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INTERNATIONAL MARKETİNG PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
UIT306 INTERNATIONAL MARKETİNG 6 3 3 7

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Compulsory
Mode of Delivery of the Course Unit -
Coordinator of the Course Unit Assoc.Prof. SARP BAĞCAN
Instructor(s) of the Course Unit Assoc.Prof. ADNAN DUYGUN
Course Prerequisite No

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: The aim of this course is to provide students with knowledge and skills regarding the basic issues of international marketing and the international marketing mix.
Contents of the Course Unit: Introduction to international marketing, environmental analysis in international marketing, international marketing research, market segmentation, target market selection and positioning in international marketing, international market entry strategies and international marketing mix.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Analyze the environment in international marketing.
Implement international marketing research.
Compare strategies for entering international markets.
Explain segmentation, target market selection and positioning in international marketing.
Define the international marketing mix.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Creating the first impression in the student, preparing the presentation about the course content and methods Introduction to International Marketing LECTURE, PRESENTATION, SAMPLEMENT
2 Literature research and course preparation Environmental Analysis in International Marketing-1 LECTURE, PRESENTATION, SAMPLEMENT
3 Literature research and course preparation Environmental Analysis in International Marketing-2 LECTURE, PRESENTATION, SAMPLEMENT
4 Literature research and course preparation International Marketing Research LECTURE, PRESENTATION, SAMPLEMENT
5 Literature research and course preparation Market Segmentation, Target Market Selection and Positioning in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
6 Literature research and course preparation International Market Entry Strategies-1 LECTURE, PRESENTATION, SAMPLEMENT
7 Literature research and course preparation International Market Entry Strategies-2 LECTURE, PRESENTATION, SAMPLEMENT
8 - MID-TERM EXAM -
9 Literature research and course preparation Product and Service Decisions in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
10 Literature research and course preparation Brand Decisions in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
11 Literature research and course preparation Standardization, Adaptation and New Product in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
12 Literature research and course preparation Pricing Decisions in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
13 Literature research and course preparation Distribution (Place) Decisions in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
14 Literature research and course preparation Promotion Decisions in International Marketing LECTURE, PRESENTATION, SAMPLEMENT
15 Literature research and course preparation International Business Examples LECTURE, PRESENTATION, SAMPLEMENT
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Kozlu, C. (2015). Uluslararası Pazarlama İlkeler ve Uygulamalar. (14. Baskı), İstanbul: Türkiye İş Bankası Kültür Yayınları.
Taşkın, E. (2012). Uluslararası Pazarlama. (1. Baskı), Türkmen Yayınevi.
Karafakioğlu, M.(2019). Uluslararası Pazarlama Yönetimi. 10. Baskı, Beta Yayınevi.
Joshi, R.M. (2014). International Marketing. Oxford: Oxford UniversityPress.

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describe basic communication theories with the knowledge gained in public relations and publicity.
1
2
List the main features of communication in items.
2
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
2

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
2
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
1
3
Tell the basic concepts of public relations and advertising in detail.
2

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
2
2
Use the leadership, communication and presentation skills in occupational events.
3

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
2
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
1
3
Create communication programs within the public relations and advertising campaign.
2

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
2

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.
2

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.
3

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 13 3 39
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 0 0 0
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 6 10 60
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 4 9 36
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 39 0 179
Total Workload of the Course Unit 179
Workload (h) / 25.5 7
ECTS Credits allocated for the Course Unit 7,0