ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| New Media | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General course introduction information
| Course Code: | UTIC404 | ||||||||
| Course Name: | Target Market Economies | ||||||||
| Course Semester: |
Spring |
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| Course Credits: |
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| Language of instruction: | TR-EN | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | University Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Assoc. Prof. BÜLENT HOCA | ||||||||
| Course Lecturer(s): |
Öğr.Gör. YAVUZ ÖZUTKU |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | The purpose of this course is to prepare students to be managers for the increasingly competitive international trade world. The emphasis of this course will be on concepts and categories of target market economies. Through chapters, readings, and case analyses, we will discuss issues related to concepts of economic analysis of target markets, geographical and economic categories of target markets, integrations of countries, regional groupings of countries, importance of emerging economies, how to do business in emerging and developing countries, the target market economies of Turkey. During the lectures, students will be taking on leadership responsibilities and work with other people in teams while developing their oral communication abilities and presentation skills. |
| Course Content: | At the end of this course the student will be able to: • List and explain the concepts of demographic and economic analysis of countries • Recall and explain main geographical and economic categories of countries • Memorize, explain and compare integrations and regional groupings of countries • Memorize and explain how to do business in emerging economies (esp. BRIC) and the role of ethics • Identify and classify the target markets of Turkey |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | • Describe the course. • Understand the importance of targeting a market. • Identify the complexity of international trade. • Describe the geography of international trade. • Recognize the economic complexity of world economy. • Syllabus. • Discuss Library Orientation Course, Instructor to verify completion. • Explain the complexity of international trade. • Illustrate the number of countries involved in international trade. • Recognize the big economic differences among countries. | Read chapter 4 of Czinkota and Ronkainen (2012, pp.91-130). |
| 2) | • List the market characteristics. • Understand how to compare countries in terms of market characteristics. • Identify the biggest countries in terms of market characteristics. • Identify the fastest growing countries in terms of market characteristics. • Discuss Final Class Project and Presentation, • List of Topics. • Define population • Explain national income • Explain income growth • Illustrate income distribution | Homework: Apply the market characteristics you learnt to Turkey. |
| 3) | • List the market characteristics. • Understand how to compare countries in terms of market characteristics. • Identify the biggest countries in terms of market characteristics. • Identify the fastest growing countries in terms of market characteristics. • Define consumption patterns, • Explain inflation • Explain debt • Describe infrastructure | Homework: Apply the market characteristics you learnt to Turkey. |
| 4) | • Differentiate between geographical and economic grouping of countries. • Understand the role of geography for a target market economy. • Explain the different geographical groups according to different international organizations. • Understand the importance of using maps. • Due: Project Topic. • Due: Tentative Bibliography. • Describe the geographical groups of countries according to the UN • Describe the geographical groups of countries according to the WB. | Continue research and work on final project Homework: Categorize the given set of countries according to geographical groupings of the UN and WB. Read chapter 8 of International Business (Czinkota et al., 2011, pp.234-275). Search the websites of UN and WB for economic categories of countries. |
| 5) | • Understand the economic categorization of countries. • Explain how to measure development. • List the measures of development • Describe the differences between developed and developing countries. • Describe the economic categories of countries. • List the developed countries, • Illustrate developing countries. • Define transition countries | Continue research and work on final project Homework: Categorize the given set of countries according to economic grouping |
| 6) | • Differentiate between the most developed and biggest developing countries • Explain the fastest growing countries • Understand the most populous countries • Explain why emerging markets are important as target markets. • Describe G-5/G-7/G-8/G-10/G-20 • Explain OECD, OPEC and NICs • Illustrate Emerging Markets • Describe BRIC | Continue research and work on final project Homework: Categorize the given set of countries according to economic grouping |
| 7) | • MIDTERM EXAM • Describe the geography of international trade. • Understand how to compare countries in terms of market characteristics • Understand the role of geography for a target market economy. • Understand the economic categorization of countries. • Illustrate the number of countries involved in international trade. • Apply the market characteristics. • Describe the geographical groups. • Apply economic categories of countries. | Continue research and work on final project |
| 8) | • Explain why countries join economic integrations. • Compare the types of economic integrations. • List the important economic integrations. • Understand the history of economic integrations. • Explain the types of economic integrations. • Compare the economic integrations. • Summarize the economic integrations. • Illustrate the economic integrations. | Continue research and work on final project |
