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	-
Coordinator of the Course Unit	Assoc.Prof. SARP BAĞCAN
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

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