ITB323-International Marketing Strategy
Fall 2015
Course tutors: Haroon Muzaffar/ Ecenur U ğ urlu
Office: Cinnah Block A, Room 309
Consultation times: Flexible, please email for an individual appointment.
Telephone: 466 75 33- 3542
Email: hmuzaffer@ybu.edu.tr/ ugurlu@ybusm.info
Course Details
Class Timing: Thursdays 15:30 p.m.---18:20 p.m.
Place: Cinnah Block C Lecture Hall 101
Units of Credit: 6
Core/Optional: Optional
Course Description
In this era of cutthroat competition and highly networked world it becomes highly difficult for the companies to remain competitive and profitable by just operating in their own national borders. Therefore, companies are exploring new opportunities in the international markets in order to gain the competitive advantage. The knowledge and understanding of the international markets in which the companies operate is a major key to success. Moreover, understanding the process involved in assessing the international marketplace for opportunities to expand operations abroad is vital for success in international markets. The concept of international marketing provides the tools and strategies to all areas of business management where companies must consider expansion strategies, as well as possible threats from overseas competitors.
This course will present an overview of the unique aspects of international marketing and various concepts and tools for analysing international marketing strategies, and evaluating the marketplace (competitors, external environment: cultural, economic, technological, political/legal, marketing opportunities, etc.). Additionally, course will focus on situation analysis (5Cs: company, customers, competitors, collaborators, and context), market opportunity identification, and formulating marketing strategy. Specifically, the focus will be on developing, evaluating and implementing international marketing strategy at the corporate, regional and local levels. By learning about both theory and practice, the student will obtain a good conceptual understanding of the field of international marketing as well as become firmly grounded in the realities of the global marketplace.

Aims of the Course
The main objectives of this course are to improve the student’s ability to:
• Provide an understanding of the scope and function of international marketing theory and practice.
• Assess international market opportunities by analyzing the opportunities and threats present in the marketplace, and the strengths and weaknesses of a company.
• Develop effective international marketing strategies to achieve a company’s goals and objectives.
• Design a strategy implementation program to maximize its chance of success.
• Communicate and defend their recommendations and critically examine and build upon the recommendations of their classmates both quantitatively and qualitatively.
Learning Outcomes
Upon completion of the course students should be able to:
• Recognise and analyse opportunities in the international marketplace.
• Utilise both qualitative and quantitative data and international business reports to evaluate a company’s problems/opportunities in an international environment.
• Select, research, and enter a new international market.
• Develop and write a plan for an international marketing strategy.
• Apply personal and interpersonal skills appropriate to being an effective member of an international marketing team.
Transferable Skills
Additionally, this course will include opportunities for development of the following transferable skills:
Skill Element
Transferable Skill 1 2 3 4
Literacy (L) X X X
Communication (C) X X X
Working with Others (W)
Use of ICTs (I)
X X X
X X X
Problem Solving (P) X X X
Managing Own Learning (M) X X X X
Numeracy (N) X X X

Approaches to Teaching and Learning and Assessment
The learning experience offered by this course will involve both directed and independent learning. Therefore learning experience for this course includes group projects, case studies, class discussions, presentations and business writing. This will be achieved by engaging students in classroom discussion, as well guiding students through the international marketing research process by collecting, analysing and interpreting information for their final project – an international market entry plan. Students will be provided training in how to gather secondary data and students will be advised on writing up their research results in a managerially-relevant context, culminating in the completion of a formal international market entry plan.
This course will be conducted on a discussion and lecture basis. Lectures will draw upon the experience of both students and lecturer, via classroom discussion, to provide relevance via real world examples of concepts and models. During the course students will have an opportunity to develop analytical skills and enhance their research skills in their major project, an international market entry plan. This research report will allow students to draw on their acquired research and analytical skills, to see how the various marketing concepts and theories can be applied when developing a comprehensive course of action for a firm entering a foreign market. It is the student’s responsibility to study the reading assignments prior to class in order that they may contribute, participate intelligently and thus gain maximum value from the course.
Students will be asked to prepare a country analysis report. This report will be focused on the current economic, political and business conditions of the selected country and the market opportunities reside in the country for the entry of a new product. Students will be asked to specify product entry issues and strategies for a given country. Countries will be allocated to the each student in the 2nd week.
This course highly emphasized the teamwork therefore an essential component of this course is the group projects. Students will be asked to form the groups of 3-4 students. Groups will select a real company of any scale and nature and will develop an international marketing plan for their existing, or a new product or service. The group project will expect in-depth engagement with relevant international marketing knowledge and will help students build skills required for collaborative and multidisciplinary work. The marketing plan will address the issues about the international marketing plan in the light of the concepts learned during the course.
Assessment
2 Quizzes, Class Discussion and
Participation
Mid-term Exam
Country Analysis Presentation
Project Report
Final Exam
10%
20%
10%
20%
40%

6
7
8
9
10
Course Resources: Text (Required): Cateora, Philip Gilly, Mary and Graham,
John (2013), International Marketing, 16th edition, London, UK: McGraw Hill.
Sources for additional reading:
• Keegan and Green (2015) Global Marketing, 8 th Edition eBook, Pearson.
• Kotabe, M. and Helsen, K. (2010) Global Market Management, 5 th Edition,
John Wiley and Sons.
• Fletcher and Crawford (2011) International Marketing: An Asia-Pacific
Perspective 5 th Edition, Prentice Hall.
• Czinkota, M. and Ronkainen, I. (2010). International Marketing, 9 th Edition,
Thompson South-western Publishing.
For the purpose of the understanding of the world markets and current and future market and academic research trends students are highly encouraged to study the academic journals and newspapers/magazines.
Academic Journals Newspapers/Magazines
Journal of International Marketing Financial Times
Harvard Business Review The Wall Street Journal
Journal of International Business Studies Forbes Magazine
Journal of Global Marketing Dünya Gazetesi
Sloan Management Review
Course Schedule
Week Topic Readings
1 Chapter 1
2
3
4
Introduction to Course/Scope and Challenge of
International Marketing
Dynamic Environment of International Trade
(Allocation of the countries for country analysis)
Cultural Dynamics in Assessing Global Markets
Culture, Management Style, Business Systems and
Negotiation Styles
Submission of group project proposals.
Chapter 2
Chapter 4
Chapter 5 & 19
5
11
12
13
14
The Political Environment: A Critical Concern
International Legal Environment: Playing by the Rules
Presentation of Country Analysis Reports and Quiz 1
Chapter 6 & 7
Developing a Global Vision through Marketing Research Chapter 8
Market Entry Modes Chapter 12
Product Adaptation/Product and Brand Management
The Management of International Distribution and
Logistics and Quiz 2
Integrated Marketing Communications and International
Advertising
Pricing for International Markets
Chapter 13
Chapter 15
Chapter 16
Special Topic: International Niche Marketing Strategies for Small and Medium-sized Firms (SMEs)
Presentation of Group Projects
Chapter 18
Readings will be provided