İŞL432

School of Economics and Administrative Sciences \ Business Administration

3

6

Compulsory

Turkish

İŞL 233

Management

This course aims to provide students with a global perspective on marketing and consumer behavior, building upon their foundational marketing knowledge. Designed to help students explore marketing in an international context, the course encourages critical thinking about global markets, decision-making in international marketing, and an understanding of international marketing theories and practices. Additionally, it fosters cultural awareness and strategic thinking in global business environments.

1. Arnold, D. (2000). Seven rules of international distribution. Harvard Business Review, 78(6), 131-137.
2. Hall, E. T. (1960). The silent language in overseas business. Harvard Business Review, 38(3), 87-96.
3. Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How Global Brands Compete. Harvard Business Review, 82(9), 68-75.
4. Keegan, W. & Green, M. Global Marketing, 3-10th Ed., Pearson. (belirtilen bölümler)
5. Ramamurti, R. (2012). Competing with emerging market multinationals. Business Horizons, 55(3), 241-249.
6. Svensson, G. (2001). “Glocalization” of business activities: a “glocal strategy” approach. Management decision, 39(1), 6-18.

To provide information on the basic principles of international marketing strategies,
To provide the ability to analyze and select the global marketing environment,
To provide information on evaluating global market entry methods and selecting the appropriate method,
To introduce the process of developing marketing strategies for global markets.

1. Have knowledge of global marketing theories, planning, and implementation.
2. Possess critical thinking skills, cultural awareness, and an understanding necessary to develop and apply international marketing strategies.
3. Analyze the global marketing environment using accurate and up-to-date data.
4. Assess the relevance of marketing strategies in contemporary global business environments and apply them effectively.
5. Communicate effectively in written and verbal formats and collaborate in team-based settings.

Week 1: Fundamental Concepts and Motivations for Internationalization
Week 2: Approaches to International Marketing
Week 3: Globalization and Critical Issues in International Marketing
Week 4: International Competition & Political, Economic, and Trade Context
Week 5: Socio-Cultural Dynamics
Week 6: Global Market Entry Strategies
Week 7: Consumer Behavior in the Global Market
Week 8: Global Product Strategies
Week 9: Global Branding and Innovation
Week 10: Global Pricing & Distribution Strategies
Week 11: Global Promotion Strategies
Week 12: Project Presentations

• Group Project 40 %
• Final 60 %