| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5083 | Commercial Marketing Practices in Brand and Product Management | Fall | 3 | 0 | 3 | 8 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | Tr |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | |
| Course Coordinator : | Dr. Öğr. Üyesi TUĞCAN DEMİR |
| Course Objectives: | The course is intended to define the competitive marketing strategies and effective trade marketing implementations designed for distribution channels, retail stores and shoppers, which are put into action through the value chain of the organization; to design up-to-date trade marketing practices and product launches in Turkey by elaborating 4Ps of marketing; and to provide an explicit understanding on the interaction between sales and marketing departments, and on day-to-day trade marketing management process in the organizations operating in FMCG sector in Turkey. |
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The students who have succeeded in this course; The students who have succeeded in this course will; Learn the importance of trade marketing function as a sub-function of marketing, various effective methods, basic concepts and terminology, both in Turkish and English, of trade marketing, and distinguish the difference between the consumer marketing and trade marketing; Learn about the structure of the retailing sector in Turkey and the formulation of strategies and their practical implementations for distribution channel, customer segmentation and retail stores by focusing on marketing concepts; Demonstrate an understanding of designing an effective product launch, as well as organizing shopper marketing and trade marketing activities in retail stores; Be able to apply trade marketing concepts as they provide proactive solutions for strategic and operational marketing issues in a retail environment. |
| Course is designed in order to provide an explicit understanding on the interaction between sales and marketing departments, and on day-to-day trade marketing management process in the organizations operating in FMCG sector in Turkey. |
| 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 | ||
| Course Notes: | "Kitap 1: Pazarlama İletişimi Yönetimi - Prof.Dr. Yavuz Odabaşı, Prof.Dr. Mine Oyman, Kapital Medya Hizmetleri, 2005 Kitap 2: Sıcak Satış-Soğuk Satış - M.Kemal İmrek, Derin Yayınları, 2011 Kitap 3: Kotler ve Pazarlama - Philip Kotler, Sistem Yayınları, 2000. " |
| References: | "Konu başlıklarına ait içerik internet üzerindeki makale ve yayınlardan izlenebilir. Konulara ait içerik ve bilgiler Sinan Karacan tarafından gerçek iş deneyimleri baz alınarak oluşturulmuştur. Ders notları haftalık olarak verilecektir." |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 0 | % 0 |
| Laboratory | 0 | % 0 |
| Application | 0 | % 0 |
| Field Work | 0 | % 0 |
| Special Course Internship (Work Placement) | 0 | % 0 |
| Quizzes | 0 | % 0 |
| Homework Assignments | 0 | % 0 |
| Presentation | 0 | % 0 |
| Project | 0 | % 0 |
| Seminar | 0 | % 0 |
| Midterms | 1 | % 50 |
| Preliminary Jury | 0 | % 0 |
| Final | 1 | % 50 |
| Paper Submission | 0 | % 0 |
| Jury | 0 | % 0 |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | 12 | 36 | |
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 13 | 117 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 1 | 3 | |
| Paper Submission | |||
| Jury | |||
| Final | 1 | 3 | |
| Total Workload | 201 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |