STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NON-THESIS, GÖZTEPE) | |||||
Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ISL5613 | Country Studies and Market Entry Strategy | Spring | 3 | 0 | 3 | 7 |
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: | Face to face |
Course Coordinator : | Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
Course Lecturer(s): |
Dr. YASEMİN GÖRÜM Instructor HAKAN ASLAN Instructor ENDER EMRE KANAAT |
Course Objectives: | The aim of the course is: With analyzing country and regional markets at the sşght of current economic and political and determine the market entry strategy. This course offers an in-depth exploration of the dynamics of urban and regional change through a combination of readings and spatial analysis using real-world datasets |
The students who have succeeded in this course; Our approach to developing a market-entry strategy follows a proven and structured process, based on extensive industry experience and in-depth understanding of all aspects that feed into a commercial launch |
Some topics of the course: Product roadmap, Tariffs, Advertising ,Sales and Distribution Customer service, Value proposition, Brand Target segments |
Week | Subject | Related Preparation | |
1) | A product & service roadmap | Reading | |
2) | Pricing | Reading | |
3) | Brand and communication plan | Reading | |
4) | Peripheral regions in the global economy | Reading | |
5) | Models of metropolitan economies | Reading | |
6) | The development of a sales and distribution channel plan | Reading | |
7) | Mid term | ||
8) | Positioning, price strategy, marketing investment | Reading | |
9) | Development and deployment of network and support systems | Reading | |
10) | Measuring the health of regional economies | Reading | |
11) | Concept of "Clear contingency planning" | Reading | |
12) | Presentation | ||
13) | Presentation | ||
14) | Final |
Course Notes: | Market Entry Strategies by Viktor Tielmann (Jul 29, 2010) Regional Economic Impact Analysis and Project Evaluation by H. Craig Davis (Jul 1990) |
References: |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 10 |
Laboratory | % 0 | |
Application | % 0 | |
Field Work | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Quizzes | % 0 | |
Homework Assignments | % 0 | |
Presentation | 1 | % 20 |
Project | % 0 | |
Seminar | % 0 | |
Midterms | 1 | % 30 |
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 | Workload | |
Course Hours | 14 | 42 | |
Laboratory | |||
Application | |||
Special Course Internship (Work Placement) | |||
Field Work | |||
Study Hours Out of Class | 14 | 70 | |
Presentations / Seminar | 14 | 59 | |
Project | |||
Homework Assignments | |||
Quizzes | |||
Preliminary Jury | |||
Midterms | 1 | 2 | |
Paper Submission | |||
Jury | |||
Final | 1 | 2 | |
Total Workload | 175 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
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. |