| INTERNATIONAL TRADE AND BUSINESS | |||||
| 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: | Hybrid |
| Course Coordinator : | Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
| Course Lecturer(s): |
Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Prof. Dr. İPEK ALTINBAŞAK FARİNA |
| Recommended Optional Program Components: | None |
| Course Objectives: | This lecturer aims the individual to understand the Turkish healthcare system and its applications. |
|
The students who have succeeded in this course; The learner; 1. will be able to define the marketing applications in pharmaceutical and restricted fields, and will have detailed knowledge of the subject 2. will be able to define the structure of Turkish healthcare system and the restrictions. 3. will be able to define general rules of promotion principles 4. will be able to define the communication channels, as well as evaluate different examples of implementation 5. will know how a brand in restricted markets is created and what actions are required to develop and keep its market share 6. will be able to evaluate the career-possibilities in those industries 7. will have experience of marketing implementations and creativity in stricted enviroments |
| 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 to pharma industry | None |
| 2) | Stake holders and organizational structures | None |
| 3) | Patient centric marketing | None |
| 4) | Registration, pricing, payback and patent processes of a drug | None |
| 5) | Getting to know the market: Research, segmentation and sales forecasting | None |
| 6) | Sales force excellence | None |
| 7) | Regulations and restrictions in pharma promotion and marketing | None |
| 8) | Mid-Term Exam | None |
| 9) | New Brand Development in Pharma Industry : | None |
| 10) | Marketing in Tobacco and Alcoholic Beverages | None |
| 11) | Marketing in Chance Games Industry and Hygienic Products | None |
| 12) | Repositioning and re launch | None |
| 13) | Future trends in global and local restricted markets | None |
| 14) | General review and explanation of rules on term-project (final) | None |
| 15) | TERM PROJECT (FINAL) | None |
| 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 |
| Attendance | 1 | % 20 |
| Midterms | 1 | % 40 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 6 | 84 |
| Project | 1 | 5 | 5 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 135 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information | 3 |
| 2) | Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies. | 3 |
| 3) | Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world. | 4 |
| 4) | Can communicate orally and in writing with a good knowledge of English grammar. | 4 |
| 5) | He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically. | 3 |
| 6) | Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business. | 3 |
| 7) | He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values. | 4 |
| 8) | Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety. | 3 |
| 9) | With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself | 3 |