ACADEMIC DEPARTMENT

Date Fall 2021-2022 Credits 3 credits

Course Title Global Marketing Course Number EMBA563
Management
Pre-requisite (s) None Co-requisite (s) None
Hours 15 Out of Class 90
Work Hours

Place and Time of Class Meeting

Online / Friday 19:00-20:00

Name and Contact Information of Instructor

Füsun Fesli
fusun.fesli@okan.edu.tr
0 (216) 677 16 30 - 2524

Book required
(The textbook is part of the curriculum and is used to reach the student in an effective manner in the
classroom. Every student is expected to acquire and use the textbook.)
Keegan, Warren J. and Green, Mark. J. (2017). Global Marketing, 9th edition, Pearson.

Classroom expectations for students

Attendance Policy
Students are liable to attend every course, and to take the exams and participate in academic
work required for achieving the course. Student attendance to all courses is compulsory. Students
who do not attend a minimum 70% of the courses will be considered as absent for the related
courses. Students who do not meet the mandatory minimum requirement of attendance will fail
the course. Students who fail a course for not fulfilling minimum attendance requirement are
obliged to meet the attendance requirement when they re-take the course.
Student Tardiness Policy
Students are permitted to arrive to the class in the first 5 minutes after the scheduled start of the
course; extension of tardiness time is in instructor’s discretion.  
Course Description (must correspond exactly to Catalog description)
The aim of this course is to explain students the fundamental principles and concepts of
marketing management. Upon successful completion of this class, students will have knowledge
of strategic planning and developing marketing strategy, analyzing the environment and
managing market information, understanding consumer and business markets, developing
customer driven marketing strategy, delivering value by product development, pricing,
distribution, and promotion strategies, creating competitive advantage and implementing global
marketing tools.

Learning Outcomes

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At the end of this course students will be able to:

 Understand and be able to explain global marketing concept, the environmental structure
and factors affecting the global marketing practices.
 Understand and be able to explain the segmentation, targeting and positioning concept in
the global marketing context.
 Understand and be able to explain global marketing orientations and strategies
 Understand and be able to prepare the global marketing programs.

Topical Outline and Schedule

DATE WEEK 1
SPECIFIC  Define marketing in a global context and explain the difference
OBJECTIVES between global marketing and regular marketing.
 Explain market orientations in global marketing
 Explain the opportunities provided to global companies
 Explain the factors affecting the global integration
TOPIC (S) Introduction to global marketing
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF
CLASS Reading Chapter 1 of the book.
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 2
SPECIFIC  Define the major changes in global economic environment
OBJECTIVES  Explain the main economic systems
 Explain the classification of countries in terms of economic
development
TOPIC (S) The Global Economic Environment
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 2 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 3
SPECIFIC  Define the concept of preferential trade agreements (PTA)
OBJECTIVES  Explain the types of PTA’s.
 Review major regional trade areas in the world.
TOPIC (S) The Global Trade Environment
LEARNING Instructor led group discussion
ACTIVITIES
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OUT OF Reading Chapter 3 of the book.

CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 4
SPECIFIC  Define culture in a global context and explain global consumer
OBJECTIVES cultures.
 Explain the main components of culture
 Explain the diffusion theory in a global context
 Explain marketing implications of social and cultural environments
TOPIC (S) Social and Cultural Environments
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 4 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 5
SPECIFIC  Review the main concepts in political environment.
OBJECTIVES  Explain how political environment affects global marketing practices.
 Explain the legal environment in a global context.
 Review important business issues derived from legal environment.
TOPIC (S) Political and Legal Environment
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 5 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 6
SPECIFIC  Explain the role of marketing information system in the global
OBJECTIVES marketing context.
 Explain how data is transformed in a customer insight in marketing.
 Define marketing research and review the main steps in conducting a
market research
TOPIC (S) Global Information Systems and Market Research
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 6 of the book.
CLASS
WORK
ASSIGNMENT

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HOURS 1 hour
DATE WEEK 7
SPECIFIC
OBJECTIVES
TOPIC (S)  Mid-Term
LEARNING
ACTIVITIES
OUT OF
CLASS
WORK
ASSIGNMENT
HOURS
DATE WEEK 8
SPECIFIC  Define global market segmentation process and types of segmentation
OBJECTIVES in global marketing, and explain how it is executed.
 Explain how target segments /markets are assessed in global context.
 Explain global target market strategies.
 Define positioning and how brands are positioned globally.
TOPIC (S) Segmentation, Targeting and Positioning
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 7 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 9
SPECIFIC  Classify and explain the global market entry modes.
OBJECTIVES  Explain global strategic partnerships.
 Explain market expansion strategies.
TOPIC (S) Global Market Entry Strategies
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 9 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 10
SPECIFIC  Review the basic product concepts in marketing
OBJECTIVES  Explain the levels of branding decision in global marketing
 Explain global brand development process
 Review the strategic alternatvie in global marketing
TOPIC (S) Brand and Product Decisions in Global Marketing

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LEARNING Instructor led group discussion

ACTIVITIES
OUT OF Reading Chapter 10 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 11
SPECIFIC  Explain global pricing objectives.
OBJECTIVES  Review the main global pricing strategies.
 Explain environmental influences on global marketing
TOPIC (S) Global Pricing Decisions
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 11 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 12
SPECIFIC  Explain global distribution channel structures.
OBJECTIVES  Explain the global retailing format and types.
 Explain the global retailing market expansion strategies.
TOPIC (S) Global Marketing Channels and Physical Distribution
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 12 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 13
SPECIFIC  Explain integrated marketing communication in the global context.
OBJECTIVES  Explain the main global marketing communication strategies
 Explain the main modes of marketing communications in a global
context.
TOPIC (S)  Global Marketing Communications
LEARNING Instructor led group discussion
ACTIVITIES
OUT OF Reading Chapter 13 & 14 of the book.
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 14
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SPECIFIC  Review of topics

OBJECTIVES
TOPIC (S) None
LEARNING None
ACTIVITIES
OUT OF None
CLASS
WORK
ASSIGNMENT
HOURS 1 hour
DATE WEEK 15
SPECIFIC  Final exam
OBJECTIVES
TOPIC (S) None
LEARNING None
ACTIVITIES
OUT OF None
CLASS
WORK
ASSIGNMENT
HOURS 1 hour

Instructional Methods

In developing methodological strategies, it is best to discuss them between teachers and students
in an environment of freedom and mutual agreement in order to ensure that the students make
them their own and take responsibility for their execution and for attaining the goals of this
course.

The following strategies may be used in this class:

1. A review of the literature.
2. Check of the reading.
3. Analysis of assigned readings.
4. Group discussions.
5. Individual and group discussions.
6. Preparation of reports.
7. Preparation of a didactic plan.
8. Carrying out a micro-class.

Instructional Materials and References

None

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Assessment Criteria and Methods of Evaluating Students

Grade Coefficient

AA 4.00

BA 3.50

BB 3.00

CB 2.50

CC 2.00

DC 1.50

DD 1.00

FF 0.00

VF 0.00

Distribution of Grade Elements

In-Term Studies Quantity Percentage

MIDTERM 30%

HOMEWORK 30%

Total 60%

End-Term Studies Quantity Percentage

Final Sınavı 40%

Total 40%

Contribution Of In-Term Studies To Overall Grade 60%

End-Term Studies 40%

Total 100%

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