Information Package
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Program of International Trade and Finance

ULT222

INTERNATIONAL MARKETING

Course Code
ULT222
Semester
Fourth Term (Spring)
Theory+Practice
3 + 0
ECTS
5
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterFourth Term (Spring)
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Clarify the ways in which businesses enter the global market.
  2. Discuss environmental factors in global market conditions.
  3. Focus on consumer-based marketing strategies applied in the global market.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsULT221 PRINCIPLES OF MARKETING
Course DescriptionThis course mainly deals with environmental factors affecting international marketing decisions, foreign market selection and international product, price, distribution and marketing communication (promotion) strategies.
Course Contents
WEEK TOPICS
1st Week Introduction to the course
2nd Week Introduction to global marketing
3rd Week Environmental conditions in the global market
4th Week Segmentation strategies
5th Week Targeting strategies
6th Week Positioning strategies
7th Week Global market entry strategies
8th Week Midterm exam
9th Week Brand and product decisions in the global market
10th Week Pricing decisions in the global market
11th Week Distribution decisions in the global market
12th Week Communication decisions in the global market
13th Week Case study
14th Week Case study
Recommended or Required ReadingKeegan, W. J. and Green, M. C. (2013), Global Marketing, 7th Ed., Pearson.
Lecture Notes
Planned Learning Activities and Teaching Methods
  • Lecture
  • 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 40 40
Course hours 14 3 42
Preparation for Midterm exam 1 25 25
Laboratory (including preparation)
Final exam 1 1 1
Homework 1 10 10
Total Work Load147
Total Work Load / 30 (h)4.9
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1
K2
K3
K4
K5 X X X
K6
K7
K8 X X X
K9
K10