Course Name Code Semester T+U Hours Credit ECTS
Marketing Across Cultures UTC 425 7 2 + 0 2 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Optional
Course Coordinator Dr.Öğr.Üyesi AYŞEGÜL KARATAŞ
Course Lecturers Dr.Öğr.Üyesi AYŞEGÜL KARATAŞ,
Course Assistants
Course Category Field Proper Education
Course Objective

The main objective of the course is to ensure that the students are be aware of the problems that arise from cultural differences in international marketing and be prepared for the measures that can be taken in this regard.

Course Content

In this course, marketing mix elements will be discussed from the perspective of international cultural differences. The elements of culture will be presented as some of the main factors that determine success or failure in international marketing.

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Understands the elements and dynamics of culture. Lecture, Testing, Homework,
2 Is aware of the importance of culture in determining product strategies Discussion, Homework, Testing,
3 Have an idea about which cultural dimensions causes the differences in the way of doing business in different cultures. Question-Answer, Lecture, Testing, Homework,
4 Adopts the role of culture in promotion and distribution. Discussion, Question-Answer, Lecture, Testing, Homework,
5 Gains knowledge of attitudes towards negotiation or bargaining in different cultures and learns to consider this in pricing. Discussion, Question-Answer, Lecture, Homework, Testing,
6 Based on the examples related to marketing mistakes made by companies related to culture, he / she will be more prepared about cultural differences. Discussion, Lecture, Homework, Testing,
Week Course Topics Preliminary Preparation
1 Course Content Presentation
2 Culture and Elements of Culture
3 Local Customers and Globalization of Consumption
4 Intercultural Consumer Behavior
5 Intercultural Product Policies -1
6 Intercultural Product Policies - 2
7 Critical Role of Pricing in Relationship Marketing
8 Intercultural Marketing Communication - Advertising
9 Intercultural Marketing Communication - Public Relations, Networking, Personal Selling
10 Intercultural Marketing Negotiations -1
11 Intercultural Marketing Negotiations - 2
12 Countries and Cultures -1
13 Countries and Cultures - 2
14 Countries and Cultures - 3
Course Notes
Course Resources

Marketing Across Cultures (6th Edition) by Jean-Claude Usunier and  Julie Anne Lee, Pearson.

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Providing field knowledge X
2 Developing analytical thinking skills X
3 Developing entrepreneurial personality traits X
4 :Being an entrepreneur and Intrapreneurship X
5 Firm-level problem detection and solution X
6 Problem detection and solution across the economy X
7 Oral and written communication skills X
8 Team building and development X
9 :Ethical awareness X
10 Ethical and social responsibility in problem solving X
Evaluation System
Semester Studies Contribution Rate
1. Ödev 15
1. Ara Sınav 50
2. Ödev 20
3. Ödev 15
Total 100
1. Final 40
1. Yıl İçinin Başarıya 60
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 14 2 28
Hours for off-the-classroom study (Pre-study, practice) 14 3 42
Assignment 1 15 15
Final examination 1 30 30
Total Workload 115
Total Workload / 25 (Hours) 4.6
dersAKTSKredisi 5