TÜRKÇE
ENGLISH
Information
| Unit | INSTITUTE OF SOCIAL SCIENCES |
| MARKETING (MASTER) (WITHOUT THESIS) (EVENING EDUCATION) | |
| Code | MG43720 |
| Name | Brand Managemet |
| Term | 2018-2019 Academic Year |
| Term | Spring |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Doç. Dr. MEHMET ALİ BURAK NAKIBOĞLU |
| Course Instructor |
The current term course schedule has not been prepared yet.
|
Course Goal / Objective
The aim of this course is to inform students about theories, processes, systems, and rules of product and brand management and their positions in modern marketing aspects and examine product and brand management practices.
Course Content
This couse consists of the subjects of historical development of marketing, modern marketing, classifications of products, new product development, brand and other concepts related to brand.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Realize the position of product concept in the historical development of marketing |
| LO02 | Knows the relationship between product and satisfying consumer needs. |
| LO03 | Learn which product strategies can be used in different environment conditions |
| LO04 | Realize new product development and product mix decisions. |
| LO05 | Realize the processes of brand development, announcement to target market and creating brand perception. |
| LO06 | Learn which product strategies can be used in different environment conditions |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | Have the ability and the knowledge to plan, practise and control stages of marketing function. | |
| PLO02 | - | Can understand marketing science as an interdisciplinary context and in a systematic way. | |
| PLO03 | - | Can analyze academic materials of marketing, recognize and evaluate different aspects in marketing area. | |
| PLO04 | - | Can explain how to create the basic theoretical models of marketing management in literature and how to implement numerical and statistics methods. | |
| PLO05 | - | Can determine the appropriate methods to solve the marketing problems faced by the company | |
| PLO06 | - | Can implement marketing management methods by following the fundamental steps. | |
| PLO07 | - | Can develop the capabilities of using database and statistical programmes to support the decision-making process. | |
| PLO08 | - | Can take responsibility as an individual and/or as part of a team, can lead and work effectively. | |
| PLO09 | - | Follows the latest developments in the field of marketing and continiously updates himself in recognition of the need for lifelong learning. | |
| PLO10 | - | Have the ability to benefit from different sources, synthesize the information obtained and present it effectively in the framework of academic rules. | |
| PLO11 | - | Have the abiliy to make appropriate speech and presentations for academic and business life on marketing issues by using visual materials in Turkish and at least one different language. | |
| PLO12 | - | Have the ability to inquire into the traditional approaches, practices and methods and, if considered necessary, to develop and implement new ways of working. | |
| PLO13 | - | Have the abiliity to research on the science of marketing to form the basis for the decision-making process. | |
| PLO14 | - | Have the ability to determine the marketing management approaches, applications and methods which are appropriate for the business’s sector, growth, resources, culture, goals and aims. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Historical Development of Marketing and Modern Marketing | Reading related topics | |
| 2 | Historical Development of Marketing and Modern Marketing | Reading related topics | |
| 3 | Principles of Marketing Management and Basic Concepts | Reading related topics | |
| 4 | Product | Reading related topics | |
| 5 | Types of Products and Basic Concepts | Reading related topics | |
| 6 | Product, Needs and Consumer Behavior Relationship | Reading related topics | |
| 7 | Product Management Strategies and Product Management Decisions | Reading related topics | |
| 8 | Mid-Term Exam | Studying | |
| 9 | New Product Development Process and Management | Reading related topics | |
| 10 | Product Life Cycle, Product Differentiation Decisions | Reading related topics | |
| 11 | Product Mix Decisions | Reading related topics | |
| 12 | Basic Concepts of Brand | Reading related topics | |
| 13 | Brand Development and Creating Brand Perception | Reading related topics | |
| 14 | Brand Management and Brand Strategy, Creating Brand, Positioning, Differentiation | Reading related topics | |
| 15 | Brand Management and Brand Strategy, Creating Brand, Positioning, Differentiation | Reading related topics | |
| 16 | Term Exams | Studying | |
| 17 | Term Exams | Studying |