INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2016-2017

SYLLABUS
Code Name Level Year Semester
MAN 380 International Marketing Management Undergraduate 3 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
5 115

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

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.

COURSE OBJECTIVE
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. Midterm
  10. Chapter 11: Pricing decisions
  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
    • Interactive Lectures
    • Presentation
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)130
    Term Paper120
    Class Deliverables110
    Total: 60
    Learning outcomes
      TEXTBOOK(S)
      • 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)133
      Final Examination(1 week)133
      Preparation for Midterm Examination7214
      Preparation for Final Examination14228
      Assignment / Homework/ Project12525
      Seminar / Presentation 0
      Total Workload: 115
      ECTS Credit (Total workload/25): 5