INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
||Number of ECTS Credits
||Class Hours Per Week
||Total Hours Per Semester
|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.
- Chapter 1: Introduction to global marketing
- Chapter 3: Regional market characteristics and preferential trade agreements
- Chapter 4: Social and cultural environments
- Chapter 5: The political, legal and regulatory environments
- Chapter 7: Segmentation, targeting and positioning
- Chapter 8: Importing, exporting and sourcing
- Chapter 9: Global market entry strategies: Licencing, investment and strategic alliances
- Chapter 10: Brand and product decisions in global marketing
- Chapter 11: Pricing decisions
- Mid-term exams
- Chapter 12: Global marketing channels and physical distribution
- Chapter 13: Global marketing communications decisions I: Advertising and public relations
- Chapter 14: Global marketing communications decisions II: Sales promotion, personal selling, special forms of marketing communication
- Chapter 15: Global marketing and digital revolution
- Chapter 16: Strategic elements of competitive advantage
- Case Studies
| Midterm Exam(s)||1||30|
| Final Exam||1||50|
- • 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.
- Albaum, G. and Duerr, E. (2008). International Marketing and Export Management 6e, Pearson: London.
|ECTS (Allocated based on student) WORKLOAD
|Lecture (14 weeks x Lecture hours per week)||14||2||28|
|Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)||14||1||14|
|Midterm Examination (1 week)||1||1||1|
|Final Examination(1 week)||1||1||1|
|Preparation for Midterm Examination||1||14||14|
|Preparation for Final Examination||1||15||15|
|Assignment / Homework/ Project||5||5||25|
|Seminar / Presentation||5||5||25|