IBS 2001 INTERNATIONAL MARKETING MANAGEMENT
Department of Business Administration
Faculty of Business, Dokuz Eylül University
Instructor: Assist Prof. Dr. Özge Özgen
Contact Details: ozgeozgen@gmail.com, +90 232 301 81 37, Rooms: 129/B
All assignment announcements of the class will be made on the http://kisi.deu.edu.tr/ozge.ozgen
Office Hour: Wednesday 10:00-11:30
Research Assistant: Nilay Bıçakcıoğlu, nilay.bicakcioglu@deu.edu.tr
Course Objective: The objective of this course is to expand undergraduate students' knowledge of international marketing. The course aims to
provide students understanding of business and marketing policies, strategies and their implementations considering domestic and international
marketing environments.
TEXTBOOK: Keegan, Warren J. and Green Mark C. (2015). Global Marketing, Pearson: USA.
ASSIGNMENTS: Students will be responsible from all reading materials and case studies which is mentioned in the tentative schedule. Case
Studies will be group work (max 2 students, you can also do it as individual). Except case studies all other assignments should be prepared
individually.
Guidelines for written reports: Single-spaced, 12-point Arial font with APA referencing standards.
Grading:
Midterm
Assignments
Final
30%
30%
40%
IMPORTANT NOTES:
1.Plagiarism of any type will result in disciplinary action and not tolerated.
2.All assignments should be submitted on time and as printout. Otherwise will not be accepted.
3. LAST BUT NOT LEAST, If you have questions about anything, please ask me. I am the best person to ask.
Tentative Schedule
Dates
Topics
Oct. 01
Introduction to basic marketing concepts and
international marketing
Oct. 08
Micro and Macro Environment of Marketing
and The Global Economic Environment and
Natural Environment
Oct. 15
Social and Cultural Environment
Oct. 22
Political and Legal Environment
ASSIGNMENTS
1.What is Bottom of Pyramid Countries and how can marketers sell their
products to these markets? (Max. one page (references excluded) report)
2.Search the Volkswagen Scandal and discuss the effects of it on the
company, customers and countries (Write max one page (references
excluded) assessment report)
3.CASE STUDY: Soccer and Fashion World (Give answer the questions
below the case)
4.Reading Material: Turkey-Iran Trade Relations (Write one/two
assessment paragraph/s)
Oct. 29
Nov. 05
Holiday
Consumer vs. Business Market Differences
Understanding of International Consumers
Nov. 09-20
Nov. 26
Dec. 3
Dec. 10
MIDTERMS
Global Segmentation, Targeting and Positioning
Global Branding & Product Strategy
Global Branding & Product Strategy
Dec. 17
Global Pricing Strategy
Dec. 24
Global Marketing Channels and Physical
Distribution Strategy
Global Marketing Communication Strategy
8.CASE STUDY: How successful is Carrefour’s Joint Venture in the UAE?
(Give answer the questions below the case)
Global Marketing Communication Strategy
FINALS
Dec. 31
Jan. 07
Jan. 11 – Jan. 22
5.Reading Materials:
1. Go Pro: Be Hero
2. Karm Solar
What are the differences between Go Pro and Karm Solar based on their
marketing strategies and implementations? What can be the reasons
behind these differences? (Reply the questions above-max. 2 pages)
6.CASE STUDY: KFC China: Targeting Through Localization (Give answer
the questions below the case)
7.Reading Material: Why the world’s cheapest car flopped?
(Write one/two assessment paragraph/s)