ECONOMICS AND FINANCE
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 : Assist. Prof. SABİHA DULAY
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) Build up a body of knowledge in mathematics and statistics, to use them, to understand how the mechanism of economy –both at micro and macro levels – works. 2
2) Understand the common as well as distinctive characters of the markets, industries, market regulations and policies. 2
3) Developing the ability to explain global economic events by understanding different economic perspectives. 3
4) Acquiring the ability to analyze the impact of politics on the economy and vice versa. 3
5) Gaining the competence to propose solutions to economic problems and evaluate opposing policy recommendations. 2
6) Understanding and evaluating new economic developments and approaches. 2
7) Developing the ability to convey economic news and developments through written, oral, and graphical communication. 3
8) Gaining the competence to develop structured solutions for economic issues. 2
9) Acquiring the capability to present findings that support economic assumptions using numerical and verbal skills. 2
10) Gaining the competence to follow economic information and communicate with colleagues using a foreign language. 4