| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Analyze and explain the planning processes of international marketing activities.
- Identify the target market selection strategies of firms aiming to enter international markets.
- Analyze positioning strategies designed for targeted markets.
- Evaluate the entry methods of firms in global markets.
- Analyze product and brand decisions in international markets.
- Assess pricing strategies in international markets.
- Explain promotion strategies in international markets.
- Examine distribution and logistics activities in international markets.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None. |
|---|
| Course Description | This course covers the environmental factors influencing international marketing decisions, market selection, and research, as well as strategies related to international product, pricing, distribution, and promotion. Students will examine the strategic decision-making processes and practices in international marketing and analyze the strategic approaches firms take toward global markets. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introduction to the course |
|
2nd Week |
Introduction to international marketing |
|
3rd Week |
International marketing environment |
|
4th Week |
International marketing environment |
|
5th Week |
Segmentation, targeting, and positioning |
|
6th Week |
Global market entry strategies |
|
7th Week |
Global market entry strategies |
|
8th Week |
Midterm exam |
|
9th Week |
Brand and product strategies in global markets |
|
10th Week |
Pricing strategies in global markets |
|
11th Week |
Distribution strategies in global markets |
|
12th Week |
Communication strategies in global markets |
|
13th Week |
Discussion |
|
14th Week |
Discussion |
|
| Recommended or Required Reading | Keegan, W. J., & Green, M. C. (2019). Global marketing (10th ed.). Pearson. |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Project
- Discussion
- Questions/Answers
- Case Study
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Assignment |
1 |
10 |
| Total(%) |
|
50 |
| Contribution of In-term Studies to Overall Grade(%) |
|
50 |
| Contribution of Final Examination to Overall Grade(%) |
|
50 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
2 |
28 |
| Preparation for Final exam |
1 |
35 |
35 |
| Course hours |
13 |
3 |
39 |
| Preparation for Midterm exam |
1 |
25 |
25 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
1 |
15 |
15 |
| Total Work Load | 144 |
| Total Work Load / 30 (h) | 4.8 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | English |
|---|
| Work Placement(s) | No |
|---|
