis of environmental factors influencing global marketing and Turkey.
Weekly Detailed Course Contents
| Week | Subjects (Theoretical) | Teaching Methods | Preparatory |
|---|---|---|---|
| 1 | Introduction to Global Marketing | ||
| 2 | Global Marketing Environment | ||
| 3 | Global Marketing Environment | ||
| 4 | Global Marketing Environment | ||
| 5 | Global Market Entry Process | ||
| 6 | Product Adaptation and Product Management | ||
| 7 | Pricing Strategies in Exporting | ||
| 8 | MIDTERM | ||
| 9 | International and Global Marketing Communications | ||
| 10 | Global Distribution Channels | ||
| 11 | Turkey EU relations | ||
| 12 | Turkey EU relations | ||
| 13 | Term Paper Presentations | ||
| 14 | Term Paper Presentations | ||
| 15 | Term Paper Presentations | ||
| 16 | FINAL EXAM |
Text Book / Material / Recommended Resources
Global Marketing, 3rd Ed., Warren J. Keegan and Mark C. Green, Prentice Hall, (2011) Onkvisit, S., Shaw J. J., International Marketing Analysis and Strategy, Prentice Hall, (1992) Kozlu, C., UluslararasıPazarlama, TürkiyeİşBankasıYayınları, (2000) Albaum, Gerald Edwin Duerr, International Marketing and Export Management 6/E, Prentice Hall Hollensen, SvendSvendHollensen Global Marketing: A Decision-Oriented Approach, 4/E, Prentice Hall, (2010) AlparslanÖzmen, NecdetTimur (Editörler), StratejikKüreselPazarlama, 2. Baskı, EfilYayın, 2013
Planned Learning Activities and Teaching Methods
Activities are given in detail in the sections of "Assessment Methods and Criteria" and "Workload Calculation".
Assessment Methods and Criteria
| Term (or Year) Learning Activities | Quantity | Weight |
|---|---|---|
| Midterm Examination | 1 | 100 |
| Total | 100 | |
| End Of Term (or Year) Learning Activities | Quantity | Weight |
| Final Examination | 1 | 100 |
| Total | 100 | |
| Term (or Year) Learning Activities | 50 | |
| End Of Term (or Year) Learning Activities | 50 | |
Work Pacement(s)
None
Workload Calculation
| Activities | Number | Time (hours) | Total Work Load (hours) |
|---|---|---|---|
| Midterm Examination | 1 | 2 | 2 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 16 | 3 | 48 |
| Self Study | 4 | 2 | 8 |
| Individual Study for Mid term Examination | 5 | 4 | 20 |
| Individual Study for Final Examination | 10 | 4 | 40 |
| Reading | 13 | 4 | 52 |
| Total Work Load (hours) | 171 | ||
Contribution of Learning Outcomes to Programme Outcomes
| PO 1 | PO 2 | PO 3 | PO 4 | PO 5 | PO 6 | PO 7 | PO 8 | PO 9 | PO 10 | PO 11 | PO 12 | PO 13 | PO 14 | PO 15 | PO 16 | PO 17 | |
| LO 1 | 5 | 4 | 4 | 5 | 5 | 4 | 4 | 4 | 5 | 5 | 5 | 4 | 5 | 4 | 5 | 5 | |
| LO 2 | 5 | 5 | 5 | 5 | 5 | 4 | 5 | 5 | 4 | 5 | 5 | 5 | 5 | 5 | 4 | 4 | 5 |
| LO 3 | 4 | 5 | 4 | 5 | 4 | 5 | 4 | 4 | 5 | 5 | 5 | 4 | 4 | 5 | 5 | 5 | 5 |
* Contribution Level: 1 Very low 2 Low 3 Medium 4 High 5 Very High