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Code MKTG 403
Term 201702
Title International Marketing
Faculty School of Management
Subject Marketing(MKTG)
SU Credit 3
ECTS Credit 6.00 / 6.00 ECTS (for students admitted in the 2013-14 Academic Year or following years)
Instructor(s) Andy Ho Man Ng,
Detailed Syllabus
Language of Instruction English
Level of Course Undergraduate
Type of Course Click here to view.
(only for SU students)
Mode of Delivery Formal lecture,Interactive lecture,Workshop
Planned Learning Activities Interactive,Communicative,Discussion based learning,Project based learning

This course examines the opportunities, characteristics, trends, techniques and strategies related to the marketing concept as it applies to the global markets. Competing in markets of various cultures, the case of multinational corporations, and current economic and marketing issues are examined.


To make students 1) learn key issues in international marketing and the factors that affect international marketing decisions, 2) learn the outcomes of globalization, specifically as it relates to marketing decisions, 3) gain awareness about the existence of cultural differences between nations and possible implications of these differences in the marketing of goods and services, 4) gain perspective regarding the challenge of managing international marketing operations across multiple countries, 5) have some experience in conducting an international marketing research project.

Learning Outcome

At the end of the course, the learner is expected to describe and explain the dynamics of international marketing; e.g., how International marketers manage marketing activities including pricing, promotion, product, and distribution decisions across national borders. S/he should also have an understanding of how environmental factors such as laws, customs, and cultures can change dramatically from country to country and why marketers must take into account these differences if they want to be successful internationally.

Programme Outcomes
Common Outcomes For All Programs
1 Understand the world, their country, their society, as well as themselves and have awareness of ethical problems, social rights, values and responsibility to the self and to others. 5
2 Understand different disciplines from natural and social sciences to mathematics and art, and develop interdisciplinary approaches in thinking and practice. 4
3 Think critically, follow innovations and developments in science and technology, demonstrate personal and organizational entrepreneurship and engage in life-long learning in various subjects. 4
4 Communicate effectively in Turkish and English by oral, written, graphical and technological means. 4
5 Take individual and team responsibility, function effectively and respectively as an individual and a member or a leader of a team; and have the skills to work effectively in multi-disciplinary teams. 5
Common Outcomes ForFaculty of Arts & Social Sci.
1 Develop a thorough knowledge of theories, concepts, and research methods in the field and apply them in research design and data analysis. 4
2 Assess the impact of the economic, social, and political environment from a global, national and regional level. 5
3 Know how to access written and visual, primary and secondary sources of information, interpret concepts and data from a variety of sources in developing disciplinary and interdisciplinary analyses. 5
Common Outcomes ForSchool of Management
1 Demonstrate an understanding of economics, and main functional areas of management. 5
2 Assess the impact of the economic, social, and political environment from a global, national and regional level. 5
International Studies Program Outcomes Core Electives III (International Management)
1 Analyze global affairs from international relations and economics perspectives. 5
2 Demonstrate theoretical and practical knowledge of the international affairs. 5
3 Compete for increasing opportunities in careers within the newly emerging global institutions. 5
4 Evaluate the international political events and present their views and positions on international affairs with advanced oral and written skills. 4
Management Program Outcomes Area Electives
1 Pursue open minded inquiry and appreciate the importance of research as an input into management practice. 5
2 Know how to access, interpret and analyze data and information and use them to make informed decisions. 5
3 Work effectively in environments characterized by people of diverse educational, social and cultural backgrounds. 4
4 Identify, select, and justify strategies and courses of action at the divisional, business, and corporate levels of analysis and to develop effective plans for the implementation of selected strategies. 4
Assessment Methods and Criteria
  Percentage (%)
Final 20
Midterm 20
Participation 5
Group Project 55
Recommended or Required Reading

International Marketing, by Cateora / Gilly / Graham, McGraw-Hill