EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
COURSE INFORMATIONCourse 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 Informatics (3 years) Program | ||
1 | Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics. | 4 |
2 | Apply key theories to practical problems within the global business context. | 5 |
3 | Demonstrate ethical, social, and legal responsibilities in organizations. | 5 |
4 | Develop an open minded-attitude through continuous learning and team-work. | 5 |
5 | Integrate different skills and approaches to be used in decision making and data management. | 4 |
6 | Combine computer skills with managerial skills, in the analysis of large amounts of data. | 4 |
7 | Provide solutions to complex information technology problems. | 2 |
8 | Recognize, analyze, and suggest various types of information-communication systems/services that are encountered in everyday life and in the business world. | 4 |
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 |