COURSE UNIT TITLE

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

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

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

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.

IN THIS COURSE, THERE WILL BE 1 TERM PROJECT AND ALL GRADING OF THE COURSE WILL BE MADE BASED ON THE TERM PROJECT. The TERM PROJECT will be in the form of group work (6 students in a group).

The following scale will be used for the assessment of all criteria. The criteria are also presented below the scale with point values.
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

CRITERIA USED FOR THE ASSESMENTS OF GRAND ASSIGNMENT:
1. First Draft Version of Market Analysis Report (20 % of TERM PROJECT GRADE):
Report will include answers to following questions:
What are the main environmental data about your selected market
What are the entry barriers for your selected market
Who are the competitors in your selected market
How is the customer profile and consumption habits in your selected market
Academic writing skills will be controlled (Correct APA format of citations in paper; correct APA format for bibliography, complete source information; format of the text: single spaced text, proper headings and margins, justified text and professional Outlook)

2. Market Analysis Report (60 % of TERM PROJECT GRADE)
Analysis about following parts
Macro Environmental Analysis -20 points
Industry Analysis -20 points
Competitor Analysis-20 points
Customer Analysis-20 points
Opportunities and Threat Analysis-20 points

3. Marketing Plan (20 % of TERM PROJECT GRADE)
Marketing Plan will include following strategies for selected country
Product Strategies 25 point
Pricing Strategies 25 point
Distribution Strategies 25 point
Promotion Strategies 25 point

PRESENTATION SKILS (10 % OF OVERALL GRADE)
Presentations will be graded according to following criteria
Knowledge of content / Organization of content -25 points
Design of visuals / Professional outlook - 25 points
Language clarity / Grammatical correctness -25 points
Time management / Eye contact/Audience engagement -25 points
GROUP ASSESMENTS (10 % OF OVERALL GRADE) Each group member assess the other group members contribution level to term Project. Average grade of the team members will be student s group assessment grade

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

Contribution of Learning Outcomes to Programme Outcomes