EMG43713 Product and Brand Management

5 ECTS - 3-0 Duration (T+A)- . Semester- 3 National Credit

Information

Code EMG43713
Name Product and Brand Management
Term 2022-2023 Academic Year
Semester . Semester
Duration (T+A) 3-0 (T-A) (17 Week)
ECTS 5 ECTS
National Credit 3 National Credit
Teaching Language Türkçe
Level Yüksek Lisans Dersi
Type Normal
Mode of study Uzaktan Öğretim
Catalog Information Coordinator Doç. Dr. MEHMET ALİ BURAK NAKIBOĞLU


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

none

Resources

Marka Yaratmanın 22 Kuralı, Al Ries ve Laura Rie Marka Yönetimi, Murat Selim Selvi Marka ve Marka Stratejileri, Çağatan Taşkın ve Ömer Akat Marketing An Introduction, Gary Armstrong and Philip Kotler Büyük Markalar Büyük Hatalar, Jack Trout

Notes

Strategic Brand Management, Jean Noel Kapferer


Course Learning Outcomes

Order Course Learning Outcomes
LO01 Defines the position of product concept in the historical development of marketing.
LO02 Explains the relationship between marketing management principles and product and brand management.
LO03 Explains the relationship between product and satisfying consumer needs.
LO04 Tells which product strategies can be used in different environmental conditions.
LO05 Explains new product development and product mix decisions.
LO06 Distinguish which brand stragies should be used in different settings and market conditions
LO07 Explains the processes of brand development, announcement to target market and creating brand perception.


Relation with Program Learning Outcome

Order Type Program Learning Outcomes Level
PLO01 Bilgi - Kuramsal, Olgusal Describes the basic functions of marketing and explains their relations with each other. 4
PLO02 Bilgi - Kuramsal, Olgusal Defines the basic theories and models of marketing management, numerical and statistical methods.
PLO03 Beceriler - Bilişsel, Uygulamalı Gathers 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. 5
PLO05 Beceriler - Bilişsel, Uygulamalı Defines marketing problems arising from internal and external environmental conditions and changes. 4
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 marketing researches to be used in managerial decision making processes. 4
PLO10 Beceriler - Bilişsel, Uygulamalı Follows and comments on developments in the field of marketing. 5
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. 4
PLO13 Yetkinlikler - Öğrenme Yetkinliği Can synthesize the information obtained by using different sources within the framework of academic rules. 3
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 Can effectively present the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. 3
PLO16 Yetkinlikler - İletişim ve Sosyal Yetkinlik Effectively uses terms and concepts in marketing terminology in written and oral presentations. 4
PLO17 Yetkinlikler - Alana Özgü Yetkinlik Can make decisions to meet customer needs in a competitive environment. 5
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 II Reading related parts Öğretim Yöntemleri:
Anlatım
2 Historical Development of Marketing and Modern Marketing Reading related parts Öğretim Yöntemleri:
Anlatım, Soru-Cevap
3 Principles of Marketing Management and Basic Concepts Reading related parts Öğretim Yöntemleri:
Anlatım, Tartışma
4 Product Reading related parts Öğretim Yöntemleri:
Anlatım
5 Types of Products and Basic Concepts Reading related parts Öğretim Yöntemleri:
Anlatım
6 Product, Needs and Consumer Behavior Relationship Reading related parts Öğretim Yöntemleri:
Anlatım, Soru-Cevap
7 Product Management Strategies and Product Management Decisions Reading related parts Öğretim Yöntemleri:
Anlatım, Soru-Cevap
8 Mid-Term Exam Studying Öğretim Yöntemleri:
Anlatım, Soru-Cevap
9 New Product Development Process and Management Reading related parts Öğretim Yöntemleri:
Anlatım, Tartışma
10 Product Life Cycle, Product Differentiation Decisions Reading related parts Öğretim Yöntemleri:
Anlatım
11 Product Mix Decisions Reading related parts Öğretim Yöntemleri:
Anlatım, Örnek Olay
12 Basic Concepts of Brand Reading related parts Öğretim Yöntemleri:
Anlatım
13 Brand Development and Creating Brand Perception Reading related parts Öğretim Yöntemleri:
Anlatım
14 Brand Management and Brand Strategy Reading related parts Öğretim Yöntemleri:
Anlatım, Tartışma
15 Creating Brand, Positioning, Differentiation Reading related parts Öğretim Yöntemleri:
Anlatım
16 Term Exams Studying Ölçme Yöntemleri:
Yazılı Sınav
17 Term Exams Studying Ölçme Yöntemleri:
Yazılı Sınav


Student Workload - ECTS

Works Number Time (Hour) Workload (Hour)
Course Related Works
Class Time (Exam weeks are excluded) 14 3 42
Out of Class Study (Preliminary Work, Practice) 14 3 42
Assesment Related Works
Homeworks, Projects, Others 0 0 0
Mid-term Exams (Written, Oral, etc.) 1 12 12
Final Exam 1 18 18
Total Workload (Hour) 114
Total Workload / 25 (h) 4,56
ECTS 5 ECTS

Update Time: 21.11.2022 11:49