Ders Adı Kodu Yarıyıl T+U Saat Kredi AKTS
Industrıal Marketıng UYP 513 0 3 + 0 3 6
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi YUKSEK_LISANS
Dersin Türü Seçmeli
Dersin Koordinatörü Prof.Dr. NİLGÜN SARIKAYA
Dersi Verenler Prof.Dr. NİLGÜN SARIKAYA,
Dersin Yardımcıları
Dersin Kategorisi Diğer
Dersin Amacı

Today, it is observed that almost all human needs go through an industrial production process. Therefore, it is possible to talk about an industrial marketing activity in the formation of each final product. The basic principles in the marketing literature are mainly formed by taking into account the marketing activities of consumer products. However, changes are observed in the characteristics and behaviors of actors in the context of industrial marketing. In this course, the marketing activities of enterprises operating in industrial markets are discussed, and it is aimed to reinforce the topics and create an opportunity for discussion in the case studies given. The purpose of the questions asked at the end of the case studies was given to the students to guide the discussion.

Dersin İçeriği
# Ders Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 Differentiates final consumers and organizational consumers Lecture, Question-Answer, Discussion, Brain Storming, Testing, Homework,
2 Analyses and evaluates organizational marketing mix Lecture, Question-Answer, Discussion, Brain Storming, Testing, Homework,
3 Carries out market segmentation for organizational markates and formulates target market selection procedures Lecture, Discussion, Role Playing, Group Study, Brain Storming, Testing, Homework,
4 Examines promotional activities and forms promotional mix for organizational markets Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Testing, Homework, Performance Task,
5 Explains personal sales process and makes suggestions for the personal selling activities in industrial markets Lecture, Discussion, Testing,
6 Makes some evaluations and propose strategies for the organizational market by examining various cases Lecture, Question-Answer, Discussion, Brain Storming, Testing, Homework,
Hafta Ders Konuları Ön Hazırlık
1 Introduction to Industrial Marketing
2 Consumer and Industrial Marketing
3 Organizational Marketing Segmenting and Positioning
4 New Product Development and Management
5 Pricing of Industrial Marketing
6 Industrial Marketing Distribution Channels
7 Personel Selling and Management
8 Advertising and Sales Promotion
9 Midterm Exam
10 Customer Relationship Management Strategies for Industrial Markets
11 Industrial Marketing Strategies and Performance
12 E-Commerce Strategies for Business Markets
13 Case Studies 1: Southwestern Ohıosteel Company ,L.P: The Matworks Decision, Case Studies 2: Beta Pharmaceuticals: Pennsylvania Distribution System, Case Studies 3: Pfizer, Inc.Animal Health Products- A Market Segmentation and Industry Changes
14 Case Studies 4: Barro Stickney Inc. , Case Studies 5: Wind Techology, Case Studies 6: Augustine Medıcal, Inc.; The Bair Hugger Patient Warming Systems
Kaynaklar
Ders Notu
Ders Kaynakları

SARIKAYA, n.,"ENDÜSTRİYEL PAZARLAMA " DERS NOTLARI, SAKARYA KİTABEVİ, 2008.

Hutt, Michael D. Ve Speh Thomas W., 2004, Business Marketing Management: A Strategic View of Industrial and Organizational Markets , Thomson/ South-Western.
Ford, D.,2002, The Business Marketing Course Managing Course: Managing in Complex Networks, John Wiley& Sons, LTD.
Dwyer, F.Robert and Tanner John. F.,2002, Business Marketing: Connecting Strategy, Relationships, and Learning, McGraw-Hill.
Kotler P., 2000, Marketing Management, Prentice Hall.
Ahmad R., Buutle, F., 2002, Customer Retention Management: A Reflection of Theory and Practise, Marketing İntelligence & Planning, Vol.20, No: 3.
Balta,N.F.,2006, Endüstriyel Pazarlama: Örgütsel Pazarlamanın Tüketim Ürünleri Pazarlanmasından Farklı Yönleri, Nobel Yayın Dağıtım, Ankara.
Özdemir, Ş.,2006, Endüstriyel Ürün Pazarlaması: Analitik Bir Yaklaşım, Seçkin Kitabevi, Şubat, Ankara.
Gürdal, S., 1994, Satış Gücü Yönetimi, Yeni Asya Yayınları, İstanbul.
Bloomberg Businessweek Türkiye

 

Sıra Program Çıktıları Katkı Düzeyi
1 2 3 4 5
1 Demonstrate understanding of, and apply, basic concepts in production management and marketing X
2 :Demonstrate knowledge of how managers and employees interact in organizations. X
3 Recognize and explain the effect of production management and marketing on organizations and/or individuals. X
4 Demonstrate the ability to be empathetic and actively listen. X
5 Communicates effectly within formal and informal groups X
6 Define and analyze the root cause of "production management and marketing" problems X
7 Review literature professionally and propose novel research questions X
8 Find proper solutions to managerial problems X
9 Apply to approtiate methodological approaches to the field of production management and marketing X
10 Discusses the research findings in the context of the relevant literature. X
Değerlendirme Sistemi
Yarıyıl Çalışmaları Katkı Oranı
1. Ara Sınav 45
1. Ödev 15
1. Proje / Tasarım 15
1. Performans Görevi (Seminer) 25
Toplam 100
1. Yıl İçinin Başarıya 50
1. Final 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 8 8
Assignment 1 10 10
Project / Design 1 10 10
Performance Task (Seminar) 1 15 15
Toplam İş Yükü 139
Toplam İş Yükü / 25 (Saat) 5,56
Dersin AKTS Kredisi 6