Faculty of Economics and Social Sciences
Department of International Business

Code Name Level Year Semester
IBS 211 International Marketing and Brand Management Undergraduate 2 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
4 127

Instructor Assistant Coordinator
Mersid POTURAK, Assoc. Prof. Dr. Mersid poturak Mersid POTURAK, Assoc. Prof. Dr.
[email protected] [email protected] no email

As global economic growth occurs, understanding marketing in all cultures is increasingly important. International Marketing addresses global issues and describes concepts relevant to all international business executives, regardless of the extent of their marketing involvement.

The main objective of this course is to develop a managerial understanding of international marketing. This course will help students enhance their analytical, decision making and implementation skills in an intense, highly challenging project of developing an actual marketing plan. The course will place an equal emphasis on managerial and marketing issues faced by firms operating in many parts of the world. More specifically, this course will:
• examine the role of marketing in world markets ;
• provide an overview of business in the international context (structure, problems and opportunities, causes and results of performance, etc.);
• study marketing theory and management in light of vastly different political, cultural, legal, and economic environments abroad.

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


    • Interactive Lectures
    • Presentation
    • Assignments
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)130
    Term Paper120
    Final Exam140
    Total: 100
    Learning outcomes
    • Recognize the forces underlying the development of international business, and technique challenges that exist when entering the global marketplace, and how to understand and overcome them.
    • Demonstrate an understanding of the major differences between national and intern. marketing planning and identify the methods of market entry abroad.
    • A strategic framework for developing international marketing programs and tactics. By using appropriate analytical tools and techniques.
    • Keegan, W. J. and Green, M. C. (2013). Global Marketing 7e. Pearson: London.

    ECTS (Allocated based on student) WORKLOAD
    Activities Quantity Duration (Hour) Total Work Load
    Lecture (14 weeks x Lecture hours per week)14228
    Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)14114
    Midterm Examination (1 week)122
    Final Examination(1 week)122
    Preparation for Midterm Examination9218
    Preparation for Final Examination14228
    Assignment / Homework/ Project12525
    Seminar / Presentation11010
    Total Workload: 127
    ECTS Credit (Total workload/25): 5