MARKETING IN GLOBAL ENVIRONMENT

Course Description

The aim of this course is to familiarize students with global competitive business environment and enhance their knowledge and skills required to successfully operate in a dynamic global market place. The course builds upon the primary concepts of marketing and will enable the students to practice applying those concepts to a global environment. The course also focuses on environmental concepts like cultural, demographic, economic, political, and legal factors as they affect a firm’s global success. The main topics include operational and transactional aspects of global marketing strategies on a corporate level. After successfully completing the course, the students will have a better knowledge about the myriad of activities required to compete outside the “home” country.

MARKETING IN GLOBAL ENVIRONMENT

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Green, M. C. & Keegan, W. J. (2020). Global Marketing . Pearson. 20th ed.
2. 02 Cases
3. 03 Articles from journals

Learning Outcomes

1. L01 Design international marketing strategies and competitive market entry approaches based on global integration forces, expansion methods, and ethical considerations, to build sustainable advantage. SOLO 5
2. L01 Design segmentation, targeting, and positioning strategies together with integrated marketing communications that balance standardization, adaptation, and digital technologies for global companies. SOLO 5
3. L01 Evaluate international market entry, sourcing, and global marketing mix strategies to support global business operations. SOLO 4
4. L02 Analyze the global marketing environment to formulate effective product and branding decisions for diverse global markets. SOLO 4

Program Outcomes

1. P01 1. Develops and deepens his / her knowledge in the field of tourism and hotel management based on his / her undergraduate qualifications.
2. P02 2. Have knowledge about management and organization issues in the field of Tourism and Hotel Management.
3. P03 3. Has knowledge about production management and marketing in Tourism and Hotel Management.
4. P04 4. Tourism and Hotel Management, accounting and finance issues.
5. P05 5. Evaluate the concepts, ideas, data, and information in the sectoral and academic fields and solve the problems.
6. P06 6. Understands the interaction between disciplines related to tourism.
7. P07 7. Evaluate the sectoral conjuncture and make predictions about the future, determine strategic goals and targets, plan and implement them.
8. P08 8. Can prepare projects for the sector; take an active role in the programming, evaluation and execution phases.
9. P09 9. Have cognitive abilities such as attention, memory, judgment and evaluation, reasoning, problem-solving and decision making, understanding, and language production.
10. P10 10. Learn how to learn by learning from their mistakes by making solutions to the problems they face and adopt the principle of lifelong learning.
11. P11 11. Analyze the business, its competitors, the sector and the sectoral competitiveness through various graphs, matrices and tables.
12. P12 12. Knows at least one foreign language which is valid in the field of tourism management.
13. P13 13. Has sufficient knowledge about the sector and business issues such as occupational safety, worker health, social security, quality and sustainability.
14. P14 14. Has knowledge about his / her field and can transfer his / her knowledge, predictions, and thoughts orally and in writing.
15. P15 15. Can apply all stages of tourism industry-related businesses from investment decision to operate.
16. P16 16. Strategic, tactical and operational aspects of business management; comprehend local, national, international and global dimensions.

Po-Lo Matrix