BA4718 INTERNATIONAL MARKETING
| Course Code: | 3124718 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Lecturer DENİZ ÇALIŞ |
| Offered Semester: | Fall Semesters. |
Course Objectives
An examination of the major elements of International Marketing including the definition, challenges and benefits of International Marketing, economic, political, legal, social & cultural environment in Global Markets, building International Marketing Intelligence, conducting competitive analysis and strategy; segmentation, targeting and positioning of global brands and services; entry and expansion strategies; Integrated Marketing Communication mix in Global Marketing and E-Marketing.
Learning Objectives from the lesson:
1. Understanding of Global Marketing concepts
2. Distinguish between international and domestic marketing.
3. Benefits and challenges of international marketing.
This course focuses on global marketing efforts of brands and institutions. Within the course context, a brand's marketing journey starting by market research and continuing with all the related marketing elements is taken into consideration in line with the global economic, political, legal, social, cultural and environmental issues
Upon completing this course, students are expected to understand
1. How economic, political, legal, social & cultural environment affects Global marketing decisions
2. The importance of building Marketing Information Systems and conducting strategic research,
3. The role of competitive Analysis in building strategies
4. Market segmentation, targeting and positioning of products and services;
5. Planning process & entry strategies;
6. Building Global Strategic Partnerships
7. How to develop an integrated global marketing plan
Course Content
Introduces the student to the global marketing environment including the global economy, cultural forces, and the political and regulatory climate. Explores how managers analyze global opportunities, buyer behavior, competitors, and marketing research. Describes global marketing strategies, foreign market entry options, and the global implications of managing the marketing mix.
Course Learning Outcomes
The main objectives of this course are to provide the students with:
- A basic understanding of the nature of Global Marketing
- The development of a marketing plan for a global brand or a global service
- The know- how related to implementing the global marketing plan.
Upon successful completion of this course, students should be able to:
- Demonstrate an understanding of Global Marketing Concepts and environments
- Demonstrate an understanding of Marketing tools for global targets and strategies
- Demonstrate an understanding of the importance of building global Marketing Information Systems
- Demonstrate an understanding of conducting strategic research
- Be able to participate in and present a team-based expertise
- Be sensitized to the various perspectives of the international business environment such as culture, ethics, politics etc.
Course Specific Skills:
- Understand setting objectives and strategy development as well as the application phases in global marketing.
- Understand conducting research and MIS management in global marketing
- Learn how to develop a unique global marketing plan for a company or an institution
Discipline Specific Skills:
- Understand customer reactions to global marketing concepts
- Knowledge about global brand building and management using global marketing tools
- Understand the rapid changes in the global environments
Personal and Key Skills:
- Agility
- Critical thinking
- Teamwork
- Presentation
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution