INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2014-2015

SYLLABUS
Code Name Level Year Semester
MAN 379 International Marketing Undergraduate 3 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
5 123

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Mersid Poturak Mersid POTURAK, Assist. Prof. Dr.
[email protected] [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
  15. Chapter 16: Strategic elements of competitive advantage

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Lectures
    • Presentation
    • Project
    • Assignments
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Project120
    Midterm Exam(s)130
    Final Exam150
    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.
    TEXTBOOK(S)
    • Keegan, W. J. and Green, M. C. (2013). Global Marketing 7e. Pearson: London.
    • Albaum, G. and Duerr, E. (2008). International Marketing and Export Management 6e, 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)111
    Final Examination(1 week)111
    Preparation for Midterm Examination11414
    Preparation for Final Examination11515
    Assignment / Homework/ Project5525
    Seminar / Presentation5525
    Total Workload: 123
    ECTS Credit (Total workload/25): 5