COURSE INFORMATION Course Title: INTERNATIONAL MARKETING AND MANAGEMENT OF MULTINATIONAL ENTERPRISES

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 352	C	6	3	0	0	3	6

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Anuela Ristani , -
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:	E 213
Course Description:	Analysis of opportunities, distinctive characteristics, and emerging trends in foreign markets, including exploration of alternative methods and strategies for entering foreign markets; organizational planning and control; impact of social, cultural, economic, and political differences; and problems of adapting American marketing concepts and methods. This is accomplished through real life planning and implementation of an international marketing plan designed to market a product or service in a foreign country or countries.
Course Objectives:	Course objectives include; understanding the challenges of international business environments with respect to marketing of brands in different countries; being able to devise international marketing strategies for companies that plan to go global and critically evaluate international company experiences with case analyses.

COURSE OUTLINE

Week	Topics
1	Introduction to Global Marketing/ The Global Economic Environment
2	The Global Trade Environment/ The Political, Legal, and Regulatory Environments
3	Social and Cultural Environments/ Global Information Systems and Market Research
4	Week Off
5	Segmentation, Targeting, and Positioning
6	Importing, Exporting, and Sourcing
7	Mid-Term Exam
8	Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
9	Brand and Product Decisions in Global Marketing
10	Pricing Decisions
11	Global Marketing Channels and Physical Distribution
12	Global Marketing Communications Decisions I: Advertising and Public Relations/ Sales Promotion, Personal Selling, and Special Forms of Marketing Communication
13	Global Marketing and the Digital Revolution/ Strategic Elements of Competitive Advantage
14	Leadership, Organization, and Corporate Social Responsibility

Prerequisite(s):	none
Textbook:	Keegan, W. J. and Green M. C. (2017). Global Marketing. 9th ed. Pearson: Essex, England.
Other References:	none
Laboratory Work:	-
Computer Usage:	Students are expected to use MS office programs to present company cases and prepare their write-ups.
Others:	No

COURSE LEARNING OUTCOMES

1	Understanding international marketing environments and their effects on global companies.
2	Comprehending marketing functions in international companies.
3	Learning about how international companies use marketing to grow business.
4	Developing skills to prepare case analysis and presentation.
5	-
6	-
7	-
8	-
9	-
10	-

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Business Administration (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	5
2	Apply key theories to practical problems within the global business context.	5
3	Demonstrate ethical, social, and legal responsibilities in organizations.	4
4	Develop an open minded-attitude through continuous learning and team-work.	5
5	Use technology to enable business growth and sustainability.	4
6	Analyze data to make effective decisions.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Presentation	1	10
Project	1	20
Final Exam	1	30
Attendance		10
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	12	3	36
Hours for off-the-classroom study (Pre-study, practice)	12	2	24
Mid-terms	1	33	33
Assignments	1	24	24
Final examination	1	33	33
Other			0
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6