UGİ339

School of Economics and Administrative Sciences \ International Entrepreneurship

3

6

Elective

Turkish

-

All Departments

The globalization process, which has influenced the entire world, has expanded the international operational scope of organizations and companies, but it has also brought tremendous threats along with opportunities. In particular, advancements in information technologies and digital communication platforms have provided significant advantages for companies aspiring to globalize. However, a new world reality fueled by turbulence has emerged, forcing companies to adapt to changes in management functions while simultaneously making the effective use of digital platforms a necessity.

Global Brand Management: A Guide to Developing, Building & Managing an International Brand by Laurence Minsky and Ilan Geva

This course will examine the characteristics of the so-called "new world" while also evaluating strategies for managing opportunities and threats through potential scenarios for globally operating companies. Additionally, key considerations for global companies in the context of digital media usage will be discussed, and the most effective strategies will be determined through real-world examples.

1. Analyzing global and regional risks that may be encountered in the international arena.
2. Designing and managing digital campaigns.
3. Effectively utilizing digital platforms in a commercial context.
4. Developing digital advertising and marketing campaigns for a newly established organization or company.

Week 1: Introduction
Week 2: Globalization and "New World" Characteristics
Week 3: The Economy of the New Normal
Week 4: Global-Scale Scenarios and Opportunity Management
Week 5: Corporate Social Media Usage in Digital Marketing and Branding
Week 6: Reaching Target Audiences via Instagram and Twitter
Week 7: Reaching Target Audiences via Facebook and YouTube
Week 8: Big Data and Micro-Targeting, Guerrilla Marketing and Its Digital Versions
Week 9: Digitalization in Intercultural Communication
Week 10: Digital Crisis Management and Digital Reputation
Week 11: Project Presentations
Week 12: Project Presentations

Midterm 30%
Final Project 60%
Participation 10%