Information Package / Course Catalogue
Global Marketing
Course Code: ISL405
Course Type: Required
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The aim of this course is to explain the importance of international marketing and to provide information about foreign market conditions.

Course Content

global marketing concept, general concept of global economic relations, the global product movement, reasons that lead companies to the global markets, globalization phenomenon and impacts on marketing, globalization process of companies, micro-environmental factors at global marketing, macro environment factors at global marketing, Global marketing strategies: market segmentation and targeting, global marketing positioning, global marketing mix, product and brand decisions, pricing decisions, distribution channels and physical distribution decisions, marketing communication decisions.

Name of Lecturer(s)
Lec. Esma ACAYIP
Learning Outcomes
1.Defines the concepts of international marketing.
2.Explains global marketing strategies.
3.Applies criteria used in selecting target markets.
4.Analyzes cultural, economic, and political environments.
5.Evaluates global product, pricing, distribution, and promotion decisions.
6.Prepares an international marketing plan.
Recommended or Required Reading
1.ALTINBAŞAK, İpek; Akyol, Ayşe; Alkibay, Sanem; vd., Küresel Pazarlama Yönetimi, Beta Yayın, İstanbul, 2008
Weekly Detailed Course Contents
Week 1 - Theoretical
The Concept of International Marketing and Internationalization Process
Week 2 - Theoretical
Multinational enterprises
Week 3 - Theoretical
Environmental Factors Affecting International Marketing
Week 4 - Theoretical
International Marketing Planning
Week 5 - Theoretical
International Marketing Research
Week 6 - Theoretical
Market Segmentation and Target Market Selection International Marketing
Week 7 - Theoretical
International market entry strategies
Week 8 - Theoretical
Product Policy and the International Centre
Week 9 - Theoretical
The International Centre for Marketing Pricing
Week 10 - Theoretical
Decisions of the International Centre for Marketing Distribution
Week 11 - Theoretical
International Marketing, Promotion Activities
Week 12 - Theoretical
International Marketing Organization and Control
Week 13 - Theoretical
Student Presentations
Week 14 - Theoretical
Discussion, problem solving for the final exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Midterm Examination125126
Final Examination128129
TOTAL WORKLOAD (hours)125
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
OÇ-1
5
4
4
3
4
3
2
4
3
3
OÇ-2
5
4
4
3
4
3
2
4
3
3
OÇ-3
4
4
4
3
4
3
2
4
3
3
OÇ-4
4
4
4
3
4
3
2
4
3
3
OÇ-5
4
4
4
3
4
3
2
4
3
3
OÇ-6
4
4
4
3
4
3
2
4
3
3
Adnan Menderes University - Information Package / Course Catalogue
2026