After breaking the Berlin Wall and changing the governmental system in Soviet Union, the world became flat and a new era in globalization has begun. After 2007 with the important innovations in technology like iPhone, social media, cloud technologies etc. have changed all the business models. The companies tried to reduce its costs with the help of these new technologies and to invest in foreign and far markets more than ever(outsourcing). The markets became more homogenous each day with global brands. As an obstacle of this globalization consumers and market behave also culturally different from each other. In this class the students will deal with the dimensions of global marketing (internationalization theories, environmental analysis, market selection, market entry strategies, adaptation vs. standardization of marketing programs, global marketing research, generating 4 P’s of marketing, controlling and global business ethics). Also, we will discuss with the in-class presentation the changing roles of global consumers, and regions (ASEAN countries, EU, US, Africa etc). after the pandemic and the forecasts about 2050 in global business.

At the end of this course the students will be able to understand the basic principles of International marketing. They will have a broader view about the international and global marketing and the components of this system. See below for the subjects that will be discussed. At the end of each course week the students should present a small key study about a brand.

After this class, the students will have a broader view about global business, the changing trends about global consumers, shopping habits, and the development of different regions like emerging countries and base of the pyramid. Also, they will gain insights about the success and lessons from global companies from different countries. For their future business carrier this insight will give them a broader acceptance of different cultures and business models.

According to the examination regulations, full student attendance is provided for a PI. Students need to attend at least 80% of class sessions in order to pass the course successfully. (They can miss 3 classes only in case of sickness etc.).In case of an absence, please notify the lecturer in advance.

Lectures, presentations, discussions, case studies, guest lectures

Grading Components:

• Team Presentations (30 Points)
• In class participation (10 Points)
• Final Exam (60 Points)

Grading Scale:

90 Points or more: 1 (excellent)

80 Points or more: 2 (good)

70 Points or more: 3 (satisfactory)

60 Points or more: 4 (sufficient)

59 Points or below: 5 (fail)

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Introduction to Global Marketing
The Global Market Place
Importance of Global Marketing
Management Orientations (Ethnocentric Orientation, Polycentric Orientation, Regiocentric Orientation, Geocentric Orientation)
Situation Analysis the World today, the change after Pandemic and its effects to the World economy

Macro Environment
Economic Environment, Political and Legal Environment, Trade Blocks
Social and Cultural Environment (Hofstede Dimensions, Lifestyles, Values)

Approaching Global Markets
Global Information Systems and Market Research
Market selection process
Segmentation Targeting and Positioning
Global Market Entry Strategies: Licensing, Investments and Strategic Alliances

Global Marketing Mix
Brand and Product Decisions in Global Marketing
Pricing Decisions
Global Marketing Channels and Physical Distribution
Global Marketing Communications Decisions 1: Advertising and PR
Global Marketing Communications 2: Sales Promotion, PR, Special Forms of Marketing Communication
Global Marketing and Digital Revolution

Business Ethics

Corporate Social Responsibility