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 Economics (3 years) Program
1	Students define the fundamental problems of economics	3
2	Students describe key economic theories	3
3	Students critically discuss current developments in economics	3
4	Students appropriately use software for data analysis	1
5	Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic	3
6	Students apply appropriate analytical methods to address economic problems	1
7	Students use effective communication skills in a variety of academic and professional contexts	5
8	Students effectively contribute to group work	5
9	Students conduct independent research under academic supervision	5
10	Students uphold ethical values in data collection, interpretation, and dissemination	5
11	Students critically engage with interdisciplinary innovations in social sciences	5
12	Student explain how their research has a broader social benefit	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