| STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| EKO5001 | Management Economics | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | Turkish |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | |
| Course Lecturer(s): |
Assoc. Prof. KAAN İRFAN ÖĞÜT Prof. Dr. NECİP ÇAKIR Assoc. Prof. EMİN KÖKSAL Prof. Dr. ÇAĞLAR YURTSEVEN Assoc. Prof. SELMAN YILMAZ Assist. Prof. BORA ERDAMAR Assist. Prof. PELİN YANTUR |
| Recommended Optional Program Components: | None |
| Course Objectives: | Managerial Economics is an advanced course that aims to apply economic analysis to a wide array of business problems. The course offers a balanced coverage of traditional and modern microeconomic tools. It begins by teaching the practical utility of basic economic tools such as present value analysis, supply & demand, the basic models of perfect competition, monopoly, and monopolistic competition. It also offers real-world examples which includes modern topics such as oligopoly, multistage & repeated games, vertical & horizontal integration, networks, predatory pricing, principal–agent problems, adverse selection, auctions, limit pricing, and a host of other pricing strategies for firms enjoying market power. |
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The students who have succeeded in this course; After completing this class you should be able to: • Explain the role of profits in a market economy. • Use marginal analysis to determine the optimal level of a managerial control variable. • Make investment decisions that increase firm value. • Set optimal prices and price discriminate. • Predict industry-level changes using demand/supply analysis. • Develop long-run strategies to increase firm value. • Use game theory to predict how your actions influence those of others. • Make decisions in uncertain environments. • Solve the problems caused by moral hazard and adverse selection. • Align individual incentives with the goals of the company. • Align division incentives with the goals of the company. • Manage relationships between upstream suppliers or downstream retailers. • Identify sources of market failure. |
| The Fundamentals of Managerial Economics Market Forces: Demand and Supply Quantitative Demand Analysis The Theory of Individual Behavior The Production Process and Costs The Organization of the Firm The Nature of Industry Managing in Competitive, Monopolistic, and Monopolistically Competitive Markets Basic Oligopoly Models Game Theory: Inside Oligopoly Pricing Strategies for Firms with Market Power The Economics of Information Advanced Topics in Business Strategy A Manager’s Guide to Government in the Marketplace |
| Week | Subject | Related Preparation |
| 1) | What is Managerial Economics? Introduction to the course Fundamental Economic Concepts | |
| 2) | Benefits, Costs, and Decisions Extent (How Much) Decisions Using Economics in Management Decisions | |
| 3) | Understanding the Seller’s Costs Understanding the Buyer’s Demand | |
| 4) | Investment Decisions: Look Ahead & Reason Back Understanding Markets and Profit Maximizing | |
| 5) | Simple Pricing Economies of Scale and Scope | |
| 6) | Mid-term Exam | |
| 7) | Understanding Markets and Industry Changes | |
| 8) | Relationships Between Industries: The Forces Moving Us Towards Long Run Equilibrium | |
| 9) | Strategy--the Quest to Slow Profit Erosion | |
| 10) | Using Supply and Demand; Foreign Exchange, Trade, and Bubbles | |
| 11) | More Realistic and Complex Pricing | |
| 12) | Direct Price Discrimination | |
| 13) | Indirect Price Discrimination | |
| 14) | Overview |
| Course Notes / Textbooks: | Managerial Economics & Business Strategy by Michael BAYE, McGraw-Hill, 7th edition, 2010. |
| References: | The Economist Business Week |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 10 |
| Project | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 42 |
| Application | 14 | 48 |
| Study Hours Out of Class | 14 | 81 |
| Midterms | 1 | 2 |
| Final | 1 | 2 |
| Total Workload | 175 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 0) | 2-It leads management which decided to be a brand, to treat strategically for efficency on brand studies. | |
| 0) | 1-It grows marketing managers who take forward his company with customer centered aprroach and within a framework of age neccessary. | |
| 1) | Ability to collect, process, and analyze consumer data to make informed marketing decisions | |
| 2) | Identify core concepts of marketing and the role of marketing in business and society. | |
| 3) | Knowledge of social, legal, ethical and technological forces on marketing decision-making. | |
| 4) | Ability to communicate the unique marketing mixes and selling propositions for specific product offerings. | |
| 5) | Ability to construct written sales plans and a professional interactive oral sales presentation. | |
| 6) | Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers. | |
| 7) | To provide students a detailed theoretical foundation in advertising and brand communications fields in order to support their career in communication field. | |
| 8) | Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advetising and brand communication |