|
Week |
Subject |
Related Preparation |
1) |
"Fast moving consumer goods (FMCG) sector in Turkey
• The meaning of fast moving
• Structure and dynamics of the FMCG sector
• Product categories
• Key competitors
• Trends
"
|
Prereading
|
2) |
"Introduction to Trade Marketing – I
• Basics of 4P approach in brand and product management
• Creation of brand value
• Value chain
• Product category management
• Consumer vs shopper
"
|
Prereading
|
3) |
"Introduction to Trade Marketing – II
• Trade marketing as a process
• Elaborating 4P in trade marketing
• Trade marketing and organizational structure
• Strategy formulation phase
• Coordination phase
• Implementation phase
• Evaluation phase"
|
Prereading
|
4) |
"Concept of availability - I
• What is availability?
• Availability and structure of distribution channels
• How to measure availability
• Nielsen retail audit
• Traditional vs modern channel
• Sales methods
• Traditional channel structure in Turkey
• Segmentation of traditional stores
• Promotions for traditional stores
• Who is seller?
• Seller incentives
• Sales automation systems
• Sales performance kpi’s"
|
Prereading
|
5) |
"Concept of availability - II
• Top trade in Turkey
• Top trade management
• Customer segmentation and strategies
• Customer calls and product listing negotiations
• Listing and delisting
• Campaign and activity planner"
|
Prereading
|
6) |
"Product development and pricing
• Product strategy and product mix
• Product differentiation by trade channels
• Product differentiation by retail stores
• Concept of limited edition
• Price points
• Pyschological pricing
• Multiple pack pricing
• Price index strategy
• Price list rationale: price calculation
• VAT factor in consumer pricing
• Price change process
• Management of multiple channel strategy"
|
Prereading
|
7) |
"Concept of visibility
• What is visibility?
• Importance of the visibility of a product
• Visibility in traditional retail stores
• Visibility in top trade retail stores
• Shelf strategy management
• What is a Planogram?
• Techniques of product display in retail stores
• Multiple displays – cross promotions
• In-store sales spaces
• Displays
• POP materials
• Merchandizing operation as a discipline"
|
Prereading
|
8) |
"To create brand/product awareness in stores
• Consumer identitiy vs shopper identity
• Shopper insight
• Moment of truth
• Major CRM techniques
• Marcom in retail stores"
|
Prereading
|
9) |
"Budgeting and time planning
• Trade marketing planner and activity budget
• Activity budget approval process
• Coordination process
• Communicating with other departments
• Evaluation phase"
|
Prereading
|
10) |
"Product launch and trade marketing tools
• Product launch planning
• Integrated trade marketing activites in a product launch
• The role of a trade marketing manager in a product launch"
|
Prereading
|
12) |
presentation |
|
13) |
presentation |
|
14) |
Overview |
|
15) |
Final Exam |
|
|
Program Outcomes |
Level of Contribution |
1) |
Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. |
|
2) |
To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing and branding. |
|
3) |
To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and branding and to produce solutions by taking responsibility. |
|
4) |
To be able to critically evaluate the knowledge and skills acquired in the field of marketing and branding expertise and to direct their learning. |
|
5) |
To be able to systematically convey the current developments in the field of marketing and branding and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. |
|
6) |
To be able to develop strategy, policy and implementation plans in the field of marketing and branidng and to evaluate the results obtained within the framework of quality processes. |
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