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Language of Instruction
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English
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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BUSINESS ADMINISTRATION
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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Describing key theories and concepts related to internationalization and globalization.
Evaluating market entry strategies across different geopolitical and economic contexts.
Analyzing the effects of global political, economic, and sociocultural factors on marketing strategies.
Designing a comprehensive global marketing mix tailored to specific international markets.
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Course Content
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This course provides an in-depth examination of global marketing within the context of globalization and increasing interdependence among nations. It equips students with analytical tools, theories, and practical knowledge required to navigate international marketing environments. The course places emphasis on internationalization processes, market entry strategies, and the development of globally integrated marketing programs.
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Course Methods and Techniques
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-
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Prerequisites and co-requisities
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None
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Course Coordinator
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Asist Prof.Dr. SERAP SARP
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Name of Lecturers
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Undefined Yener Büyüknalbant
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
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Resources
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Global Marketing in the firm, Internationalization theories (LO1)
Development of International Competitiveness, Global marketing research (LO1, LO2)
Political, economic and social environment (LO3)
International market selection process, Choice of entry mode (LO1, LO2, LO3)
International Sourcing decisions (LO2)
Product, Pricing, Distribution and communication decisions (LO4)
Cross-cultural sales negotiation (LO1, LO2, LO3, LO4)
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Course Notes
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-
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