EUROPEAN UNION RELATIONS
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 Fall 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) To be able to examine, interpret data and assess ideas with the scientific methods in the area of EU studies. 2
2) To be able to inform authorities and institutions in the area of EU studies, to be able to transfer ideas and proposals supported by quantitative and qualitative data about the problems. 2
3) To be introduced to and to get involved in other disciplines that EU studies are strongly related with (political science, international relations, law, economics, sociology, etc.) and to be able to conduct multi-disciplinary research and analysis on European politics. 3
4) To be able to evaluate current news on European Union and Turkey-EU relations and identify, analyze current issues relating to the EU’s politics and policies. 2
5) To be able to use English in written and oral communication in general and in the field of EU studies in particular. 1
6) To have ethical, social and scientific values throughout the processes of collecting, interpreting, disseminating and implementing data related to EU studies. 1
7) To be able to assess the historical development, functioning of the institutions and decision-making system and common policies of the European Union throughout its economic and political integration in a supranational framework. 2
8) To be able to evaluate the current legal, financial and institutional changes that the EU is going through. 2
9) To explain the dynamics of enlargement processes of the EU by identifying the main actors and institutions involved and compare previous enlargement processes and accession process of Turkey. 2
10) To be able to analyze the influence of the EU on political, social and economic system of Turkey. 2
11) To acquire insight in EU project culture and to build up project preparation skills in line with EU format and develop the ability to work in groups and cooperate with peers. 2
12) To be able to recognize theories and concepts used by the discipline of international relations and relate them to the historical development of the EU as a unique post-War political project. 3