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	Prof. KAMİL KAYA
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	Students define the concepts they learned and match them with their corresponding phenomena in the social world.
2	Students interpret concepts and theories taking into account their historical-cultural contexts.
3	Students compare sociological theories with reference to social problems.
4	Students distinguish the significance of ecological, social and economical sustainability for world’s future.
5	Students develop their knowledge on sustainability by the use of information and communication technologies.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students evaluate qualitative and quantitative data of sociological research studies.
2	Students analyse the complicated interactions between the social, cultural, political, economical and demographical phenomena of the global world.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students design a research by their acquired knowledge and experience.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research field study considering the principle of cultural relativity, scientific and ethical values.
2	Students efficiently apply the most suitable information and communication technologies in their studies.
3	Students use their knowledge on ecological, social and economical sustainability in all aspects of their lives.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research on problems which reflect on their fields in the global world undergoing rapid and profound change.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.
2	Students develop their knowledge and skills within the frame of scientific, technological and current developments via adopting the principle of lifelong learning.
3	Students act ethically impartial in their research studies.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students apply the principle of cultural relativity, scientific and ethical values with reference to sustainability throughout their studies in their careers.

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