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 Bachelor’s Degree (First Cycle)


 Master’s Degree (Second Cycle)

  Course Description
Course Name : Product and Brand Management

Course Code : EMG43 713

Course Type : Compulsory

Level of Course : Second Cycle

Year of Study : 1

Course Semester : Fall (16 Weeks)

ECTS : 6

Name of Lecturer(s) : Asst.Prof.Dr. M.A.BURAK NAKIBOĞLU

Learning Outcomes of the Course : Realize the position of product concept in marketing historical development.
Understand the relationship between principles of marketing management and product-brand management.
Understand the relationship between product and satisfying consumer needs.
Learn which product strategies can be used in different environment conditions.
Realize new product development and product mix decisions.
Realize the processes of brand development, announcement to target market and creating brand perception.
Learn which brand stragies should be used in different environment and market conditions.

Mode of Delivery : Distant

Prerequisites and Co-Prerequisites : None

Recommended Optional Programme Components : None

Aim(s) of Course : 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 Contents : 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.

Language of Instruction : Turkish

Work Place : Electronic Environment


  Course Outline /Schedule (Weekly) Planned Learning Activities
Week Subject Student's Preliminary Work Learning Activities and Teaching Methods
1 Historical Development of Marketing and Modern Marketing Reading related parts from required materials Lecture, examples
2 Historical Development of Marketing and Modern Marketing Reading related parts from required materials Lecture, examples
3 Principles of Marketing Management and Basic Concepts Reading related parts from required materials Lecture, examples
4 Product Reading related parts from required materials Lecture, examples
5 Types of Products and Basic Concepts Reading related parts from required materials Lecture, examples
6 Product, Needs and Consumer Behavior Relationship Reading related parts from required materials Lecture, examples
7 Product Management Strategies and Product Management Decisions Reading related parts from required materials Lecture, examples
8 Mid-term Exam Studying for exam Exam
9 New Product Development Process and Management Reading related parts from required materials Lecture, examples
10 Product Life Cycle, Product Differentiation Decisions Reading related parts from required materials Lecture, examples
11 Product Mix Decisions Reading related parts from required materials Lecture, examples
12 Basic Concepts of Brand Reading related parts from required materials Lecture, examples
13 Brand Development and Creating Brand Perception Reading related parts from required materials Lecture, examples
14 Brand Management and Brand Strategy Reading related parts from required materials Lecture, examples
15 Creating Brand, Positioning, Differentiation Reading related parts from required materials Lecture, examples
16/17 Final Exam Studying for exam Exam


  Required Course Resources
Resource Type Resource Name
Recommended Course Material(s)  -
Required Course Material(s)  Marka Yaratmanın 22 Kuralı, Al Ries ve Laura Ries, MediaCat Yayınları, 2009 İstanbul Marka Yönetimi, Murat Selim Selvi, Detay Yayıncılık, 2007 Ankara Marka ve Marka Stratejileri, Çağatan Taşkın ve Ömer Akat, Alfa Akademi Basın Yayın, 2008 Bursa Marketing An Introduction, (11th Edition) Gary Armstrong and Philip Kotler, Prentice Hall 2012 Büyük Markalar Büyük Hatalar, Jack Trout, MediaCat Yayınları, 2. Baskı, 2008 İstanbul


  Assessment Methods and Assessment Criteria
Semester/Year Assessments Number Contribution Percentage
    Mid-term Exams (Written, Oral, etc.) 1 60
    Homeworks/Projects/Others 1 40
Total 100
Rate of Semester/Year Assessments to Success 40
 
Final Assessments 100
Rate of Final Assessments to Success 60
Total 100

  Contribution of the Course to Key Learning Outcomes
# Key Learning Outcome Contribution*
1 Have ability to research on the science of marketing, to form the basis for the decision-making process. 5
2 Have ability to determine the marketing management approaches, applications and methods which are appropriate for the business’s sector, growth, resources, culture, goals and aims. 5
3 Have ability of planning, practising and contolling stages of marketing function. 5
4 Can understand marketing science as an interdisciplinary context systematically. 5
5 Can analyze academic materials of marketing, recognize and evaluate different aspects in marketing area. 4
6 Can explain how to create the basic theoretical models of marketing management in literature and how to implement numerical and statistics methods. 1
7 Can determine the appropriate methods to solve the marketing problems faced by the company. 5
8 Can implement marketing management methods through following the fundamental steps. 5
9 Can develop the capabilities of using database and statistical programmes to support decision-making process. 1
10 Can take responsibility as an individual and/or as a part of a team, can lead and work effectively. 5
11 Follow latest developments in the field of marketing and continiously update himself in recognition of the need for lifelong learning. 5
12 Have ability to benefit from different sources, synthesize the information obtained and present effectively in the framework of academic rules. 5
13 Have abiliy to make appropriate speech and presentations for academic and business life on marketing issues by using visual materials in Turkish and at least one different language. 5
14 Have ability to inquiry traditional approach, practice and methods and, if he considers it necessary, to develop and implement new ways of working. 5
* Contribution levels are between 0 (not) and 5 (maximum).

  Student Workload - ECTS
Works Number Time (Hour) Total 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 1 25 25
    Mid-term Exams (Written, Oral, etc.) 1 15 15
    Final Exam 1 15 15
Total Workload: 139
Total Workload / 25 (h): 5.56
ECTS Credit: 6