Course Code:
Course Name:
Semester:
Instructor:
E-Mail:
Class Schedule:
Office No & Phone:
Office Hours:
BA406
International Marketing
Spring 2007
Melike DEMİRBAĞ KAPLAN
melike.demirbag@ieu.edu.tr
Tuesday 8:30-11:30
Room 538, (232) 488 84 67, Internal 467
Fridays 10:00-12:00
Course Description
Global marketing environment and concepts and theories that are required in order to analyze the global
market and to develop global marketing strategies. Readings, cases, and projects.
Course Objectives
As a result of this course, students will
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Understand the global marketing environment.
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Understand the concepts, tools and theories that are required in order to analyze the global
market.
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Be able to develop global marketing strategies and plans.
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Understand how governments and legal systems affect international business.
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Investigate the social and ethical roles of business in today’s global society.
Textbook
Keegan, Global Marketing Management, 7th ed., Prentice Hall.
Participation and Attendance
Attendance in class is required at all times. Students are expected to be fully prepared to discuss
textbook readings and course assignments. "Full preparation" implies that you have read -- and thought
about -- the materials ahead of class. You are expected to present your views and analyses relative to
lecture and discussion topics.
Discussions are conducted weekly on text driven subjects, cases and articles scheduled for the week.
Student participation in such discussions is an important tool by which an instructor can evaluate
student’s knowledge, decision-making abilities, creativity, and communication skills. It is a major part of
your grade and you cannot do well in this course without preparing for and actively participating in class
discussions. Every student will be expected to have read each chapter or article assigned and to be
prepared and willing to participate fully in course discussions.
Article Analyses
Students will be assigned academic articles relating to an aspect of international marketing. These
articles will be discussed during the course. In addition, each student must prepare written analyses on
each article. Articles will be distributed through the instructor’s website and the address will be
announced as soon as possible.
Term Paper Project (Entering an International Market Niche)
You are required to produce specifically for this course a research paper. Term paper project will be
attended in group and the details of this project will be available at the beginning of the course.
Sector Presentations (Sector Analysis Project)
Students will be required to present an exporting sector in class assigned by the instructor. Details of the
topics will be available at the beginning of the course.
Exams
There will be a final exam, which will consist of essay, and/or multiple choice questions designed to
evaluate your understanding of the material presented in this course. The final exam will be
comprehensive and encompass all of the material covered during the course. Exam questions require
that you be thoroughly familiar with all of the material covered in this course including assigned
chapters, articles, cases, lectures, and class discussions.
Additional Course Policies:
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Students are expected to act in a courteous and respectful manner while in class. Rude and
disrespectful behavior (e.g., talking with classmates while class is in session or arriving to class
late and disrupting the class) will not be tolerated.
Cheating, forgery, and plagiarism are serious offenses, and students found guilty of any form of
academic dishonesty are subject to disciplinary action. Students found to have committed any
form of academic dishonesty (e.g., cheating on exams, plagiarism, and collaborating with
another student on individual course assignments) will have a grade of “F” imposed in the
subject course.
Make-up examinations will not be given unless you both furnish proof of exceptional illness or
hospitalization, and notify me prior to the scheduled exam.
All assignments and case reports must be typed. Untyped assignments will not be graded.
Cellular telephones and beepers must be turned off while in class.
Students are responsible for reading the syllabus and knowing its content.
The content of the syllabus can be changed by the instructor at any time by informing the
related department’s head.
Evaluation
Participation and
Attendance:
Cases and Articles:
Final Exam
Term Paper Project:
Sector Analyses Project:
Total
Percent
10%
15%
30%
30%
15%
100%
Course Outline
Week Date
1 Feb 13, 2007
2 Feb 20, 2007
3 Feb 27, 2007
4 Mar 6, 2007
5 Mar 13, 2007
6 Mar 20, 2007
7 Mar 27, 2007
8 Apr 3, 2007
9 Apr 10, 2007
10 Apr 17, 2007
11 Apr 24, 2007
12 May 1, 2007
13 May 8, 2007
14 May 15, 2007
15 May 22, 2007
Fundamentals of Global Marketing
Global Marketing Environment
Global Marketing Management
Article #1:
Important Issues in Global Marketing International Marketing as a field of study
Article #2:
International Brand Name Standardization
Case in Class (ED)
Adaptation
Article #3:
Case in Class (OO)
A Strategic Approach to Internationalization
Case in Class (BW)
Articles #4 and #5
Sector Presentations
Sector Presentations
Sector Presentations
Term Paper Project Presentations
Term Paper Project Presentations
Term Paper Project Presentations
Term Paper Project Presentations
General Overview - Final Review
BA523 International Marketing Term Project: Entering an International Market Niche
Project Objectives:
The main aim of this project is to develop analytical and problem-solving skills of graduate level students
needed in marketing strategy design and application when entering an international market niche.
Project Description:
In this project, students are required to work individually on an assigned country/product chosen from a
number of alternatives. These alternatives are provided in the sheet attached to this project paper.
Once assigned, you are required to analyze this market in cultural, economic and demographic terms and
IDENTIFY A MARKET NICHE that may be suitable for exporting the specified product. Please keep in mind
that the term product is used both for goods and services. This first analysis is done in macro level.
Following your decision on product type, you should analyze the country and the niche you have
identified in detail, and now in micro terms, as described in International Marketing Handbook provided
at the beginning of the semester, ask necessary questions and develop an appropriate marketing
strategy.
Last phase of the project is writing a report including all elements of a professional marketing plan (as
included in handbook). The report should fully analyze the market and the niche (A detailed SWOT) and
specify possible strategies regarding 4Ps for marketing and budget/resource considerations, and also
indicate pros and cons of these strategies. The marketing strategy SHOULD FOCUS on developing a new
product or adopting an existing product that will satisfy this niche. The report should be typed and
orderly, including necessary tables and graphics, and totally professional.
As stated in the course outline, on announced weeks, discussion sessions will be held regarding your
progress in the project and you are expected to come fully prepared for these discussions. These
sessions are designed to speed up your studies, provide an opportunity to compare and evaluate your
efforts, recognize missing parts if there are any and revise your work.
Presentation:
On dates specified, each student will present his/her work in class. For this presentation you are
expected to prepare slideshows. For presentation session, necessary equipment will be provided.
Evaluation:
This project is an integral part of the course and 35% of the final grade will be based on this project.
Your report and presentation will count for 65% out of the total project grade, where your attendance
in project discussion sessions counts for 35%.
Country/Product selected:
____________________________________________________________
Country/Product Alternatives
China / Olive Oil
Argentina / Baseball
Russia / Backgammon
Thailand / Pickle & Turnip Juice
South Africa / Rakı
Great Britain / Sunflower Seeds
Saudi Arabia / Barbie Dolls
Finland / Figs
BA523 Sector Analysis Project:
____________________________
Project Objectives:
The main aim of this project is to develop an insight into the exporter sectors of Turkey.
Project Description:
In this project, students are required to make a research individually on an assigned sector. These
sectors are selected from the database of Turkish Exporters Association and will be given at the
beginning of the semester.
Sectors
(1) Forestry and Wooden Products, (2) Livestock and Aqua Products, (3) Ferrous and Non-ferrous Metals,
(4) Leather and Leather Products, (5) Cereals Legumes Oil Seeds, (6) Apparel, (7) Dried Fruits, (8)
Minerals, (9) Textiles and Raw Materials, (10) Tobacco, (11) Fresh Fruits and Vegetables, (12) Olive and
Olive Oil, (13) Carpets, (14) Chemicals and Chemistry Products, (15) Automobiles and Automotive Parts,
(16) Durable Goods