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| Course Description |
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| Course Name |
: |
Product and Brand Managemet |
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| Course Code |
: |
MG 416 |
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| Course Type |
: |
Optional |
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| Level of Course |
: |
First Cycle |
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| Year of Study |
: |
4 |
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| Course Semester |
: |
Spring (16 Weeks) |
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| ECTS |
: |
6 |
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| Name of Lecturer(s) |
: |
Asst.Prof.Dr. M.A.BURAK NAKIBOĞLU
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| Learning Outcomes of the Course |
: |
Realize the position of product concept in the historical development of marketing.
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 settings and market conditions.
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| Mode of Delivery |
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Face-to-Face |
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| Prerequisites and Co-Prerequisites |
: |
None |
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| Recommended Optional Programme Components |
: |
None |
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| 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. |
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| 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. |
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| Language of Instruction |
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Turkish |
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| Work Place |
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Classroom |
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Course Outline /Schedule (Weekly) Planned Learning Activities |
| Week | Subject | Student's Preliminary Work | Learning Activities and Teaching Methods |
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1 |
Historical Development of Marketing and Modern Marketing |
Reading related parts from required materials |
Lecture and discussions |
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2 |
Historical Development of Marketing and Modern Marketing |
Reading related parts from required materials |
Lecture and discussions |
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3 |
Principles of Marketing Management and Basic Concepts |
Reading related parts from required materials |
Lecture and discussions |
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4 |
Product |
Reading related parts from required materials |
Lecture and discussions |
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5 |
Types of Products and Basic Concepts |
Reading related parts from required materials |
Lecture and discussions |
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6 |
Product, Needs and Consumer Behavior Relationship |
Reading related parts from required materials |
Lecture and discussions |
|
7 |
Product Management Strategies and Product Management Decisions |
Reading related parts from required materials |
Lecture and discussions |
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8 |
Mid-term Exam |
Preparing for exam |
Exam |
|
9 |
New Product Development Process and Management |
Reading related parts from required materials |
Lecture and discussions |
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10 |
Product Life Cycle, Product Differentiation Decisions |
Reading related parts from required materials |
Lecture and discussions |
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11 |
Product Mix Decisions |
Reading related parts from required materials |
Lecture and discussions |
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12 |
Basic Concepts of Brand |
Reading related parts from required materials |
Lecture and discussions |
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13 |
Brand Development and Creating Brand Perception |
Reading related parts from required materials |
Lecture and discussions |
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14 |
Brand Management and Brand Strategy, Creating Brand, Positioning, Differentiation |
Reading related parts from required materials |
Lecture and discussions |
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15 |
Presentation of Projects |
Preparation for presentation |
Presentations |
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16/17 |
Final Exam |
Preparing for exam |
Exam |
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Required Course Resources |
| Resource Type | Resource Name |
| Recommended Course Material(s) |
 -
|
| |
| Required Course Material(s) |
Marka ve Marka Stratejileri, Çağatan Taşkın ve Ömer Akat, Alfa Akademi Basın Yayın, 2008 Bursa
Büyük Markalar Büyük Hatalar, Jack Trout, MediaCat Yayınları, 2. Baskı, 2008 İstanbul
Marka Yaratmanın 22 Kuralı, Al Ries ve Laura Ries, MediaCat Yayınları, 2009 İstanbul
Marka Yönetimi, Murat Selim Selvi, Detay Yayıncılık, 2007 Ankara
Marketing An Introduction, (11th Edition) Gary Armstrong and Philip Kotler, Prentice Hall 2012
Pazarlama Stratejileri: Yönetsel Bir Yaklaşım, Beta Yayınları, Yayın No:2093, İstanbul, 2009
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Assessment Methods and Assessment Criteria |
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Semester/Year Assessments |
Number |
Contribution Percentage |
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Mid-term Exams (Written, Oral, etc.) |
1 |
60 |
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Homeworks/Projects/Others |
1 |
40 |
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Total |
100 |
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Rate of Semester/Year Assessments to Success |
40 |
| |
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Final Assessments
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100 |
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Rate of Final Assessments to Success
|
60 |
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Total |
100 |
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| Contribution of the Course to Key Learning Outcomes |
| # | Key Learning Outcome | Contribution* |
|
1 |
Use the basic enterprise resource planning (ERP) softwares |
0 |
|
2 |
List and define the concepts of business management, and explain their relations to each other |
4 |
|
3 |
List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. |
4 |
|
4 |
List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. |
2 |
|
5 |
Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. |
1 |
|
6 |
Explain how to interpret the results gathered through the application and/or implementation of conceptual models and/or numerical and statistical methods of business management. |
1 |
|
7 |
Determine appropriate methods to solve business problems |
5 |
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8 |
Evaluate the results that are obtained from applications of business management methods |
5 |
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9 |
Use the basic numerical and statistical softwares |
0 |
|
10 |
Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning |
5 |
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11 |
Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. |
5 |
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12 |
Use Turkish and at least one foreign language in accordance with the requirements in academic and business context |
3 |
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13 |
Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format |
5 |
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14 |
Question traditional approaches, methods and implementations; develop and implement alternative methods when required |
5 |
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15 |
Recognize and apply social, scientific and professional ethical values. |
4 |
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16 |
Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives |
5 |
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17 |
Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affects the activities of businesses and interpret their impact on businesses |
5 |
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18 |
Take initiative individually or/and as a member of a team, lead and work effectively |
5 |
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19 |
As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. |
0 |
| * Contribution levels are between 0 (not) and 5 (maximum). |
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| Student Workload - ECTS |
| Works | Number | Time (Hour) | Total Workload (Hour) |
| Course Related Works |
|
Class Time (Exam weeks are excluded) |
14 |
3 |
42 |
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Out of Class Study (Preliminary Work, Practice) |
14 |
3 |
42 |
| Assesment Related Works |
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Homeworks, Projects, Others |
1 |
20 |
20 |
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Mid-term Exams (Written, Oral, etc.) |
1 |
20 |
20 |
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Final Exam |
1 |
20 |
20 |
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Total Workload: | 144 |
| Total Workload / 25 (h): | 5.76 |
| ECTS Credit: | 6 |
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