International Marketing (ISL416) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
International Marketing ISL416 3 0 0 3 5
Pre-requisite Course(s)
Course Language Turkish
Course Type N/A
Course Level Bachelor’s Degree (First Cycle)
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Question and Answer.
Course Coordinator
Course Lecturer(s)
  • Prof. Dr. Mithat ÜNER
Course Assistants
Course Objectives Although the world economy has begun to lose its globalization trend against the major problems it has experienced in recent years, the volume of trade between the world countries in 2017 was $ 22.62 trillion. The enterprises are in an intensive search to get share from the international trade cake that is having a historical summit or to increase their share. Students who take international marketing courses will be able to have knowledge about international marketing environment, world trade, globalization, international management theories, emerging markets, analysis of other countries' markets and market entry strategies, international marketing strategies, standardization and adaptation. On the other hand, it is also recommended that students who wish to specialize in international business and to work in a foreign license and internship in another country. In summary; international marketing course, in a country other than Turkey in terms of student plan or a multinational company in Turkey to work in places that would be particularly useful.
Course Learning Outcomes The students who succeeded in this course;
  • Learning about the basic concepts, related issues, approaches and theories related to international marketing management
  • Conducting environmental analysis by identifying the economic, social, cultural , political, legal and regulatory environmental factors
  • Being able to compare consumers and their buying behavior patterns around the globe
  • Developing foreign market entry modes and strategies
  • Understand the course of marketing mix members in international markets
  • To know the environmental factors that affect the marketing activities of the enterprises in foreign markets
Course Content Topics related to international marketing, definition of international markets, international marketing strategy and market entry methods, planning, implementing and controlling of product, price, place and promotion strategies for global marketplace.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 International marketing concept and internationalization process
2 International marketing environment: economic environment
3 International marketing environment: cultural environment
4 International marketing environment: technological, political and legal environment
5 Sector and competition analyses in international markets
6 Customer analysis in international markets
7 Competition and positioning strategies in international markets
8 Mid-term exam
9 International marketing research
10 Foreign market entry strategies
11 Product strategies in international markets
12 Pricing strategies in international markets
13 Distribution strategies in international markets
14 Promotion strategies in international markets
15 Organization and control of the international marketing programme
16 Final


Course Book 1. Dersin kitabı- S.Tamer Çavuşgil, Gary Knight ve John Riesenberger (2017), “International Business”, Global Edition, Fourth Edition, Pearson Education Limited: Essex.

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 1 10
Presentation 1 10
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 40
Final Exam/Final Jury 1 40
Toplam 4 100
Percentage of Semester Work 60
Percentage of Final Work 40
Total 100

Course Category

Core Courses
Major Area Courses X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 Having the conceptual and applied knowledge about the basic functions of the business and gaining the ability to use the knowledge
2 To be able to diagnose the problems related to the field of business, to use scientific approaches effectively in the solution of problems and decision-making processes.
3 To be able to reveal and analyze the environmental, social, global effects and legal consequences of the applications related to the basic functions of the business.
4 To be able to analyze information and reports that concern businesses at the national, regional and global level, to set strategic goals according to the results obtained X
5 Gain the ability to use, report and interpret Business Information Systems and sub-modules required by business management
6 Planning necessary activities such as starting a new business with innovative and creative thinking and taking risks for the sustainability of the business, finding resources, making market analysis, preparing a business plan, and using the learned information in this direction. X
7 Being aware of the fact that the research and learning process continues throughout life, to be able to follow the scientific and technological developments related to the business, to support oneself and the organization in innovation and continuous development.
8 To have the necessary leadership and managerial skills to achieve business objectives effectively and efficiently.
9 To be able to conduct scientific research in the field of business and report the results of the research to be used in managerial decision-making processes.
10 To be able to transfer information about the field of business using effective verbal, written and visual communication methods in the language of learning and professional English
11 To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values
12 Working effectively with different disciplines or multicultural teams, taking responsibility, making risk analysis, adapting to change, critical thinking and using initiative in problem solving
13 .

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class 14 1 14
Presentation/Seminar Prepration 1 10 10
Homework Assignments 1 15 15
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 20 20
Total Workload 127