'Digital' mobilization
Izmir University of Economics (IUE) started a 'digital transformation' movement in order for students to improve themselves in this field ...
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Department of Foreign Trade (Turkish)
DT 205 | Course Introduction and Application Information
| Course Name |
Promotion of Foreign Trade
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
DT 205
|
Fall
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Short Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ALecture / Presentation | |||||
| National Occupation Classification | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to enable students to effectively use, analyze, and evaluate promotional activities, such as advertising, public relations, sales promotion, direct marketing, personal selling, and digital marketing, at both practical and theoretical levels within the processes of international trade (export, import). Throughout the course, students will design a promotion campaign in foreign trade, exploring ways to ensure cultural compatibility and gain a competitive advantage in the international arena. This course emphasizes the importance of digitalization and cultural awareness for success in global trade, encouraging students to put these skills into practice. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course focuses on the development and implementation of effective promotional strategies in international trade. It covers the use of digital marketing tools, strategies for different cultural markets, and the management of promotional activities on an international scale. Students create successful campaigns by utilizing both digital and traditional promotional tools tailored to the cultural characteristics of the target market. Additionally, the course equips students with the skills to engage in strategic planning on digital marketing platforms and social media channels, develop customized solutions based on cultural differences, and analyze the impact of these activities. |
| Related Sustainable Development Goals |
|
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course, international trade, and marketing communication | Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing (10th ed.). Cengage Learning. Karafakıoğlu, M. (2015). Uluslararası pazarlama yönetimi (9th ed.). Beta Yayınları. |
| 2 | Marketing mix, promotional activities, and marketing communication | Kotler, P., & Keller, K. L. (2020). Marketing management (15th ed.). Pearson Education. Karafakıoğlu, M. (2015). Uluslararası pazarlama yönetimi (9th ed.). Beta Yayınları. |
| 3 | Branding process and strategic brand management | Keller, K. L. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education. Tek, Ö. B. (1999). Pazarlama ilkeleri (8th ed.). Beta Yayınları. |
| 4 | Promotion mix: Advertising and message strategy / Case study analysis | Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education. Keegan, W. J., & Green, M. C. (2015). Küresel pazarlama (R. Tatlıdil, Ed.). Nobel Yayın Dağıtım. |
| 5 | Promotion mix: Public relations / Case study analysis | Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart, and Winston. Odabaşı, Y., & Oyman, M. (2018). Pazarlama iletişimi yönetimi (16th ed.). Mediacat Yayınları. |
| 6 | Promotion mix: Sales promotion / Case study analysis | Blattberg, R. C., Briesch, R., & Fox, E. J. (1995). How promotions work. Marketing Science, 14(3_suppl), G122–G132. https://doi.org/10.1287/mksc.14.3.G122 Odabaşı, Y. (2013). Satışta ve pazarlamada müşteri ilişkileri yönetimi (6th ed.). Mediacat Yayınları. |
| 7 | Promotion mix: Direct marketing / Case study analysis | Stone, B., & Jacobs, R. (2007). Successful direct marketing methods (8th ed.). McGraw-Hill Education. Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri (4th ed.). Mediacat Yayınları. |
| 8 | Midterm exam week | |
| 9 | Promotion mix: Personal selling / Case study analysis | Futrell, C. (2014). Fundamentals of selling: Customers for life through service (13th ed.). McGraw-Hill Education. Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri (4th ed.). Mediacat Yayınları. |
| 10 | Promotion mix: Digital marketing (SEO, SMM, digital advertising, digital public relations) / Case study analysis | Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson Education. İslamoğlu, A. H., & Fırat, D. (2016). Stratejik marka yönetimi (3rd ed.). Beta Yayınları. |
| 11 | Promotion mix: Digital marketing (content marketing, website marketing, e-commerce, and email marketing) / Case study analysis | Pulizzi, J. (2014). Epic content marketing: How to tell a different story, break through the clutter, and win more customers by marketing less. McGraw-Hill Education. Clow, K. E., & Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi (7th ed., G. Öztürk, Trans.). Mediacat Yayınları. |
| 12 | Promotional activities in international trade and culture | de Mooij, M. (2019). Global marketing and advertising: Understanding cultural paradoxes (5th ed.). SAGE Publications. Clow, K. E., & Baack, D. (2016). Bütünleşik reklam, tutundurma ve pazarlama iletişimi (7th ed., G. Öztürk, Trans.). Mediacat Yayınları. |
| 13 | Student project presentations | Students present their chosen topic face-to-face in the classroom. |
| 14 | Student project presentations | Students present their chosen topic face-to-face in the classroom. |
| 15 | Student project presentations | Students present their chosen topic face-to-face in the classroom. |
| 16 | Final exam week |
| Course Notes/Textbooks |
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam |
1
|
35
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
65
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
35
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
1
|
16
|
| Study Hours Out of Class |
14
|
2
|
28
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
0
|
||
| Project |
1
|
18
|
18
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
12
|
12
|
| Final Exam |
1
|
24
|
24
|
| Total |
146
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
|||||
|
1
|
2
|
3
|
4
|
5
|
|||
| 1 |
To be able to track current developments in the field of international trade and analyze its impacts. |
-
|
-
|
-
|
-
|
-
|
|
| 2 |
To be able to possess knowledge of state aids, incentives, and grant programs related to foreign trade. |
-
|
-
|
-
|
-
|
-
|
|
| 3 |
To be able to utilize online and software-based programs to obtain and report statistical data related to international trade. |
-
|
-
|
-
|
-
|
-
|
|
| 4 |
To be able to have knowledge about national and international legal rules and regulations used in foreign trade. |
-
|
-
|
-
|
-
|
-
|
|
| 5 |
To be able to apply branding, digital marketing, and promotional activities in the fields of international trade. |
-
|
-
|
-
|
-
|
-
|
|
| 6 |
To be able to analyze risks arising from economic, political, legal, and social environmental conditions in foreign trade. |
-
|
X
|
-
|
-
|
-
|
|
| 7 |
To be able to plan and implement decision-making processes in logistics and supply chain management. |
-
|
-
|
-
|
-
|
-
|
|
| 8 |
To be able to have knowledge about the current status and updates of national and international customs procedures and taxation processes. |
X
|
-
|
-
|
-
|
-
|
|
| 9 |
To be able to possess written, verbal, and non-verbal communication skills and determine strategies suitable for cultural differences. |
-
|
-
|
-
|
-
|
-
|
|
| 10 |
To be able to effectively use at least one foreign language to gather information and communicate in the field of foreign trade ("Common European Framework of Reference for Languages," A2 level). |
-
|
-
|
-
|
-
|
-
|
|
| 11 |
To be able to acquire basic knowledge in economics, finance, and accounting, be familiar with banking and exchange regulations, and follow developments in these areas from a foreign trade perspective. |
-
|
X
|
-
|
-
|
-
|
|
| 12 |
To be able to assess knowledge in societal contribution topics such as environmental sustainability and economic development, and make decisions based on the principles of professional ethics, accountability, and responsibility. |
-
|
-
|
X
|
-
|
-
|
|
| 13 |
To be able to possess interdisciplinary working skills and apply these skills in professional life. |
-
|
X
|
-
|
-
|
-
|
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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