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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 : 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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

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
Describe basic communication theories with the knowledge gained in public relations and publicity.
2
List the main features of communication in items.
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
3
Tell the basic concepts of public relations and advertising in detail.

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
2
Use the leadership, communication and presentation skills in occupational events.

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
3
Create communication programs within the public relations and advertising campaign.

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.

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