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Course Description Course Name : Product and Brand Management Course Code : MG43 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 : Realizes the position of product concept in marketing historical development. Understands the relationship between principles of marketing management and product-brand management. Understands the relationship between product and satisfying consumer needs. Knows which product strategies can be used in different environment conditions. Realizes new product development and product mix decisions. Realizes the processes of brand development, announcement to target market and creating brand perception. Knows which brand stragies should be used in different environment and market conditions. Mode of Delivery : Face-to-Face 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 : Classroom   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 and discussion 2 Historical Development of Marketing and Modern Marketing Reading related parts from required materials Lecture and discussion 3 Principles of Marketing Management and Basic Concepts Reading related parts from required materials Lecture and discussion 4 Product Reading related parts from required materials Lecture and discussion 5 Types of Products and Basic Concepts Reading related parts from required materials Lecture and discussion 6 Product, Needs and Consumer Behavior Relationship Reading related parts from required materials Lecture and discussion 7 Product Management Strategies and Product Management Decisions Reading related parts from required materials Lecture and discussion 8 Mid-term Exam Studying for exam Exam 9 New Product Development Process and Management Reading related parts from required materials Lecture and discussion 10 Product Life Cycle, Product Differentiation Decisions Reading related parts from required materials Lecture and discussion 11 Product Mix Decisions Reading related parts from required materials Lecture and discussion 12 Basic Concepts of Brand Reading related parts from required materials Lecture and discussion 13 Brand Development and Creating Brand Perception Reading related parts from required materials Lecture and discussion 14 Brand Management and Brand Strategy, Creating Brand, Positioning, Differentiation Reading related parts from required materials Lecture and discussion 15 Project Presentations Preparing for presentations Presentation 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 the ability and the knowledge to plan, practise and control stages of marketing function. 5 2 Can understand marketing science as an interdisciplinary context and in a systematic way 5 3 Can analyze academic materials of marketing, recognize and evaluate different aspects in marketing area. 5 4 Can explain how to create the basic theoretical models of marketing management in literature and how to implement numerical and statistics methods. 1 5 Can determine the appropriate methods to solve the marketing problems faced by the company. 5 6 Can implement marketing management methods by following the fundamental steps. 5 7 Can develop the capabilities of using database and statistical programmes to support the decision-making process. 1 8 Can take responsibility as an individual and/or as part of a team, can lead and work effectively. 5 9 Follows the latest developments in the field of marketing and continiously updates himself in recognition of the need for lifelong learning. 5 10 Have the ability to benefit from different sources, synthesize the information obtained and present it effectively in the framework of academic rules. 5 11 Have the 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. 1 12 Have the ability to inquire into the traditional approaches, practices and methods and, if considered necessary, to develop and implement new ways of working. 5 13 Have the abiliity to research on the science of marketing to form the basis for the decision-making process. 5 14 Have the 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 * 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