GLOBAL MARKETING COMMUNICATION

Description

Course Title	Course Code	Semester	Required/Elective	Theory + Practice	ECTS
Global Marketing Communication	RHİ521	I. SEMESTER	Elective Courses	3+0	6.0

Language of Instruction	Türkçe
Course Type	Elective Courses
Course Instructor(s)	PROF. DR. MİNE OYMAN
Mode of Delivery	The mode of delivery of this course is face to face
Prerequisites	There is no prequisites and co-requisites
Courses Recommended	İŞL704 Küresel Pazarlama
Reading List	Marieke de Mooij (2014). Global Marketing and Advertising, Four Ed. SAGE Publications, IncErcan Gegez vd.(2012). Küresel Pazarlama Yönetimi, İstanbul: Beta Yayınlarıİbrahim Bakırtaş, Harun Öztürkler, Canan Ay vd. (2013). Stratejik Küresel Pazarlama, Efil YayınlarıNigel Hollis (2011). Küresel Marka, İstanbul: Brand Age Yayınları Warren Keegan , Mark Green (2012). Global Marketing Pearson Education; 7 editionMelissa Aronczyk ( 2013) Branding the Nation: The Global Business of National Identity, OUP USASusan P. Douglas and C. Samuel Craig (2011). \\\"Convergence and Divergence: Developing a Semiglobal Marketing Strategy\\\" Journal of International Marketing, Vol. 19, No. 1.Irem Eren Erdogmus, Muzaffer Bodur and Cengiz Yilmaz (2010). \\\"International strategies ofemerging market firms Standardization in brand management revisited\\\" European Journal of Marketing Vol. 44 No. 9/10Michael A. Merz and Yi He, Dana L. Alden (2008). \\\"A categorization approach to analyzing the global consumer culture debate\\\", International Marketing Review Vol. 25 No. 2Johanna Vanderstraeten and Paul Matthyssens (2008). \\\"Country classification and thecultural dimension: a review and evaluation\\\".International Marketing Review Vol. 25 No. 2Jing Jiang, Ran Wei (2012). \\\"Influences of culture and market convergence on theinternational advertising strategies of multinational corporations in North America, Europe and Asia\\\" International Marketing Review Vol. 29 No. 6John B. Ford, Barbara Mueller vd. (2011). \\\"The Tension between Strategy andExecution: Challenges for International Advertising Research\\\", JOURNAL OF ADVERTISING RESEARCH, March.Desmond Lam, Alvin Lee, and Richard Mizerski (2009). \\\"The Effects of Cultural Values inWord-of-Mouth Communication\\\" Journal of International Marketing, Vol. 17, No. 3Nurhan Babur Tosun ve Müberra Yüksel (2009). \\\"Managing Marketing Communications Strategically in a Developing Country\\\" The Business Review, Cambridge * Vol. 13, Num. 2, DecemberChien-Wei Chen (2011). \\\"Integrated Marketing Communications and New Product Performance in International Markets\\\", Journal of Global Marketing, 24MABEL ZVOBGO and T. C. MELEWAR (2011). \\\"Drivers of Globally Integrated MarketingCommunications: A Review of Literature and Research Propositions\\\", Journal of Promotion Management, 17:1
Assessment Methods	a midterm exam and final exam+ paper
Work Placement	not applicable