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About the Programme Academic Staff Program Qualifications Lessons Matrix of Course & Program Qualifications Turkish Qualifications Framework (TQF) TQF & Program Qualifications
  1. Graduate School
  2. Department of Business Administration
  3. Master of Business Administration (MBA) Degree
  4. International Business
  5. Course Structure Diagram with Credits
  6. Strategic Global Marketing
  7. Description
  • Description
  • Learning Outcomes
  • ECTS Credit Load
  • Course's Contribution to Program
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Last Updated: 29/09/2025

Code - Course Title Compulsory/Elective Laboratory + Practice ECTS
İŞL704 - Strategic Global Marketing II. SEMESTER 3 +0 6.0
Language of Instruction Türkçe
Course Type Required Courses
Course Instructor(s) DOÇ. DR. NUR ÖZER CANARSLAN
Mode of Delivery The mode of delivery of this course is Face to face
Place of Delivery
Used Educational Platforms
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recomended There is no recommended optional programme component for this course.
Recommended Resources 1. Mehmet İsmail Yağcı, Harun Öztürkler vd. (2013). Stratejik Küresel Pazarlama, 2. Baskı, (Ed. N. Timur ve A. Özmen), Ankara: Efil Yayınları.2. Ercan Gegez, Emrah Cengiz vd. (2008). Küresel Pazarlama Yönetimi, İstanbul: Beta Yayınevi.3. İpek Altınbaşak Farina, Ercan Gegez vd. (2013). Küresel Pazarlama, (Ed. S.A. Öztürk ve N. F. Ersoy), Anadolu Üniversitesi, AÖF Ya. No:1779.4. Murat Canıtez ve Ferhat Ecer (2010). Uluslararası Pazarlama, Ankara: Gazi Yayınları5. Mehmet Karafakioğlu (2010 ). Uluslararası Pazarlama Yönetimi, İstanbul: Beta Yayınevi6. Cem Kozu (2009). Uluslararası Pazarlama, İş Bankası Kültür Yayınları7. Nigel Hollis (2011 ). Küresel Marka, İstanbul: Brandage8. Simon Anholt (2003). Global Markaların Yerel Çuvallamaları, İstanbul: MediaCat Yayınları.9. Masaaki Kotabe ve Kristiaan Helsen (2008). Global Marketing Management, Hoboken, N.J. : Wiley.10. Michael N. Czinkota ve Ilkka A. Ronkainen (2007 ). International Marketing, 8th. Ed. Mason : Thomson/Southwestern.
Work Placement there is no work placement
Aims of the Course

Weeks Learning Outcomes Topics Teaching Methods
Week - 1 Internationalization concepts and the Internationalization Process of Firms
Week - 2 Motives of firms for Internationalization
Week - 3 Globalization and born global
Week - 4 Global Competitive Strategies
Week - 5 Market Segmentation and target marketing: Evaluation markets
Week - 6 Factors influencing market and entry strategy selection
Week - 7 Analysis of International Marketing Environment: Social and Cultural Environment
Week - 8 Analysis of International Marketing Environment: Legal and Political Environment
Week - 9 Analysis of International Marketing Environment: Economic Environment
Week - 10 Product, Brand and Packaging Strategies for Global Markets
Week - 11 Global Pricing Strategies
Week - 12 Global Distribution and Retailing Strategies
Week - 13 Global Marketing Communications Strategies
Week - 14 Ethics and Corporate Social Responsibility in Global Marketing

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Assessment Method and Passing Requirements
Quamtity Percentage (%)
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