| BUSINESS ADMINISTRATION | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| COP4210 | Abdi İbrahim - Creative Marketing Approaches for Restricted Markets | Spring | 3 | 0 | 3 | 6 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. ELİF OKAN |
| Course Lecturer(s): |
Assist. Prof. KAZIM SELÇUK TUZCUOĞLU Prof. Dr. İPEK ALTINBAŞAK FARİNA |
| Recommended Optional Program Components: | None |
| Course Objectives: | This class aims to equip the student with the Turkish healthcare system and its applications. The students will build a strong foundation about marketing practices in restricted markets, especially pharmaceutical industry. In addition, the experiences of professionals will be shared. The objectives of the course include: 1. Understanding the marketing applications in pharmaceutical and restricted markets, and have detailed knowledge of the subject 2. Defining the structure of Turkish healthcare system and the restrictions 3. Learning general rules of promotion principles 4. Defining the communication channels, as well as evaluate different examples of implementation 5. Learning how a brand in restricted markets is created and the required activities to develop a brand. 6. Evaluating the career possibilities in those industries 7. Having experience of marketing implementations and creativity in restricted environments |
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The students who have succeeded in this course; 1. You have detailed knowledge of the marketing applications in pharmaceutical and restricted markets, 2. You will be able to speak to general rules of promotion principles and use of communication channels in restricted markets, 3. You know the requıred activities to create a brand in restricted markets, 4. You will be able to define Turkish healthcare system and the restrictions. |
| The teaching methods of the course are Project, Collaborative Learning, Guest Speaker, Lecture, Reading, Implementation, Discussion, Individual Study. The learner will build a strong foundation about creativity and marketing in any enviroment through the window of marketing in restricted markets, especially pharmaceutical industry and personal sharings of professionals about their own experiences. |
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Fundamentals of Pharmaceutical Industry, General Definition of pharma, Who is the customer? Stakeholders in pharma , Regulations and Restrictions in pharma | |
| 3) | Working in Pharma industry, Organizational structures, Medico-marketing approach | |
| 4) | Segmentation & Targeting, Positioning | |
| 5) | New brand development and launch in pharma industry | |
| 6) | Market Research & Customer Insight | |
| 7) | Alternative Channels: Digital Marketing & Social Media | |
| 8) | Midterm Exam | |
| 9) | Patient Centric Marketing and Social Responsibility Projects | |
| 10) | Marketing in other restricted markets – Guest speaker, Patient Centric Marketing and Social Responsibility Projects | |
| 11) | Importance of Field Force | |
| 12) | Sales Force Excellence Approaches | |
| 13) | Marketing in OTC Products, Future Trends and Globalization in Pharmaceutical Industry | |
| 14) | Future Trends and Globalization in Pharmaceutical Industry |
| Course Notes / Textbooks: | Janice MacLennan (2007): İlaç Sektöründe Marka Yönetimi / Brand Planning for the Pharmaceutical Industry. Arthur G. Cook (2007): İlaç Sektörü İçin Gelecek Tahmini Yöntemleri/Forcasting for Pharmaceutical Industry Ayla Okay (2007): Sağlık İletişimi TC Health Ministration Web-site, www.saglik.gov.tr/TR: Sağlık Mesleği Mensuplarıyla İlişkiler ve Beşeri Tıbbi Ürünlerin Sağlık Mesleği Mensuplarına Tanıtımı İlkeler |
| References: | Philip Kotler (2009): Kotler ve Pazarlama/Kotler and Marketing Brian D Smith (2013): ‘The Future Of Pharma? Speciation, Sex And Death’, Industrial Pharmacy Cutting Edge Information (2006): Pharmaceutical Market Segmentation: Spending, Strategy and Implementation Smith, Brian D, (2012): ‘Two tribes’, Pharmaceutical Market Europe Brian D Smith (2013): ‘The Future Of Pharma? Speciation, Sex And Death’ Brian D Smith, Gower (2011): The Future of Pharma – Evolutionary Threats and Opportunities, |
| Semester Requirements | Number of Activities | Level of Contribution |
| Project | 1 | % 30 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 30 | |
| PERCENTAGE OF FINAL WORK | % 70 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Study Hours Out of Class | 14 | 7 | 98 |
| Project | 1 | 5 | 5 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 146 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to identify problems and ask right questions | 3 |
| 2) | Having problem solving skills and developing necessary analytical attitude | 4 |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | 2 |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 1 |
| 5) | Applying theoretical concepts in project planning | 1 |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | 2 |
| 7) | Increasing efficiency rate in business environment | 3 |
| 8) | Developing innovative and creative solutions in face of uncertainty | 5 |
| 9) | Researching to gather information for understanding current threats and opportunities in business | 5 |
| 10) | Being aware of the effects of globalization on society and business while deciding | 3 |
| 11) | Possessing digital competence and utilizing necessary technology | 3 |
| 12) | Communicating in at least one foreign language in academic and daily life | 3 |
| 13) | Possessing managing skills and competence | 4 |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | 4 |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment | 4 |