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 | Assist.Prof. NİSA GÜLENER YILDIRIM |
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 |
Define the basic concepts of economics, administrative and human sciences.
|
||||||
2 |
Summarize the basic communication theories with information about the field of Radio Television and Cinema.
|
||||||
3 |
Communicate and explain the current information about communication with communication theories.
|
KNOWLEDGE |
|||||||
---|---|---|---|---|---|---|---|
Factual |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Relate the knowledge and facts in the field of communication with other areas of social sciences such as law, philosophy, economics, politics, and sociology.
|
||||||
2 |
Explain the structure and operation of the radio, television and cinema industries and use this information in their professional life.
|
SKILLS |
|||||||
---|---|---|---|---|---|---|---|
Cognitive |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Using the data sources published in his / her field effectively, he /she conduct research and use the results in his / her studies.
|
||||||
2 |
Analyze the international media structures and choose the media structure that is appropriate for his/her community.
|
SKILLS |
|||||||
---|---|---|---|---|---|---|---|
Practical |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze and evaluate social events at national and international level through media practices.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Autonomy & Responsibility |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply his / her knowledge about media management and organization in his / her professional life.
|
||||||
2 |
Propose individual or team solutions for any problems in professional applications and production.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Learning to Learn |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Follow the developments in the field of communication, the studies related to the field and the mass media tools, and critically discuss the acquired knowledge.
|
||||||
2 |
Critically interpret the economic, political and sociological dimensions of the media.
|
||||||
3 |
Recognize universal norms of law and evaluate existing structures in the field of communication in the context of communication law and communication ethics and apply these gains throughout life.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Communication & Social |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Conduct literature research in a foreign language related to his/her field.
|
||||||
2 |
Prepare presentations for the film festival in Turkey and abroad, media organizations and communication symposia by using the communication skills.
|
OCCUPATIONAL |
|||||||
---|---|---|---|---|---|---|---|
Occupational and/or Vocational |
|||||||
Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Defend scientific, social and ethical values in his / her field studies.
|
||||||
2 |
Create film history, script, fiction, audio and video techniques knowledge and designs short or feature film stages.
|
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 |