Course Name Code Semester T+U Hours Credit ECTS
Marketing and Product Management ENM 547 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Dr.Öğr.Üyesi AYTEN YILMAZ YALÇINER
Course Lecturers
Course Assistants
Course Category Other
Course Objective

Giving knowledge and skills to the students in order to develop the necessary strategies for marketing and product management based on the concepts of marketing, product and brand management, because the marketing of products / services in line with customer and market expectations is also a subject that businesses should focus on in terms of competitive advantage.


Course Content

The Principles of Marketing Management

Product and Brand Management

Approaches to Marketing

Strategical Marketing

Marketing Technologies

Marketing and Competition

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Awareness of the importance of marketing function for businesses Lecture, Discussion, Group Study, Case Study, Testing, Homework,
2 Knowing the bases of product and marketing management as competitive power Lecture, Question-Answer, Discussion, Brain Storming, Case Study, Testing, Homework,
3 Marketing approaches and mapping of related case studies Lecture, Case Study, Homework,
4 Overlay marketing mix elements with business applications Lecture, Question-Answer, Discussion, Brain Storming, Case Study, Testing, Oral Exam, Homework,
5 Providing information about marketing technology and its applicability Discussion, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Basic marketing concepts and principles, the importance of marketing
2 Basic Marketing Approaches
3 Marketing Information System and Marketing Research
4 Product and Brand Management-Basic Concepts
5 Strong / New Product / service and Brand Creation Process
6 Consumer Markets and Consumer Behaviors
7 Marketing Communication Elements (Advertisement, Public Relations, Sales Promotion, Personal Sales), Market Segmentation, Target Market Selection, Positioning and Sales Forecasts
8 Distribution Channels and Logistics
9 Strategic Marketing, Marketing Strategies
10 Marketing Technologies, Social Media, CRM
11 Marketing R & D and Innovation
12 Marketing and Competition, Global Marketing
13 Case Studies
14 Case Studies
Course Notes
Course Resources

Uluslararası Pazarlama Yönetimi, Beta Yayınevi, 2010, Mehmet Karafakioğlu, ISBN: 9789753958609


Marka Yönetimi ve Pazarlama Stratejileri, 2011, Nobel Akademik Yayıncılık, S. Bora Çavuşoğlu, ISBN: 9786053441564


Uluslararası Pazarlama Karması ve Yönetimi, 2012, Ekin Yayınevi, Ömer Akat, ISBN: 9786055335427


Strategic Marketing Management, 8th Edition, 2014, Alexander Chernev and Philip Kotler


Principles of Marketing 16th Edition, 2015, Philip T. Kotler, Gary Armstrong

ISBN-13: 978-0133795028


Global Marketing Management 8th Edition,  Warren J. Keegan, ISBN-13: 978-0136157397


BÜTÜNLEŞİK REKLAM, TUTUNDURMA VE PAZARLAMA İLETİŞİMİ, 2016, Nobel Akademik Yayıncılık, R. Gülay Öztürk, ISBN: 978-605-320-397-1

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 The aim of the course is to reach the information in depth and in depth by conducting scientific research in the field of engineering, to evaluate, interpret and apply the information.
2 Ability to complete and apply knowledge by scientific methods using limited or missing data; to integrate information from different disciplines.
3 To be able to construct engineering problems, develop methods to solve them and apply innovative methods in solutions.
4 Ability to develop new and original ideas and methods; develop innovative solutions in system, part or process designs.
5 Ability to design and apply analytical, modeling and experimental research; to analyze and interpret complex situations encountered in this process.
6 Identify the information and data needed, reach them and evaluate them at an advanced level.
7 Leadership in multi-disciplinary teams, developing solutions to complex situations and taking responsibility.
8 To be able to convey the process and results of his / her studies systematically and clearly in written or oral form in national and international environments in or out of that field.
9 Interpreting comprehensive information about modern techniques and methods applied in engineering and their limits.
10 Awareness about new and developing practices of the profession; to examine and learn them when necessary.
11 To understand the social and environmental dimensions of engineering applications and to adapt to the social environment.
12 To observe social, scientific and ethical values in the stages of data collection, interpretation and announcement and in all professional activities.
Evaluation System
Semester Studies Contribution Rate
1. Performans Görevi (Seminer) 50
1. Ara Sınav 50
Total 100
1. Final 50
1. Yıl İçinin Başarıya 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 15 15
Performance Task (Seminar) 2 15 30
Final examination 1 20 20
Total Workload 161
Total Workload / 25 (Hours) 6.44
dersAKTSKredisi 6