COURSE UNIT TITLE

: GLOBAL MARKET ANALYSIS

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IBS 3121 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

PROFESSOR CANAN MADRAN

Offered to

International Business and Trade

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

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Global Market Analysis Global Map Analysis
2 Environmental Analysis PEEST Analysis I
3 Environmental Analysis PEEST ANalysis II
4 Industry Analysis I Porter's Five Forces Bargaining Power of Suppliers, Bargaining Power of Buyers, Threats From Substitutes, Threats From Other Entrants, Rivalry Within Industry, Current Environmental Factors (Legal, Social, Physical, etc.)
5 Industry Analysis II SWOT Analysis Identify critical competitive dimensions of the industry -- What are the critical success factors (CSF) in the industry , Identify mobility barriers (if relevant), Use the three above to identify marginal groups, trends in rivalry, and hence opportunities and threats for individual competitors. Examine the Economic Structure of the Industry
6 Global Market Research Market Research Techniques
7 Cultural Convergence China, India, Russia, Africa, Europe
8 Global product Development Adaptation& Standardization
9 Global Distribution Where, how, when and who to distribute Global Logistics
10 Cross-Border Pricing What will be the price and why
11 Global Promotion What and how to communicate
12 Final Presentations Full Presentation Market Analysis and Global Marketing Plan

Recomended or Required Reading

Schmidt, M. and Hollensen, S. (2006) Marketing Research: An International Approach, Prentice Hall
Malhotra, N. (2010) Marketing Research: an Applied Orientation, Sixth Edition, Pearson Prentice Hall

Planned Learning Activities and Teaching Methods

Lecture, discussions, group study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 PRS Presentation
3 FCG FINAL COURSE GRADE MT * 0.40 + PRS * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

1. The learner will clearly describe the steps of global market analysis in midterm and final exams.
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)

bilge.aykol@deu.edu.tr

Office Hours

Wednesday 15-10-17.10

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 1 10 10
Preparation for Final Exam 1 15 15
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 1 5 5
Midterm 1 1,5 2
Final 1 1,5 2
Quiz etc. 0 0 0
TOTAL WORKLOAD (hours) 134

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.142455
LO.25342
LO.3445
LO.4445