Ders Planı

ISTANBUL AYDIN UNIVERSITY

CLASS 3

CLASS 4

Lesson plan / INTERNATIONAL MARKETING

Lesson Information

Course Credit	2.0
Course ECTS Credit	4.0
Teaching Language of Instruction	İngilizce
Level of Course	Associate's Degree, TYYÇ: Level 5, EQF-LLL: Level 5, QF-EHEA: Short Cycle
Type of Course	Compulsory
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	Z
Course Coordinator	Instructor AYTEN NAHİDE KORKMAZ
Instructor (s)	Instructor OVAIS VOHRA\|Assist. Prof. Dr. YEŞİM UZUN
Course Assistant

Purpose and Content

The aim of the course	The objective of this course is to introduce global marketing concepts, strategies, methods and approaches. Students are endowed with the required theoretical and practical instruments to be specialized on international marketing and helped the development of firms on the international ground.
Course Content	The course content is comprised of global approaches to international marketing, global market positioning, strategic alliances, global production and pricing policies, distribution channels and promotions sources and strategies.

Learning Outcomes

Explains customs legislation
Demonstrate theoretical knowledge about import and export
Interprets Foreign Trade Legislation
Evaluates current issues related with the field.
Analyzes current informations about foreign trade
Comprehends foreign trade terminology in written and oral communication.
Explains export operations.
Explains import operations
Updates continuously all theoretical knowledge and apply it to the business life
Proposes solutions to adapt to different situations in business life.
Develops consciouness of responsibility
Operates in accordance with business ethics
Follows the current issues and developments on the field of international trade.
Applies information to the new situations
Improves proffessional foreign language skills
Develops the ability to communicate effectively with the colleagues.
Engenders conformity to teamwork
Improves the ability to takes initiative
Designs the work processes of the foreign trade departments of businesses.
Practices easily new advancements in the field of foregin trade.

Weekly Course Subjects

1	Global Marketing Concepts and approaches
2	Market Segmentation
3	Target market, Undifferentiated marketing, Differentiated Marketing, Niche Marketing
4	Market Positioning, Environmental Factors which affect market
5	The reasons of global marketing and Foreign Market Entry
6	Indirect and direct export, Export Management Companies, Piggybacking
7	Reasons for Overseas Production, Foreign Market Entry, Contract Manufacturing and Assembly, Advantages and Disadvantages of Contract Manufacturing and Assembly
8	Mid-term
9	Licensing, Franchising and the advantages and disadvantages of Licensing of Franchising
10	Joint Venture and Strategic Alliances and What are the advantages and disadvantages of Joint Venture and Strategic Alliances?
11	Product Policies
12	Price Policies
13	Distribution Channels
14	Promotion: Advertising, Public Relations, Sales Promotion, Personal Selling.

Resources

1-Hans Mühlbacher, Helmut Leihs et al. ed. International Marketing: A Global Perspective. London: Thomson, 2006.
2-Brad Kleindl. International Marketing. London: Thomson, 2005.

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