COURSE UNIT TITLE

: GLOBAL MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TUI 6185 GLOBAL MARKETING ELECTIVE 3 0 0 8

Offered By

Tourism Management

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

ASSOCIATE PROFESSOR GÜRHAN AKTAŞ

Offered to

Tourism Management

Course Objective

The objective of this course is to examine global marketing processes, growth opportunities, and threats encountered in dynamic international trade environment. Topics may include cultural, economic, technological and legal environment of international business and marketing mix strategies.

Learning Outcomes of the Course Unit

1   To be able to recommend marketing mix strategies for tourism businesses in international markets
2   To be able to understand factors affecting decision making processes in international marketing
3   To be able to understand global marketing strategies analysis, design and implementation
4   To be able to design strategies to achieve sustainable competitive advantages by analyzing factors and applications of competitiveness in global marketing strategies
5   To be able to analyze international market entry strategies of businesses

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Global Marketing
2 Global Marketing Environment
3 Cultural Environments of Global Markets
4 Market Entry Strategies to Global Markets
5 Alternative Operations in Global Markets
6 Consumer behaviour in Global Markets
7 Global Product Strategies
8 Global Pricing Strategies
9 Global Distribution Channels Management
10 Global Promotion Strategies
11 Global Brands and Global Competitive Strategies
12 Presentations and Discussions
13 Presentations and Discussions
14 Presentations and Discussions

Recomended or Required Reading

Textbook(s):
Anne Marie FRANCESCO, Barry Allen GOLD, International Organizational Behavior, Second Edition, Pearson Prentice Hall, 2005.
Carol HARVEY, M.June ALLARD, Understanding and Managing Diversity, Second Edition, Pearson Prentice Hall, 2002.
Göksel ATAMAN, Işletme Yönetimi: Temel Kavramlar Yeni Yaklaşımlar, Türkmen Kitabevi, Istanbul, 2009.
Materials:
Articles in scientific and industry journals

Planned Learning Activities and Teaching Methods

1. Lecture
2. In-class discussions
3. Article evaluations
4. Case analysis
5. Homework

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


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. It is obligatory to attend at least 70% of the classes.
2. Violations of Plagiarism of any kind will result in disciplinary steps being taken.
3. Follow appropriate business etiquette regarding cell phones.
4. Home-works and presentations should be prepared based on the format given in the beginning of the semester.

Language of Instruction

English

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes.
2. Violations of Plagiarism of any kind will result in disciplinary steps being taken.
3. Follow appropriate business etiquette regarding cell phones.
4. Home-works and presentations should be prepared based on the format given in the beginning of the semester.

Contact Details for the Lecturer(s)

selin.yilmaz@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 11 3 33
Preparations before/after weekly lectures 13 8 104
Preparation for midterm exam 1 10 10
Preparation for final exam 1 10 10
Preparing assignments 1 30 30
Preparing presentations 1 9 9
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 200

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9
LO.1543353444
LO.2543453454
LO.3554443355
LO.4443444345
LO.5455535335

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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