COURSE UNIT TITLE

: GLOBAL MARKET ANALYSIS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IBS 2016 GLOBAL MARKET ANALYSIS ELECTIVE 3 0 0 5

Offered By

International Business and Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ÖZGE ÖZGEN

Offered to

BUSINESS ADMINISTRATION
International Business and Trade
International Trade and Business (English)

Course Objective

The objective of this course is to increase students' knowledge of theories and methods for advanced global market analysis. This course is configured upon previous marketing and research courses and looks further into the
analytical tools for systematic evaluation of global markets.

Learning Outcomes of the Course Unit

1   Students will be able to define the steps of global market analysis to apply it in a specific industry.
2   Students will be able to demonstrate that they understand the special characteristics of different industries in various country markets and their relevance and implications for international marketers to determine companies overall international investment opportunities.
3   Students will be able to identify sources of foreign market information including secondary data from both published and online materials to be aware of and follow current and future market trends.
4   Students will be able to structure internal and external information in a global market information system (MIS) to generate the effective marketing strategies.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Methods and Guideline of Market Research Define the product and the industry Selection of Markets Russia, China, India, South Korea, Brazil, Japan, Canada, Poland
2 Understanding the product and industry in domestic market
3 Preliminary Screening (Environmental/D-STEP Analysis)
4 Analysis of Industry and Market Potential in International Markets What are the main environmental data about your selected market
5 Competitor Analysis What are the entry barriers for your selected market
6 Customer Analysis Who are the competitors in your selected market How is the customer profile in your selected market
7 PRESENTATIONS OF MARKET ANALYSIS (WRITTEN AND ORAL) FIRST STEP OF THE PROJECT: Draft presentations of market analysis and feedback session
8 PRESENTATIONS OF MARKET ANALYSIS (WRITTEN AND ORAL) FIRST STEP OF THE PROJECT: Draft presentations of market analysis and feedback session
9 ORAL PRESENTATIONS SECOND STEP OF THE PROJECT: Market selection (Deciding on which market is proper for the company presented by instructor)
10 Marketing Plan Preparation
11 Marketing Plan Preparation
12 FINAL PRESENTATIONS THIRD STEP OF THE PROJECT: Final presentations of marketing plan

Recomended or Required Reading

(1) Cavusgil, S. T. (1985). Guidelines for export market research. Business Horizons, 28(6), 27-33.
(2) Robertson, K. R., & Wood, V. R. (2001). The relative importance of types of information in the foreign market selection process. International Business Review, 10(3), 363-379.
(3) Any international marketing text book

Planned Learning Activities and Teaching Methods

Lecture, discussions, group study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 PRJ Project
2 PRS Presentation
3 BNS BNS PRJ * 0.80 + PRS * 0.20


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. The learner will clearly describe the steps of global market analysis in term project.
2. The learner will gather the information from published and online secondary market data by emphasizing the ethical principles and interpret them in well organized manner.
3. The learner will apply an industry based global market analysis by evaluating the economic, political-legal, socio-cultural, demographic, technological factors and competitive environment.
4.The learner will apply marketing research methods into the selected and related topics using their effective oral and written presentation techniques.

Language of Instruction

English

Course Policies and Rules

1.Plagiarism of any type will result in disciplinary action.
2Participation in class is compulsory
3.Attending at least 70 percent of lectures is mandatory.
4.All assignments should be submitted on time. Otherwise will not be accepted.

Contact Details for the Lecturer(s)

ozge.ozgen@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Tutorials 0 0 0
Preparation before/After Weekly Lectures 12 2 24
Preparation for Midterm Exam 0 0 0
Preparation for Final Exam 0 0 0
Preparation for quiz etc. 0 0 0
Preparing Individual Assignments (Term Projects etc.) 0 0 0
Preparing Group Assignments ( Term Projects etc.) 1 40 40
Preparing Presentations 2 10 20
Midterm 0 0 0
Project Final Presentation 0 0 0
Quiz etc. 0 0 0
TOTAL WORKLOAD (hours) 120

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.1544
LO.25242
LO.3334
LO.45545

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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