SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
MBM7106	International Marketing Strategies	1	Spring	3	0	3	6

Course Type :	Elective Course VII
Cycle:	Master TQF-HE:7. Master`s Degree QF-EHEA:Second Cycle EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi BEHİYE BEĞENDİK
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi BEHİYE BEĞENDİK
Dersin Kategorisi:	Field Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

Bu dersin amacı, öğrencilere uluslararası pazarlama stratejileri ve küresel pazarlarda faaliyet göstermeye yönelik stratejik karar alma süreçleri konusunda kapsamlı bir bakış açısı kazandırmaktır. Ders kapsamında uluslararası pazar çevresinin analizi, rekabetçi pazara giriş stratejilerinin geliştirilmesi, farklı ülke pazarlarında pazarlama karması kararlarının tasarlanması ve uyarlanması ile markaların farklı kültürel ve ekonomik ortamlarda yönetimi ele alınmaktadır. Kuramsal çerçeveler ile gerçek hayat örneklerini birleştiren bu ders, öğrencilerin etkili uluslararası pazarlama stratejileri geliştirme ve değerlendirme konusunda analitik ve stratejik beceriler kazanmalarını hedeflemektedir.

Course Content:

Key concepts and theoretical frameworks in international marketing strategies; global and regional market dynamics; analysis of the international marketing environment (economic, cultural, political, and legal factors); international market research and marketing information systems; target market selection and positioning strategies; international market entry modes (exporting, licensing, joint ventures, foreign direct investment, etc.); competitive strategies in international markets; international marketing mix decisions (product, price, distribution, and promotion) and standardization versus adaptation approaches; international brand management and global brand positioning; digitalization and integrated international marketing communications; cross-cultural consumer behavior; international pricing strategies and transfer pricing; sustainability and ethical issues in international markets; implementation, evaluation, and control of international marketing strategies; case studies and practical applications.

Course Specific Rules

Students are expected to read the recommended materials for each week prior to attending the class.

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) Can explain the fundamental concepts and scope of international marketing.
2) Can analyze the international marketing environment, including economic, cultural, political, and legal factors.
3) Can explain international market entry strategies and marketing mix decisions.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Can develop appropriate marketing strategies for different countries based on international marketing environmental analyses.
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) Can develop an analytical and solution-oriented approach to problems arising in international marketing processes.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to International Marketing
2)	The Global Environment
3)	Social and Cultural Environment
4)	Global Information Systems and Market Research
5)	Segmentation, Targeting, and Positioning in International Marketing
6)	Importing, Exporting, and Sourcing
7)	Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances
8)	Midterm
9)	Brand and Product Decisions in International Marketing
10)	Pricing
11)	International Marketing Channels and Physical Distribution
12)	International Marketing Communication Decision
12)	International Marketing Communication Decision 2
13)	Student Presentations
14)	Student Presentations

*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, theoretical framework, and contemporary approaches related to marketing and brand management.
2) Can analyze the processes of market analysis, target market selection, positioning, and brand strategy development
3) Can plan product, pricing, distribution, and promotion decisions within an integrated marketing mix.
4) Can use digital marketing tools, social media platforms, and data analytics effectively.
5) Can make strategic decisions in the processes of creating, developing, and managing brand value.
6) Can develop creative, innovative, and solution-oriented approaches to marketing problems.
7) Can integrate sustainability, ethical values, and social responsibility principles into marketing decisions.
8) Can develop brand communication strategies in different cultural and market contexts.
9) Can apply teamwork, leadership, and communication skills effectively in marketing projects.
10) Can evaluate developments in the field with a critical perspective and to possess an awareness of lifelong learning.

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, theoretical framework, and contemporary approaches related to marketing and brand management.	3
2)	Can analyze the processes of market analysis, target market selection, positioning, and brand strategy development	3
3)	Can plan product, pricing, distribution, and promotion decisions within an integrated marketing mix.	2
4)	Can use digital marketing tools, social media platforms, and data analytics effectively.	3
5)	Can make strategic decisions in the processes of creating, developing, and managing brand value.	3
6)	Can develop creative, innovative, and solution-oriented approaches to marketing problems.	2
7)	Can integrate sustainability, ethical values, and social responsibility principles into marketing decisions.
8)	Can develop brand communication strategies in different cultural and market contexts.	2
9)	Can apply teamwork, leadership, and communication skills effectively in marketing projects.
10)	Can evaluate developments in the field with a critical perspective and to possess an awareness of lifelong learning.

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

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
Presentation
Final Exam

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

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 40.00
Semester Final Exam	1	% 60.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
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	1	14	14
Presentations / Seminar	1	15	15
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	71
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	0	0	0
Midterms	1	36	36
Semester Final Exam	1	46	46
Total Workload of Assesment & Evaluation Activities	-	-	82
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6

Course Notes / Textbooks:
References:	Green, M. C., & Keegan, W. J. (2020). Global marketing (10th ed.). Pearson. Cengiz, M., Gegez, A. E., Arslan, M., Pirtini, S., & Tığlı, M. (2015). Uluslararası pazarlara giriş stratejileri. Beta Yayınları.