International Marketing (MKTG 823)

2021 Spring
Sabancı Business School
Marketing(MKTG)
1.50
3
Attila Yaprak ayaprak@sabanciuniv.edu,
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Doctoral, Master
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CONTENT

International Marketing This course aims to familiarize graduate students with the principles and complexities of developing and executing marketing strategies in the global business environment. It is a problem-solving-oriented course designed for MBA students who expect to undertake challenging marketing assignments. In a nutshell, the objective of the course is to present a systematic application of strategic marketing in the global environment. The focus of the course is on the formulation of comprehensive marketing strategies. While the course focuses on North American, Japanese and European multinationals competing in global industries, it also pays special attention to globalizing emerging economy firms. The course is designed for students to develop a critical appreciation of the forces, both external and internal, that are increasingly shaping the marketing function in the global economy in order to recognize, analyze, and evaluate marketing problems encountered in global business operations.

PROGRAMME OUTCOMES


1. Develop the ability to use critical, analytical, and reflective thinking and reasoning

2. Reflect on social and ethical responsibilities in his/her professional life.

3. Gain experience and confidence in the dissemination of project/research outputs

4. Work responsibly and creatively as an individual or as a member or leader of a team and in multidisciplinary environments.

5. Communicate effectively by oral, written, graphical and technological means and have competency in English.

6. Independently reach and acquire information, and develop appreciation of the need for continuously learning and updating.


1. Develop, interpret and use statistical analyses in decision making.


1. Identify and diagnose business problems and opportunities accurately and effectively across a wide range of business domains (accounting, financial management, operations, marketing, strategy, and organizational design), in global and local contexts.

2. Incorporate Cultural Context and Complexities in Their Managerial practice.

3. Assess the performance of an organization in a wide range of business domains, using a range of performance criteria

4. Take leadership in collaborating with others in situations characterized by differing interests, diverse perspectives and skills, in order to create working environments characterized by a sense of mission, shared values, and high levels of commitment and motivation.

5. 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 across a wide range of business domains and levels.