INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2012-2013

SYLLABUS
Code Name Level Year Semester
BUS 337 International Marketing Undergraduate 3 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Non-area Elective 5 54 English

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Teoman DUMAN, Prof. Dr.
[email protected] no email

COURSE OBJECTIVE
The purpose of this course is to introduce students with the concepts of international marketing. The course covers topics that pertain to marketing of goods and services in an international environment. Case studies and class discussions about the challenges of marketing in global environments will enhance student learning in this course. Some basic concepts covered in this course include regional market characteristics and preferential trade agreements, social and cultural environments, the political, legal and regulatory environments, importing, exporting and sourcing, global market entry strategies, brand, product and pricing decisions, global channel and communication decisions.

COURSE CONTENT
Week
Topic
  1. Chapter 1: Introduction to global marketing
  2. Chapter 3: Regional market characteristics and preferential trade agreements
  3. Chapter 4: Social and cultural environments
  4. Chapter 5: The political, legal and regulatory environments
  5. Chapter 7: Segmentation, targeting and positioning
  6. Chapter 8: Importing, exporting and sourcing
  7. Chapter 9: Global market entry strategies: Licencing, investment and strategic alliances
  8. Chapter 10: Brand and product decisions in global marketing
  9. Chapter 11: Pricing decisions
  10. Mid-term exams
  11. Chapter 12: Global marketing channels and physical distribution
  12. Chapter 13: Global marketing communications decisions I: Advertising and public relations
  13. Chapter 14: Global marketing communications decisions II: Sales promotion, personal selling, special forms of marketing communication
  14. Chapter 15: Global marketing and digital revolution

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Lectures
    • Presentation
    • Project
    • Assignments
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Project120
    Midterm Exam(s)120
    Presentation220
    Final Exam140
    Total: 100
    Learning outcomes
      TEXTBOOK(S)
      • Keegan, W. J. and Green, M. C. (2011). Global Marketing 6e. Pearson: London.

      ECTS (Allocated based on student) WORKLOAD
      Activities Quantity Duration (Hour) Total Work Load
      Lecture (14 weeks x Lecture hours per week)16348
      Laboratory / Practice (14 weeks x Laboratory/Practice hours per week) 0
      Midterm Examination (1 week)133
      Final Examination(1 week)133
      Preparation for Midterm Examination 0
      Preparation for Final Examination50
      Total Workload: 54
      ECTS Credit (Total workload/25): 2