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	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)	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.	3
2)	Understand the common as well as distinctive characters of the markets, industries, market regulations and policies.	2
3)	Develop an awareness of different approaches to the economic events and why and how those approaches have been formed through the Economic History and understand the differences among those approaches by noticing at what extent they could explain the economic events.	1
4)	Analyze the interventions of politics to the economics and vice versa.	3
5)	Apply the economic analysis to everyday economic problems and evaluate the policy proposals for those problems by comparing opposite approaches.	2
6)	Understand current and new economic events and how the new approaches to the economics are formed and evaluating.	2
7)	Develop the communicative skills in order to explain the specific economic issues/events written, spoken and graphical form.	3
8)	Know how to formulate the economics problems and issues and define the solutions in a well-formed written form, which includes the hypothesis, literature, methodology and results / empirical evidence.	2
9)	Demonstrate the quantitative and qualitative capabilities and provide evidence for the hypotheses and economic arguments.	2
10)	Understand the information and changes related to the economy by using a foreign language and communicate with colleagues.	3