COURSE UNIT TITLE

: INTERNATIONAL MARKETING MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
EMB 7017 INTERNATIONAL MARKETING MANAGEMENT ELECTIVE 3 0 0 6

Offered By

Executive MBA

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR AYŞE GÜL BAYRAKTAROĞLU

Offered to

Executive MBA

Course Objective

The objective of the course is to develop an understanding of international marketing, to introduce students to an insight of the environmental factors affecting international marketing, and to provide the knowledge and skills necessary for the management of the international marketing function.

Learning Outcomes of the Course Unit

1   Distinguish between international marketing and marketing in the domestic context in order to analyze how companies operate in overseas markets.
2   Identify the areas of environment that affect a firm's international marketing in
3   Employ international marketing information to be able to monitor, search and evaluate an international market.
4   Apply segmentation, targeting, positioning tools to be able to assess a market to enter.
5   Examine the decision of standardization vs. adaptation to be able to design effective product, pricing, distribution and communication strategies in international markets.
6   Prepare an international marketing plan to be able to formulate and assess international marketing strategies.
7   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
8   Demonstrate high communication skills in presenting a report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to international marketing
2 The international marketing environment: Economic aspects
3 The international marketing environment: Political/legal and cultural aspects
4 International marketing information systems
5 Segmentation, targeting and positioning in international markets
6 Case study
7 Midterm
8 International marketing strategy: Product & Price
9 International marketing strategy: Product & Price
10 International marketing strategy: Distribution & Marketing Communication
11 International marketing strategy: Distribution & Marketing Communication
12 Evaluation of first draft of term project
13 Term project presentations
14 Term project presentations

Recomended or Required Reading

Keegan, W.J. (2002). Global Marketing Management. USA: Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecture, case study, project, presentations.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40

Further Notes About Assessment Methods

None

Assessment Criteria

1. Essays will be based on understanding, synthesis and evaluation of the text book and the lecture material.
2. Case analyses will be based on the application of knowledge, analysis, problemsolving and evaluative skills. The 10-page case report should contain (a) a brief overview of the company; (b) identification of problems; (c) development of alternative solutions; (d) evaluation of alternative solutions and (e) selection of the best solution and implementation plan.
3. Group project will be assessed on the wider application of knowledge to the design of an international marketing plan in an international market assigned to you by theinstructor. The 20-page project report should have a cover page, an introduction, a brief overview of the market selected, international product, pricing, distribution and communication strategies, their interaction and consistence, a clear conclusion based on analysis and references cited.
4. Presentations will be assessed on preparation, understanding, knowledge, capacity to structure, oral communication skills, ability to respond to questions and manage discussion.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparations before/after weekly lectures 13 1 13
Preparation for midterm exam 1 20 20
Preparation for final exam 1 20 20
Preparing assignments 2 20 40
Preparing presentations 1 5 5
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 141

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8
LO.15
LO.24
LO.35
LO.45
LO.55
LO.65
LO.75
LO.85

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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