Gaziantep University

GAZİANTEP UNIVERSITY

Türkçe
INTERNATIONAL TRADE AND LOGISTICS 
HOMEPAGE
Course Details
Course Title
INTERNATIONAL MARKETING STRATEGIES
Code
UTİL 520
Course Info
Global marketing strategies are examined in this course through a number of fascinating case studies involvingproduct-country images and their growing influence on consumer behavior, quality assessment, perceived value and purchasing likelihood. The impact of country-of-origin cues on consumer perceptions and judgmentsare studied taking cultural, political and economic contexts into account. The course reveals how country associations can be more important in product assessments than price and brand information, and suggests ways ofintegrating country branding into specific marketing techniques.
Credit
3
ECTS
3
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