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Information
| Code | MG3820 |
| Name | Marketing and Innovation Management |
| Term | 2024-2025 Academic Year |
| Semester | . Semester |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
Course Goal / Objective
The aim of this course is to enable students to have compherensive aspect on marketing and innovation theory.
Course Content
This course consists of the subjects of innovation concept, types of innovation, differences between product innovation and service innovation, the importance of innovation for marketing, the marketing and management of innovations.
Course Precondition
There are no prerequisites for the course.
Resources
Lecture notes are provided by the instructor of the course.
Notes
Current and essential academic articles, best practice examples
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain relationship between marketing and innovation. |
| LO02 | Identify features of succesful marketing strategies. |
| LO03 | Follow literatur about marketing and innovation relationship. |
| LO04 | Synthesizes current and theoretical knowledge obtained from different sources. |
| LO05 | Explains the new product and services development process. |
| LO06 | Explains the innovation acceptance theories. |
| LO07 | Explain the theories of consumer behavior towards innovations. |
| LO08 | Explain the metrics used to measure innovation success. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | 4 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 4 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | 5 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | 5 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 3 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction | general introduction and sharing of case studies and articles | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Innovation | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | new product development | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | new service development | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | innovation theories | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Design Process | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Product Positioning | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | preparing for the exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Strategy and Process | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Failure Rates, Causes of Failure and Avoiding Them | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Market Definition and Idea Generation, Proven Methods and State of the Art | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Pre Market Forecasting of New Products | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | launch and selling strategies | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | preparation for presentations | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | presentations | articles and case studies | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | preparing for the exam | Ölçme Yöntemleri: Proje / Tasarım |
| 17 | Term Exams | preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||