This course aims to provide a comprehensive introduction to market analysis. To do so, it focuses on important concepts, processes and techniques, and also their implementation in the field of marketing. Students acquire a detailed understanding of the subject and its importance for either start-up or well-established businesses. Market Analysis thoroughly examines the process of market-oriented decision making via the analysis of potential buyers, competitors, and company transactions.
- Evans, M., Moutinho, L. (2012). Contemporary Issues in Marketing. London: Macmillan Press LTD.
Other Sources
- Various books, articles and materials on market analysis.
Course Schedules
Week
Contents
Learning Methods
1. Week
Ethical Consumerism
- Eclectic, lecturing, discussion.
2. Week
Ethical Consumerism
- Eclectic, lecturing, discussion.
3. Week
Demographic Profiling
- Eclectic, lecturing, discussion.
4. Week
Demographic Profiling
- Eclectic, lecturing, discussion.
5. Week
Lifestyle Profiles
- Eclectic, lecturing, discussion.
6. Week
Marketing to the Over 50s
- Eclectic, lecturing, discussion.
7. Week
Pester Power
- Eclectic, lecturing, discussion.
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Pester Power
- Eclectic, lecturing, discussion.
10. Week
Low Pricing
- Eclectic, lecturing, discussion.
11. Week
Retail Loyalty
- Eclectic, lecturing, discussion.
12. Week
Retail Loyalty
- Eclectic, lecturing, discussion.
13. Week
Globalisation versus Customisation
- Eclectic, lecturing, discussion.
14. Week
Globalisation versus Customisation
- Eclectic, lecturing, discussion.
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
45
Quizzes
1
10
Final Exam
1
45
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students learn important concepts, processes and techniques about market analysis and can explain them.
LO-2
Students can apply market analysis principles and practices to real and imaginary situations.
LO-3
Students understand how market analysis can serve companies in a variety of sectors.
LO-4
Students develop an understanding of how start-up companies benefit from the principles and processes of market analysis.
LO-5
Students develop a spirit of entrepreneurship through market analysis knowledge and skills.