| 9) | • Understand the arguments against economic integration. • Discuss the benefits and costs of economic integrations. • List the effects of economic integration. • Explain the impact of integrations. • Explain trade creation and trade diversion. • Understand why import prices reduce. • Describe the productivity effect of integration. • Discuss regionalism versus nationalism. | Homework: Search for the impact of EU integration. |
| 10) | • Identify current important regional integrations. • Describe regional integrations with respect to geography. • Compare regional integrations economically. • Illustrate the economic integrations that Turkey is related. • Describe the formation and organization of EU. • Explain NAFTA. • Understand regional integration in Latin America. • Define regional integration in Asia. • Define regional integration in Africa and Middle East. | Homework: Study the website of Market Potential Index (MPI). |
| 11) | • Understand the fluidity of emerging markets. • Explain the logic of Market Potential Index (MPI). • Explain the importance of BRIC countries. • Describe the main economic features of BRIC countries. • Differentiate between the growth rates of different target markets. • Describe Market Potential Index (MPI) • Understand the dimensions and sources of MPI. • Explain the market characteristics of BRIC countries. | Due: First Draft of Final Project Homework: Discuss the applicability of MPI to Turkey. |
| 12) | • Understand why there are difficulties of doing business in emerging countries. • Discuss the specific needs of doing business in emerging countries. • Discuss overcoming the barriers to business in emerging countries and role of ethics. • Understand the importance of research and finding solutions for local needs in developing countries. • Describe the difficulties of doing business in emerging countries. • Identify the specific needs of doing business in emerging countries. • Explain how to overcome the difficulties in emerging countries. • Explain elements of success in developing countries. | Review the case studies. Homework: Search for the target countries of Turkey from the website of ministry of economy of Turkey. |
| 13) | • Understand how the target market economies of Turkey are selected. • Explain the geography of target market economies of Turkey. • Classify the target market economies of Turkey economically. • Discuss the accuracy of target market economies. • Identify the target market economies of Turkey. • Classify the target market economies of Turkey. • Compare the current target countries with the previous ones. • Discuss the current economic and political barriers in target countries. | Editing & Revision of Final Project |
| 14) | • Final Project • Final Presentation | none |
| 15) | • Evaluate students via final exam • Compare the types of economic integrations. • Explain the impact of integrations. • Identify current important regional integrations. • Explain the logic of Market Potential Index (MPI). • Explain the importance of BRIC countries. • Discuss overcoming the barriers to business in emerging countries. • Classify the target market economies of Turkey geographically and economically. • Final Exam • Summarize the economic integrations. • Illustrate the economic integrations. • Describe the formation and organization of EU. • Explain NAFTA. • Describe Market Potential Index (MPI) • Explain the market characteristics of BRIC countries. • Explain how to overcome the difficulties in emerging countries. • Explain elements of success in developing countries. • Classify the target market economies of Turkey. | none |
Sources
| Course Notes / Textbooks: | Küresel Pazarlama Yazarlar: Doç.Dr. İpek ALTINBAŞAK FARİNA, Prof.Dr. Ercan GEGEZ, Prof.Dr. Aslı KÜÇÜKASLAN EKMEKÇİ, Yrd.Doç.Dr. İçlem ER Yayıncı: Anadolu Üniversitesi, 2013 ISBN: 978-975-06-1486-6 International Marketing Author: Czinkota, M. R., Ronkainen, I.A. Publisher: South-Western College Pub, 10th ed., 2012 ISBN-10: 113362751X ISBN-13: 978-1133627517 |
| References: | Dış Ticaret İstihbarat Kanalları Yazar: Yaman Koç Yayıncı: İstanbul Sanayi Odası, 2014 ISBN: 978-605-137-372-0 Birleşmiş Milletler internet sitesi: www.un.org Dünya Bankası internet sitesi: www.worldbank.org Ekonomi Bakanlığı internet sitesi: www.economy.gov.tr Market Potansiyeli Endeksi internet sitesi: http://globaledge.msu.edu/mpi International Business, Author: Michael R. Czinkota, Ilkka A. Ronkainen, Michael H. Moffett, Publisher: John Wiley & Sons, 8th Edition, 2011 ISBN: 13-978-0-470-53065-8 United Nations Website: www.un.org World Bank Website: www.worldbank.org Republic of Turkey Ministry of Economy: www.economy.gov.tr Market Potential Index website: http://globaledge.msu.edu/mpi |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
2 |
3 |
4 |
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|---|---|---|---|---|---|
| Program Outcomes | |||||
| 1) 1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way. | |||||
| 2) 1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas. | |||||
| 3) 1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading. | |||||
| 4) 1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication. | |||||
| 5) 1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way. | |||||
| 6) 1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation | |||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | 1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way. | |
| 2) | 1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas. | |
| 3) | 1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading. | |
| 4) | 1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication. | |
| 5) | 1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way. | |
| 6) | 1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation |
Learning Activity and Teaching Methods
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Lesson | |
| Reading | |
| Homework |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Individual Project | |
| Case study presentation |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Project | 1 | % 10 |
| Midterms | 1 | % 40 |
| Final | 1 | % 50 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Workload |
| Course Hours | 15 | 45 |
| Study Hours Out of Class | 15 | 90 |
| Project | 1 | 12 |
| Homework Assignments | 1 | 6 |
| Midterms | 1 | 10 |
| Final | 1 | 14 |
| Total Workload | 177 | |