AMERICAN CULTURE AND LITERATURE
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
EAP5108 Brand Management and Marketing in Educational Institutions Spring 3 0 3 8
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: Turkish
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Dr. Öğr. Üyesi ATAKAN ATA
Course Lecturer(s): Prof. Dr. YEŞİM ULUSU
Recommended Optional Program Components: None
Course Objectives: The purpose of this course is to give the principles of marketing management and marketing approaches within the context of education.

Learning Outcomes

The students who have succeeded in this course;
At the end of this course, students will be able to

1)acknowledge the basic concept of marketing and marketing of educational services.
2)recognize the customer-oriented nature of marketing and analyze the impact of marketing activities on the individual, business, and society
3)analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process.

Course Content

This course will be concerned with the basic principles of the marketing management. Topics to be discussed are marketing environment, determining the target market and utilizing the product mix, market segmentation, positioning the services, functions of the marketing communications, advertising and sales management.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Welcome! Course / Student Introductions Review of syllabus and course requirements; textbook and assignments Ders izlencesi
2) Introduction to marketing concept : its relevance in Turkish educational system, marketing structures and systems Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
3) Environmental Scanning and marketing opportunity analysis Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
4) Marketing information system : marketing research, marketing planning Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
5) Promotion decision : communication process; promotion strategies (in relation to education) Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
6) Performance and control: marketing audit Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
7) Notion of quality and effectiveness, quality and accountability, quality standards and systems in educational improvement Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
8) Theories and concepts of relationship marketing Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
9) Marketing of education services Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
10) Role of marketing research in decision-making. Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
11) Analyze the marketing system, study the characteristics of consumer behavior, and define market segmentation and target markets in context of external and internal customer Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
12) Positioning Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
13) Brand management Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
14) Pricing stratejy Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.

Sources

Course Notes / Textbooks: Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
Kotler, P. & Keller, K. (2011). Framework for Marketing Management (5th Ed.). Prentice Hall.
Marshall, G. & Johnston, M. (2009). Marketing Management. McGraw-Hill/Irwin.
References: Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
Kotler, P. & Keller, K. (2011). Framework for Marketing Management (5th Ed.). Prentice Hall.
Marshall, G. & Johnston, M. (2009). Marketing Management. McGraw-Hill/Irwin.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Homework Assignments 2 % 30
Presentation 1 % 20
Final 1 % 40
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Upon graduation, students will acquire key skills and attributes to conduct research to use research tools, to solve problems, to communicate effectively and to transfer skills to the workplace.
2) Upon graduation, students will have developed the ability to discuss key issues in fluent English.
3) Upon graduation, students will have developed the ability to compose written documents in English with a mature prose style. 4
4) Upon graduation, students will have gained broad knowledge of the American and English literary canons. 4
5) Upon graduation, students will have developed the ability to analyze, synthesize and criticize sophisticated works of American and English literature. 4
6) Upon graduation, students will have achieved in depth the understanding of contemporary American culture. 3
7) Upon graduation, students will have developed the ability to draw links among diverse literary texts and documents and establish critical connections and adopt an interdisciplinary attitude. 3
8) Upon graduation, students will be able to develop new projects individually or in teams. 3
9) Upon graduation, students will be able to apply their knowledge into their lives for interdisciplinary problem-solving and solutions. 4