EAP5108 Brand Management and Marketing in Educational InstitutionsBahçeşehir UniversityDegree Programs PHYSIOTHERAPY AND REHABILITATION (TURKISH)General Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
PHYSIOTHERAPY AND REHABILITATION (TURKISH)
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 have theoretical and practical knowledge required to fulfill professional roles and functions of Physiotherapy and Rehabilitation field. 2
2) To act in accordance with ethical principles and values in professional practice. 1
3) To use life-long learning, problem-solving and critical thinking skills. 4
4) To define evidence-based practices and determine problem solving methods in Physiotherapy and Rehabilitation practices, using theories in health promotion, protection and care. 1
5) To take part in research, projects and activities within sense of social responsibility and interdisciplinary approach. 3
6) To have skills for training and consulting according to health education needs of individual, family and the community. 1
7) To be sensitive to health problems of the community and to be able to offer solutions. 3
8) To be able to use skills for effective communication. 5
9) To be able to select and use modern tools, techniques and modalities in Physiotherapy and Rehabilitation practices; to be able to use health information technologies effectively. 1
10) To be able to search for literature in health sciences databases and information sources to access to information and use the information effectively. 1
11) To be able to monitor occupational information using at least one foreign language, to collaborate and communicate with colleagues at international level. 1
12) To be a role model with contemporary and professional identity. 4