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 |
COP4234 | Eti:Value Chain Management | Fall | 3 | 0 | 3 | 6 |
The course opens with the approval of the Department at the beginning of each semester |
Language of instruction: | En |
Type of course: | Departmental Elective |
Course Level: | |
Mode of Delivery: | Hybrid |
Course Coordinator : | Prof. Dr. ELİF OKAN |
Course Objectives: | In this course, students will be introduced to the FMCG sector in the context of marketing, sales, supply chain, export and HR, which are all parts of the value chain. Eti's vision, strategy and dynamics will be covered with concrete examples and case studies. |
The students who have succeeded in this course; 1) To convey the value chain and the concept of value chain in an FMCG company 2) To learn FMCG market and market dynamics in Turkey 3) To learn the concepts of branding, integrated marketing communication, sustainability communication and to understand digital marketing channels 4) To acquire both theoretical and practical knowledge in the field of sales by learning sales strategies and go-to-market models 5) To learn about the global FMCG market and export operations in major markets 6) Understanding the supply chain components, learning the purchasing and quality assurance processes 7) To learn HR processes |
Looking at the FMCG sector from the perspective of Eti, the marketing, sales, procurement, export and recruitment processes in the sector will be discussed. Current trends, dynamics and changes in the pandemic will be conveyed through case studies. |
Week | Subject | Related Preparation | |
1) | How to launch a new brand? - Analyzing business challenges and competitors - Innovation and idea generation - Brand footprint - Price and packaging - Consumer testing from design to delivery | ||
2) | How to build an integrated marketing communication plan? - Competitive analysis and brand positioning - Generating creative communication idea - Media channels and media plan optimization - Idea and content tests | ||
3) | How to build a “digitally effective” brand? - Social media and video campaigns - E-commerce marketing - Data management - Digital Experience | ||
4) | How to build a “sustainable” brand? - Understanding of purpose - Purpose communication - Sustainable communication of “sustainability” | ||
5) | What is a go to market strategy? - Sales channel structures - Distributor structutes - Sales models | ||
6) | What is account management in sales? - Stakeholder management - Customer management - Negotiation skills - Win-win approach | ||
7) | What is commercial marketing? - Distribution, pricing and racking strategy - Merchandising - In store fundamentals | ||
8) | - Global Snacking Market and Regions - Global Snacking Trends - Fundamentals of Global Marketing Strategies - Fundamentals of Global Sales and Operations Strategies | ||
9) | - Global Trade and Global Supply Chain - How Covid-19 has changed sales trends? - How to work export value chain? - Export Financing and Budgeting | ||
10) | - Planning and logistics processes in the supply chain - Purchasing in the supply chain | ||
11) | - Production operations - Quality assurance and food regulations | ||
12) | What is recruitment? - Employer branding - Recruitment practices and fundamentals - Career coaching | ||
13) | Performance and reward management in HR | ||
14) | Discussion and General Overview of the Semester |
Course Notes: | "Marketing Management, 2015, 15th Edition, Kotler, Keller The Competitive Advantage: Creating and Sustaining Superior, Porter" |
References: |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | % 0 | |
Laboratory | % 0 | |
Application | % 0 | |
Field Work | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Quizzes | 5 | % 25 |
Homework Assignments | % 0 | |
Presentation | % 0 | |
Project | % 0 | |
Seminar | % 0 | |
Midterms | 1 | % 35 |
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 |
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 | 0 | 0 | 0 |
Homework Assignments | 0 | 0 | 0 |
Quizzes | 5 | 2 | 10 |
Preliminary Jury | 0 | 0 | 0 |
Midterms | 1 | 2 | 2 |
Paper Submission | 0 | 0 | 0 |
Jury | 0 | 0 | 0 |
Final | 1 | 2 | 2 |
Total Workload | 140 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution |