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GLOBAL MARKET ANALYSIS PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
UIT322 GLOBAL MARKET ANALYSIS 5 3 3 5

GENERAL INFORMATION

Language of Instruction :
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :
Mode of Delivery of the Course Unit
Coordinator of the Course Unit Assoc.Prof. BÜLENT İLHAN
Instructor(s) of the Course Unit
Course Prerequisite No

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: The objective of the course is to provide students with the ability to make global market analysis. At the end of the course, students will be able to analyze the causes and results of developments in global markets.
Contents of the Course Unit: Contents of the course include; "think global, act local" approach, elements effecting global marketing environment, global information system and market research, market segmentation and positioning, import-export and resource creation, global market entry strategies, global marketing mix, global competitive advantage, organization in global firms and the social responsibility of company.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Define the steps of global market analysis and apply them to a specific sector ( Bloom 3).
Analyze the specific characteristics of different sectors in various markets and their impact on international marketing actors. (Bloom 4)
Define the origin of foreign market information, including published and online secondary data to be aware of current and future market trends. (Bloom 1)
Organize internal and external information in the global market information system in order to develop effective marketing strategies (Bloom 3).

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Reading and literature review What is Global Marketing, "Think Global, Act Local" approach Narration, discussion
2 Reading and literature review Factors Affecting the Global Marketing Environment; Elements of Political, Economic, Social and Legal Environment Narration, discussion
3 Reading and literature review Global Information System and Market Research Narration, discussion
4 Reading and literature review Global Information System and Market Research Narration, discussion
5 Reading and literature review Market Segmentation in Global Markets, Target Market, Positioning Narration, discussion
6 Reading and literature review Market Segmentation in Global Markets, Target Market, Positioning Narration, discussion
7 Reading and literature review Import-Export and Resource Creation Narration, discussion
8 - MID-TERM EXAM -
9 Reading and literature review Import-Export and Resource Creation Narration, discussion
10 Reading and literature review Strategies to Enter Global Markets Narration, discussion
11 Reading and literature review Global Marketing Mix: Product, Brand, Price, Distribution, Advertisement, Sales Promotion Decisions Narration, discussion
12 Reading and literature review Strategic Competition Advantages Narration, discussion
13 Reading and literature review Competitor Analysis Narration, discussion
14 Reading and literature review Organization in Global Markets and Social Responsibilities of Companies Narration, discussion
15 Reading and literature review Examples of Global Companies, Class Discussion Narration, discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Keegan, W &Green, M. (2015), Küresel Pazarlama, (Çev), Ankara: Nobel Yayınevi
İslamoğlu, A. H. (2014), Küresel Pazarlama, İstanbul: Beta Basım Yayın
Kumar, V. (2015) Global Marketing Research, Sage Press
Malhotra, N. (2010), Marketing Research: an Applied Orientation, (6th Edition), London: Pearson

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Define the basic concepts of economics, administrative and human sciences. (Bloom 1)
2
Evaluate the economic environment and overall sustainability of firms. (Bloom 4)

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate principles and concepts of economics and finance with other disciplines. (Bloom 4)
2
Define principles, concepts, methods and theories related with economics and finance. (Bloom 1)

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Interpret the charts and tables related to the field. (Bloom 2)

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the theoretical models of economic policies which have direct or indirect effects by using the facts and dynamics of the economic system.(Bloom 4)
2
Analyze economic and financial reports. ((bloom 4)
3
Use basic mathematics, statistics and econometric methods and tools to solve economic and financial problems. (Bloom 3)
4
Interpret the operation of current economic, political and social events by using institutional information related with Economics and Finance.(Bloom 2)

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Organize economic and financial activities in humanitarian and social terms with adherence to ethics. (Bloom 4).

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop a critical perspective on national and international economic, political, social, financial and development problems. (bloom 6)

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the agenda on economics, politics and social issues and improve himself/ herself. (bloom 6)

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze current issues and problems by using the structure and properties of Macro and Microeconomics and variables. (Bloom 4)
2
Evaluate the effectiveness of the general economic system and public policies and their effects on markets and basic economic variables.(Bloom 4)
3
Analyze the cause and effect relationships between the relevant economic variables. (Bloom 4)
4
Evaluate the expected trends and portfolio analyzes in interest and exchange rates within the framework of the general financial system. (Bloom 4)

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 14 2 28
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 0 0 0
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 7 5 35
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 5 4 20
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 42 0 127
Total Workload of the Course Unit 127
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0