USEFUL INFORMATION, RESOURCES & SERVICES FOR STUDENTSUSEFUL LINKS AND DOCUMENTS ADITIONAL & SUPPORTING INFORMATION

SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
ISL6208	International Marketing	2	Spring	3	0	3	6

Course Type :	University Elective
Cycle:	Bachelor TQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi AYSUN VARAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi AYSUN VARAN
Dersin Kategorisi:	Competency Development (University Elective)

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The aim of this course is to enable students to understand the fundamental concepts of international marketing, internationalization orientations, foreign market research and evaluation processes, market entry strategies, and international marketing mix decisions. The course also aims to help students develop international marketing strategies by considering factors such as culture, technological developments, ethics, leadership, and corporate social responsibility.

Course Content:

National and international markets; internationalization orientations and theories; country image and country-of-origin effect; international marketing macro environment (economic, cultural, social, political, legal, and technological environment); international marketing research; identification, evaluation, and comparison of potential foreign markets; segmentation, targeting, and positioning in international markets; international market entry strategies; international product, pricing, promotion, and distribution strategies; standardization and adaptation decisions; ethics, leadership, and corporate social responsibility; organization and control of international marketing management.

Course Specific Rules

Students are expected to complete assigned readings before class, actively participate in classroom discussions, and submit the international marketing strategy assignment on time. Student presentations in the final two weeks are an important component of the course.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Explains the fundamental concepts of international marketing, internationalization orientations, and the economic, cultural, social, political, legal, and technological macro-environmental factors affecting international marketing decisions.
2) Explains the role of international marketing research in identifying, evaluating, and comparing potential foreign markets.
3) Explains the basic principles of segmentation, target market selection, positioning, and market entry strategies in international markets.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Develops product, pricing, promotion, and distribution strategies in international markets within the framework of standardization and adaptation decisions.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) Evaluates international marketing strategies in terms of culture, technological trends, ethics, leadership, and corporate social responsibility.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to international marketing; national and international markets	Lecture presentation, course syllabus, introductory reading; review of the course syllabus
2)	Internationalization orientations and basic approaches	Lecture notes, related chapter reading; reading on internationalization concepts
3)	Country image, country-of-origin effect, and introduction to the macro environment	Presentation, sample case; review of country-of-origin examples
4)	International marketing macro environment: economic, political, legal, cultural, and technological factors	Lecture presentation, current examples; environmental scanning for the selected country
5)	International marketing research and information gathering processes	Lecture notes, research examples; reading on market research methods
6)	Identification, evaluation, and comparison of potential markets	Country/market comparison template; preliminary review of two countries
7)	Segmentation, targeting, and positioning	.
8)	Midterm Exam	.
9)	International market entry strategies	Lecture presentation, sample company cases; reading on export, licensing, franchising, joint venture, and foreign direct investment concepts
10)	International product strategies; standardization and adaptation decisions	Ders notu, vaka analizi; ürün adaptasyonu örneklerinin incelenmesi Lecture notes, case analysis; review of product adaptation examples
11)	International pricing strategies	Lecture presentation, sample pricing scenarios; reading on pricing decision factors
12)	International promotion and distribution strategies; ethics, leadership, and CSR	Presentation, industry examples; review of global communication and channel examples
13)	Student Presentations I – Presentations of the International Marketing Strategy Assignment	Student presentation files; presentation preparation
14)	Student Presentations II – Presentations of the International Marketing Strategy Assignment and overall evaluation

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the fundamental concepts, theories, and models of public relations and advertising.
2) Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3) Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4) Can develop public relations and advertising campaigns through target audience analysis.
5) Can create innovative communication solutions using traditional and digital media tools.
6) Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7) Can take responsibility in public relations and advertising projects both individually and in team settings.
8) Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9) Can follow new trends and technological developments in public relations and advertising.
10) Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11) Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12) Can plan and implement crisis management, reputation management, and brand management processes.
13) Can establish effective verbal and written communication in public relations and advertising processes.
14) Can develop professional relationships in multicultural and global communication contexts.
15) Can develop digital strategies in public relations and advertising using new media tools.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Homework
Individual and Group Work
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Homework Evaluation

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Homework Assignments	1	% 20.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	1	14	14
Project	0	0	0
Homework Assignments	1	14	14
Total Workload of Teaching & Learning Activities	-	-	70
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	0	0	0
Midterms	1	40	40
Semester Final Exam	1	40	40
Total Workload of Assesment & Evaluation Activities	-	-	80
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			150
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6