| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Marketing and Product Management | ENM 547 | 0 | 3 + 0 | 3 | 6 |
| Ön Koşul Dersleri | |
| Önerilen Seçmeli Dersler | |
| Dersin Dili | Türkçe |
| Dersin Seviyesi | YUKSEK_LISANS |
| Dersin Türü | Seçmeli |
| Dersin Koordinatörü | Doç.Dr. AYTEN YILMAZ YALÇINER |
| Dersi Verenler | |
| Dersin Yardımcıları | |
| Dersin Kategorisi | Diğer |
| Dersin Amacı | 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.
|
| Dersin İçeriği | The Principles of Marketing Management Product and Brand Management Approaches to Marketing Strategical Marketing Marketing Technologies Marketing and Competition |
| # | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
|---|---|---|---|
| 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, |
| Hafta | Ders Konuları | Ön Hazırlık |
|---|---|---|
| 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 |
| Kaynaklar | |
|---|---|
| Ders Notu | |
| Ders Kaynakları | 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 |
| Sıra | Program Çıktıları | Katkı Düzeyi | |||||
|---|---|---|---|---|---|---|---|
| 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. | ||||||
| Değerlendirme Sistemi | |
|---|---|
| Yarıyıl Çalışmaları | Katkı Oranı |
| 1. Performans Görevi (Seminer) | 50 |
| 1. Ara Sınav | 50 |
| Toplam | 100 |
| 1. Final | 50 |
| 1. Yıl İçinin Başarıya | 50 |
| Toplam | 100 |
| AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
|---|---|---|---|
| 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 |
| Toplam İş Yükü | 161 | ||
| Toplam İş Yükü / 25 (Saat) | 6,44 | ||
| Dersin AKTS Kredisi | 6 | ||