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

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 352	D	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:	Teoman Duman , Prof. Dr. Teoman Duman
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:
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	Course introduction Chapter 1 Introduction to Global Marketing Chapter 2 The Global Economic Environment Case write-up and presentation example: Case study 1 – Case 1.2. McDonald’s (p. 53)
2	Chapter 3 The Global Trade Environment Chapter 5 The Political, Legal, and Regulatory Environments Case study 2 – Case 2.1. Venezuela (p. 60, 89) Case study 3 – Case 3.1. Global Trading Partners and Economic Growth (p. 92, 121)
3	Chapter 4 Social and Cultural Environments Chapter 6 Global Information Systems and Market Research Case study 4 – Case 4.1. Tourism in Venice (p. 126, 150) Case study 5 – Case 5.1. Western Sanctions and Russia (p. 156, 186)
4	Chapter 7 Segmentation, Targeting, and Positioning Case study 6 – Nestle in Middle East (p. 194, 223) Case study 7 – Chinese Luxury Goods Market (p. 228, 259)
5	Chapter 8 Importing, Exporting, and Sourcing Case study 8 – Export-led Growth in East Asian Countries (p. 264, 290)
6	Midterm exam
7	Chapter 9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Case study 9 – Starbucks (p. 294, 320)
8	Chapter 10 Brand and Product Decisions in Global Marketing Case study 10 – Google (p. 324, 355)
9	Chapter 11 Pricing Decisions Case study 11 – Global Automakers Target Low Income Consumers (p. 358, 386)
10	Chapter 12 Global Marketing Channels and Physical Distribution Case study 12 – Walmart in India (p. 392, 422)
11	Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication Case study 13 – Coca Cola (p. 426, 451)
12	Chapter 15 Global Marketing and the Digital Revolution Chapter 16 Strategic Elements of Competitive Advantage Case study 15 – Africa 3.0 (p. 488, 512) Case study 16 – Volkswagen (p. 514, 541)
13	Chapter 17 Leadership, Organization, and Corporate Social Responsibility Case study 17 – Unilever (p. 548, 576) Wrap-up
14	Final Exam

Prerequisite(s):	None
Textbook:	Keegan, W. J. and Green M. C. (2017). Global Marketing. 9th ed. Pearson: Essex, England.
Other References:	None
Laboratory Work:	No
Computer Usage:	Yes
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.

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

No	Program Competencies	Cont.
Bachelor in Banking and Finance (3 years) Program
1	The students are gained the ability to look at the problems of daily life from a broader perspective. They gain the needed skills not only to understand economic problems in banking and finance but also to construct a model and defend in meaningful way.	5
2	They have knowledge about the finance and banking.	1
3	They have knowledge about the money and banking.	1
4	They have knowledge about the international finance and banking.	1
5	They have ability to use mathematical and statistical methods in banking and finance.	1
6	They know how to use computer programs in both daily office usage and statistical data evaluations in banking and finance department.	1
7	They have necessary banking and finance skills that needed in private and public sector.	1
8	They are intended to be specialist in one of departmental fields that they choose from the list of general economics, finance economics, public finance, corporate finance, finance management, international finance markets and institutions, banking and central banking, international finance and banking, money and banking, international trade and banking.	1
9	They have ability to utilize fundamental economic theories and tools to solve economic problems in banking and finance.	4
10	They are aware of the fact that banking and finance is a social science and they respect the social perspectives and social values of the society’s ethics.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Presentation	1	10
Case Study	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)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	2	32
Mid-terms	1	30	30
Assignments	1	20	20
Final examination	1	20	20
Other			0
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6