| MARKETING (ENGLISH, 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 |
| ENI5021 | Innovative Approaches in Marketing | 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: | English |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | HANDE SAĞLAM |
| Course Lecturer(s): |
Dr. Öğr. Üyesi ADNAN VEYSEL ERTEMEL Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Dr. SABA GAMZE ORAL |
| Recommended Optional Program Components: | None |
| Course Objectives: | In this course, you will be introduced to the principles of creative thinking, idea management and innovation strategy. The purpose of this course is to provide theory and applied models to design an effective framework of creative thinking, form innovative ideas and convert ideas into innovation. |
|
The students who have succeeded in this course; The students who succeeded in this course will be able to -explain where innovation can be found, how to recognize it, and how it is used for competitive advantage. -explain how managers can recognize and harness creativity and interpret how do entrepreneurs and intrapreneurs in the most creative global organizations lead ther organizations -define creative problem solving and decision making processes. -define primary management techniques to facilitate creativity and innovation. -explain the key aspects of the innovative process. |
| This course is designed for students who belive they will one day be involved in a creative organization, or would like to understand how they can draw from their creative skills. By providing deep understaing about innovation and creativity, this course aims to help students to emerge their creativity and gain the ability of transfrom it to innovation. |
| Week | Subject | Related Preparation |
| 1) | Acquaintance and Introduction to the course | Reading |
| 2) | Definition of the Innovation, History and Types of Innovation | Reading |
| 3) | Sources of Innovation I: Understanding the Consumer Wants and Needs | Reading |
| 4) | Sources of Innovation II: Managing Innovation within the Company | Reading |
| 5) | Sources of Innovation III: Stakeholders and Strategic Alliances | Reading |
| 6) | Sources of Innovation IV: Management of Research & Development | Reading |
| 7) | Midterm Exam | reading |
| 8) | Digital Marketing (I) | reading |
| 9) | Digital Marketing (II) | Reading |
| 10) | Innovation @ Product Development | Reading |
| 11) | Innovation @ Pricing | Reading |
| 12) | Innovation @ Distribution | Reading |
| 13) | Innovation @ Promotion | Reading |
| 14) | Presentations of the Assignment Projects | Reading |
| Course Notes / Textbooks: | Innovation Management and New Product Development, Paul Trott, Prentice Hall, 4th Edition, 2008 |
| References: | İnovasyon Çemberi, Tom Peters, Ledo Yayıncılık, 2008. Markaların İnovasyon Manifestosu, John Grant, MediaCat Yayınları, 2006. Yaratıcılık ve İnovasyon, Frans Johansson, MediaCat Yayınları, 2007. İnovasyon, Yönetimde Devrimin Rehberi, İbrahim Kavrakoğlu, Alteo Yayıncılık, 2006. İnovasyon, Kalkınmanın ve Rekabetin Anahtarı, Şirin Elçi, Nova Yayıncılık, 2006. Yaratıcılık, Aklın Sınırlarını Aşmak, Ken Robinson, Kitap Yayınevi, 2008. İş Dünyasında Yenilik ve Yaratıcılık, Richard Luecke, İş Bankası Kültür Yayınları, 2008. Tarz Çağında Ürünler Yaratma, Susan Besemer, Morpa Yayınları, 2006. Ne Parlak Fikir, Yekta Özözer, Sistem Yayıncılık, 2009. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 1 | % 20 |
| Midterms | 1 | % 35 |
| Final | 1 | % 45 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 55 | |
| PERCENTAGE OF FINAL WORK | % 45 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 12 | 36 |
| Application | 13 | 91 |
| Study Hours Out of Class | 13 | 39 |
| Presentations / Seminar | 1 | 3 |
| Homework Assignments | 1 | 3 |
| Final | 1 | 3 |
| Total Workload | 175 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Identify core concepts of marketing and the role of marketing in business and society. | |
| 1) | Ability to collect, process, and analyze consumer data to make informed marketing decisions | |
| 2) | Knowledge of social, legal, ethical and technological forces on marketing decision-making. | |
| 3) | Ability to create an integrated marketing communications plan which includes promotional strategies and measures of effectiveness. | |
| 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. | |
| 8) | Ability to analyze marketing problems and provide solutions based on a critical examination of marketing information. |