TÜRKÇE
ENGLISH
Information
| Code | MG43720 |
| Name | Brand Managemet |
| Semester | . Semester |
| 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 Goal
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
none
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 | Bilgi - Kuramsal, Olgusal | Can define the basic marketing functions and explain their relations with each other. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Can describe the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Collects and analyzes marketing information needed by businesses according to scientific research principles. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can define marketing problems arising from internal and external environmental conditions and changes. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of the marketing researches to be used in managerial decision making processes. | |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by different sources within the framework of academic rules. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively presents the information and comment obtained by different sources within the framework of academic rules, verbally and in writing. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can use the terms and concepts in marketing terminology effectively in written and oral presentations. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Historical Development of Marketing and Modern Marketing | Reading related topics | Öğretim Yöntemleri: Anlatım |
| 2 | Historical Development of Marketing and Modern Marketing | Reading related topics | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Principles of Marketing Management and Basic Concepts | Reading related topics | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Product | Reading related topics | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Types of Products and Basic Concepts | Reading related topics | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Product, Needs and Consumer Behavior Relationship | Reading related topics | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | Product Management Strategies and Product Management Decisions | Reading related topics | Öğretim Yöntemleri: Anlatım |
| 8 | Mid-Term Exam | Studying | Öğretim Yöntemleri: Anlatım, Tartışma |
| 9 | New Product Development Process and Management | Reading related topics | Öğretim Yöntemleri: Anlatım |
| 10 | Product Life Cycle, Product Differentiation Decisions | Reading related topics | Öğretim Yöntemleri: Anlatım |
| 11 | Product Mix Decisions | Reading related topics | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 12 | Basic Concepts of Brand | Reading related topics | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 13 | Brand Development and Creating Brand Perception | Reading related topics | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Brand Management and Brand Strategy, Creating Brand, Positioning, Differentiation | Reading related topics | Öğretim Yöntemleri: Anlatım |
| 15 | Brand Management and Brand Strategy, Creating Brand, Positioning, Differentiation | Reading related topics | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 16 | Term Exams | Studying | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying | Ölçme Yöntemleri: Yazılı Sınav |