BUSINESS ADMINISTRATION
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
COP4210 Abdi İbrahim - Creative Marketing Approaches for Restricted Markets Fall
Spring
3 0 3 6
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Departmental Elective
Course Level: Bachelor
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
Course Objectives: This lecturer aims the individual to understand the Turkish healthcare system and its applications.

Learning Outputs

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

Course Content

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.

Weekly Detailed Course Contents

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

Sources

Course Notes: 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,

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 1 % 20
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation % 0
Project % 0
Seminar % 0
Midterms 1 % 40
Preliminary Jury % 0
Final 1 % 40
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Laboratory 0 0 0
Application 0 0 0
Special Course Internship (Work Placement) 0 0 0
Field Work 0 0 0
Study Hours Out of Class 14 6 84
Presentations / Seminar 0 0 0
Project 1 5 5
Homework Assignments 0 0 0
Quizzes 0 0 0
Preliminary Jury 0 0 0
Midterms 1 2 2
Paper Submission 0 0 0
Jury 0 0 0
Final 1 2 2
Total Workload 135

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) Being able to identify problems and ask right questions
2) Having problem solving skills and developing necessary analytical attitude
3) Comprehending theoretical arguments along with counter arguments in detail
4) Gaining awareness of lifelong learning and being qualified for pursuing graduate education
5) Applying theoretical concepts in project planning
6) Communicating efficiently by accepting differences and carrying out compatible teamwork
7) Increasing efficiency rate in business environment
8) Developing innovative and creative solutions in face of uncertainty
9) Researching to gather information for understanding current threats and opportunities in business
10) Being aware of the effects of globalization on society and business while deciding
11) Possessing digital competence and utilizing necessary technology
12) Communicating in at least one foreign language in academic and daily life
13) Possessing managing skills and competence
14) Deciding with the awareness of the legal and ethical consequences of business operations
15) Expressing opinions that are built through critical thinking process in business and academic environment