E-Commerce and Marketing
Course Details
KTO KARATAY UNIVERSITY
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 08021112 | Global Marketing | 2026 | Spring | 2 | 3+0+0 | 5 | 5 |
| Course Type | Elective |
| Course Cycle | Associate (Short Cycle) (TQF-HE: Level 5 / QF-EHEA: Short Cycle / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | - |
| Instructor(s) | Asst. Prof. Hacı Halil BAŞER |
| Instructor Assistant(s) | - |
Course Instructor(s)
| Name and Surname | Room | E-Mail Address | Internal | Meeting Hours |
|---|---|---|---|---|
| Asst. Prof. Hacı Halil BAŞER | C-131 | [email protected] | 7404 | Tuesday 14:00-16:00 |
Course Content
The Global Marketing course offers a practical, hands-on training program aimed at taking a local brand or e-commerce startup to global markets (e-export) through digital channels. Over the 14-week curriculum, students learn operational processes such as data-driven target market analysis, cultural adaptation, global marketplace management (Amazon, Etsy, etc.), and international logistics and payment systems. Furthermore, the program covers multi-country targeted digital advertising management, global SEO, and AI-powered performance marketing strategies, aiming to equip students with the operational competence to develop strategies and manage campaigns directly within the cross-border digital commerce ecosystem.
Objectives of the Course
The main objective of the course is to enable students to analyze digital consumer behavior in different countries, conduct global market analysis, and plan and manage e-commerce-focused cross-border marketing strategies (B2C and B2B) taking into account budgetary, logistical, and cultural factors.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | X |
| Specialization / Field Courses | X |
| Support Courses | |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | Possesses fundamental, up-to-date, and practice-oriented knowledge related to their profession, and uses it effectively. | 5 |
| P8 | Upholds social, scientific, cultural, and ethical values throughout the processes of collecting and evaluating data, and disseminating findings within the field. | 3 |
| P13 | Plans digital marketing processes within the e-commerce sector. | 5 |
| P14 | Manages warehouse and shipment processes in the e-commerce sector. | 4 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | P.1.1 | 1 |
| O2 | They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective. | P.8.1 | 1 |
| O3 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | P.13.2 | 1 |
| O4 | They know how to implement compatible marketing strategies for mobile applications and mobile websites. | P.13.4 | 1 |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Global Marketing: Basic Concepts and Scope |
| 2 | Foreign Trade and Global Marketing |
| 3 | Global Market Environment Variables |
| 4 | Global Market Research |
| 5 | Global Market Entry Strategies |
| 6 | Product Strategies for Global Markets |
| 7 | Quiz + Review |
| 8 | Product Pricing in Global Markets |
| 9 | Distribution Strategy in Global Markets |
| 10 | Promotion and Focus in Global Marketing |
| 11 | Product Promotion in Foreign Markets and Global New Markets |
| 12 | Global Markets and Export Operations |
| 13 | Examples of Successful Global Marketing |
| 14 | Quiz + Review |
Textbook or Material
| Resources | Mehmet KARAFAKİOĞLU (2010). International Marketing Management. Beta Publishing. |
| Kenan AYDIN (2005). Cultural Influences in International and Global Marketing. Nobel Publishing. |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | 2 | 20 (%) |
| Listening | - | - |
| Midterms | 1 | 35 (%) |
| Final Exam | 1 | 45 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 14 | 3 | 42 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 6 | 8 | 48 |
| Midterms | 1 | 10 | 10 |
| Quiz | 2 | 15 | 30 |
| Homework | 0 | 0 | 0 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 20 | 20 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 150 | ||
| Total Work Load / 30 | 5 | ||
| Course ECTS Credits: | 5 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P8 | P13 |
|---|---|---|---|---|
| O1 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | 4 | - | - |
| O2 | They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective. | - | 5 | - |
| O3 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | - | - | 5 |
| O4 | They know how to implement compatible marketing strategies for mobile applications and mobile websites. | - | - | 3 |