ÇAĞ UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
Learning Outcomes of the Course
Code
Course Title
Credit
ECTS
MAN 444
Global Marketing
3 (3-0-0)
5
Prerequisites
None
Language of Instruction
Mode of Delivery
Face to face
English
Type and Level of Course
Elective/ 4.Year/ Fall Semester
Lecturers
Name(s)
Contacts
Lecture Hours
Office Hours
Course Coordinator Bülent Özer
F 09.10 -12.10
W&Th.14-16
Course Objective
Students will be able to understand major factors having an impact on business success in global
environment.
Relationship
Students who have completed the course successfully should
be able to
Prog. Output
Net Effect
1
recognize the global environment.
3&6&7
5&3&5
2
identify key concepts.
3&7
5&5
3
explain the role of culture in global marketing.
3&7
5&5
4
interpret local marketing.
3&7
5&5
5
explain the characteristics and types of foreign entry.
3&7
5&5
6
recognize how to think critically and creatively.
3&7
5&5
7
analyze global management.
3&6&7
5&3&5
8
recognize foreign entry modes.
3&7
5&5
9
apply a creative international enterprise presentation.
3&6&7
5&3&5
10
get used to Team Work
3&6&7
5&3&5
11
contribute to discussions in the classroom, thus learn how to
3&6&7
5&3&5
express their opinions in a group
Course Description: Students will learn the principles of the global marketing from both a business and creative visual
design perspective. Important concepts will be introduced during the term such as global marketing, market drivers,
licensing, strategic alliances, local marketing—all of which are important aspects in global marketing.
Course Contents:( Weekly Lecture Plan )
Weeks
Topics
Preparation
Teaching Methods
1
Introduction, Syllabus
Textbook Ch. 1
Presentation
2
Key concepts, why companies go global? Global
Textbook Ch. 1
Presentation
marketing objectives
3
Country specific advantages, firm specific
Textbook Ch. 2 & 3 Presentation
advantages, cultural foundation
4
Political Risk Research, Environmental Research,
Textbook Ch. 4
Presentation
Systematic Entry Screening
5
Researching competitors, Industry sales, Forcasting
Textbook Ch. 4
Presentation
market share
6
Export Expansion
Textbook Ch. 5
Presentation
7
Export Expansion
Textbook Ch. 5
Presentation & Case Studies
8
Licensing, Strategic Alliances, FDI
Textbook Ch. 6
Presentation & Case Studies
9
Assay Samples
Notes
Case Studies
10
Assay Samples
Notes
Case Studies
11
Local Marketing
Textbook Ch. 7
Presentation & Case Studies
12
Local Marketing in Mature Markets
Textbook Ch. 8
Presentation & Case Studies
13
Local Marketing in new Growth Markets
Textbook Ch. 9
Presentation & Case Studies
14
Local Marketing in Emerging Markets
Textbook Ch. 10
Presentation & Case Studies
REFERENCES
Textbook
Johny K. Johansson, Global Marketing; Foreign Entry, Local Marketing&Global
Management, 5th Edition, McGraw-Hill Irwin 2009 International Edition.
Related links
http://www.mplans.com
Recommended Reading
Global Marketing, Johny K. Johansson, McGraw - Hill
Material Sharing
Solving of Cheapter-End Problems and Presentation Slides from WEB Automation System
ASSESSMENT METHODS
Activities
Number
Effect
Notes
1
35%
Written Examination
Midterm Exam
1
15%
A presentation
Project
50%
Effect of The Activities
50%
Effect of The Final Exam
ECTS TABLE
Contents
Number
Hours
Total
Hours in Classroom
14
3
42
Hours out Classroom
14
3
42
Project
1
20
20
Midterm Exam
Final Exam
1
1
16
20
Total
Total / 30
ECTS Credit
RECENT PERFORMANCE
16
20
140
=140/30=4.66
5