Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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UIT322 | GLOBAL MARKET ANALYSIS | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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Language of Instruction : | Turkish |
Level of the Course Unit : | BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Prof. ŞENOL DURGUN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define the basic concepts of economics, administrative and human sciences.
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2 |
Explain the general structure, operation and public policy formation process of administration.
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3 |
Relate the principles and rules of political behavior, behavior and leadership in organizations.
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4 |
Relate the knowledge of ecological, economic and social sustainability with information related to the field.
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use information about his / her field in professional life and everyday life.
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2 |
Use information related to ecological, economic and social sustainability in professional life and everyday life.
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret current political and administrative developments and the functioning of the democratic system by using the knowledge of political science and public administration.
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2 |
Define the basic concepts of management, urbanization, environmental policies, political and legal sciences.
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3 |
Relate professional knowledge of management, urbanization, environmental policies, politics and legal sciences to universal values
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Compare the administrative structures and country management models by using the theoretical knowledge in the field of political science and public.
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2 |
Organize events between the public, private sector and voluntary organizations.
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Collaborate with the people in the field of political science and public administration.
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2 |
By using the accumulation of knowledge in political science and public administration; manage project, event and social responsibility activities.
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OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze existing structures with a critical approach based on universal legal norms and administrative structures.
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2 |
Apply the written and unwritten legal rules and ethical codes in his / her personal and professional life.
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Improve himself/herself by following the political and administrative agenda and the written-oral work on the agenda.
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2 |
Debate in the field of political science and public administration with different target groups in multicultural environments.
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OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Taking advantage of the existing history and theoretical knowledge of the field; interpret and analyze current issues, events and problems.
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2 |
Develop original plans and programs to guide the functioning of political and bureaucratic institutions.
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3 |
Develop alternative public policy proposals in the construction and implementation of sustainable and effective public policies.
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4 |
Design reform programs aimed at making and improving the functioning of political and administrative organizations.
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |