| BP 501 Brand Management |
3 Credits |
|
Branding has become a very critical tool for achieving
and maintaining success in marketing. This course is
designed to focus on the strategic brand management
process and will cover concepts/issues/approaches in
building, measuring and managing brand equity.
Hence, the objective will be to get an in-depth
understanding of branding and strategic brand management
and their applications in practice. The course develops
the knowledge and skills necessary in the
essential aspects of formulating and implementing branding
strategies and decisions. The course provides you with
a systematic framework for effective strategic brand
management and planning process
Our other objective will be to develop skills in analysis
and reasoning, group interaction, oral and written
presentation, theory application and decision-making.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Fall 2017-2018 |
Brand Management |
3 |
| Fall 2016-2017 |
Brand Management |
3 |
| Fall 2015-2016 |
Brand Management |
3 |
| Fall 2014-2015 |
Brand Management |
3 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 10 ECTS (10 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 502 B2B-B2C Marketing |
3 Credits |
|
B2C - B2B Marketing course elaborates critical topics
in the journey of a brand. Approaches to the end
users vary hugely in the fields of B2B and B2C, and
our course reflects upon that. The instructors,
expertise and real life practices are the core
of the course. B2B part will be designed in a “blended”
manner.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
B2B-B2C Marketing |
3 |
| Spring 2016-2017 |
B2B-B2C Marketing |
3 |
| Spring 2015-2016 |
B2B-B2C Marketing |
3 |
| Spring 2014-2015 |
Brand Management in Industries |
1.5 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 10 ECTS (10 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 503 Project–Brand Action Paradigm |
0 Credit |
|
Brand management requires high adaptation skills, ability
to work under fierce competition. In order to better prepare
the students for a game of “gaining and retaining
competitive advantage”, course aims at to
equip them with a tool kit.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Project–Brand Action Paradigm |
0 |
| Spring 2016-2017 |
Project–Brand Action Paradigm |
0 |
| Summer 2015-2016 |
Project–Brand Action Paradigm |
0 |
| Summer 2014-2015 |
Project–Brand Action Paradigm |
0 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 30 ECTS (30 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 511 Consumer Behaviour |
3 Credits |
|
Consumer behaviours course conceptualizes variances that
determine and affect consumer’s decision-making
process and consumer behaviors, consumer behavior models,
explanatory and descriptive models, and addresses
the main objective and evolution of consumer behaviours
from past to present in the transition from
modernism to postmodernism. The place of consumer
behaviour in marketing in consumption society, symbolic
consumption and hedonism in terms of interdisciplinary
approaches to consumer behaviors, the definition of new
consumer according to consumer behavior and marketing
strategy relationship in businesses, experience economy,
customer experience management, customer satisfaction,
customer loyalty, new trends of consumer researches
in consumer century and customer capital
management are examined.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Fall 2017-2018 |
Consumer Behaviour |
3 |
| Fall 2016-2017 |
Consumer Behaviour |
3 |
| Fall 2015-2016 |
Consumer Behaviour |
3 |
| Fall 2014-2015 |
Consumer Behaviour |
3 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 10 ECTS (10 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 512 International Marketing I |
1.5 Credits |
|
International Marketing Strategy is a
problem-solving-oriented marketing course designed
for marketing executives and second-year MBA students
who expect to undertake marketing assignments as part of
their career paths to general management, and students
planning functional careers in multinational, global, and
internationalizing enterprises. My objective in this course
is to present a systematic application of strategic
marketing in the global environment. I present an integrated
treatment of conceptual and managerial issues in
contemporary international marketing based on the
state-of-the-art research in the field. The focus is on the
formulation of comprehensive marketing strategies by
multinationals from developed economies, such as the
United States, but also from emerging economies, such as
India, China, S. Africa, and Turkey, competing in
global industries.
The course is designed to provide an appreciation for
cross-functional and interdisciplinary perspectives in
international business. This is because today’s global
operations increasingly require these proficiencies in
managing core business processes.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Fall 2017-2018 |
International Marketing I |
1.5 |
| Fall 2016-2017 |
International Marketing I |
1.5 |
| Fall 2015-2016 |
International Marketing I |
1.5 |
| Spring 2014-2015 |
International Marketing Strategy |
1.5 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 3 ECTS (3 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 513 Brand Action / BAP / Established Brand |
2 Credits |
|
Brand management requires high adaptation skills, ability
to work under fierce competition. In order to better prepare
the students for a game of “gaining and retaining
competitive advantage”, course aims at to equip them
with a tool kit - conducting detailed analysis when faced
with real problems, effectively work and communicate
in a teamwork environment and deliver results, all under
the tutorage of leads and mentors. Brand Action Project or
BAP, aims to provide the students with hands-on experience
and opportunity for action-learning in a real brand
practice environment from different established brands.
BAP companies or stakeholders will provide data,
expert view and contribution of various management
levels during the process of BAP.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Brand Action / BAP / Established Brand |
2 |
| Spring 2016-2017 |
Brand Action / BAP / Established Brand |
2 |
| Summer 2015-2016 |
Brand Action / BAP / Established Brand |
2 |
| Summer 2014-2015 |
Brand Action / BAP / Established Brand |
2 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 4 ECTS (4 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 521 Big Picture in Marketing |
3 Credits |
|
Big Picture method integrates strategy development
and implementation decisions in order to increase the
effectiveness of marketing decisions and efficiency of
investments. It helps to identify the relationship between
target customer, their needs, customer's change of
behaviour depending on their changing perception, and the
effect of this change to the brand. From strategic
design to implementation decisions, a complete study is
applied in the course. In order to bridge the gap
between marketing strategy concepts and strategy designing,
Big Picture management is implemented on different markets
and brand dynamics through simulation or applied
case studies.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Big Picture in Marketing |
3 |
| Fall 2017-2018 |
Big Picture in Marketing |
3 |
| Fall 2016-2017 |
Big Picture in Marketing |
3 |
| Fall 2015-2016 |
Big Picture in Marketing |
3 |
| Fall 2014-2015 |
Big Picture in Marketing |
3 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 10 ECTS (10 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 522 Integrated Marketing Communication |
3 Credits |
|
Today's brand manager has to manage and make his/her
brand successful in a much more complicated marketing
environment than the brand managers of the last two
decades. A brand manager must interact with his/her
customers, making decision with his/her emotions and
producing content by operating and managing different
communication agencies specialized in their fields around
the idea of one single brand in an environment
where s/he is surrounded by many traditional or brand new
communication channels. Integrated Marketing Communication
course aims to develop the skill of using all communication
disciplines and channels in an integral manner in this
complicated consumer, media and agency environment.
It shares necessary theoretical knowledge for this purpose
and helps students gain total brand communication
practice by means of case studies to be brought by managers
of agencies with different expertise.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Integrated Marketing Communication |
3 |
| Spring 2016-2017 |
Integrated Marketing Communication |
3 |
| Spring 2015-2016 |
Integrated Marketing Communication |
3 |
| Spring 2014-2015 |
Integrated Marketing Communication |
3 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 10 ECTS (10 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 523 Brand Action - BAP / Challenging Brands |
2 Credits |
|
Brand management requires high adaptation skills, ability
to work under fierce competition. In order to better prepare
the students for a game of “gaining and retaining
competitive advantage”, course aims at to equip them
with a tool kit - conducting detailed analysis when faced
with real problems, effectively work and communicate in
a teamwork environment and deliver results, all
under the tutorage of leads and mentors. Brand Action
Project or BAP, aims to provide the students with
hands-on experience and opportunity for action-learning
in a real brand practice environment from different
challenging brands. BAP companies or stakeholders
will provide data, expert view and contribution of various
management levels during the process of BAP.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Brand Action - BAP / Challenging Brands |
2 |
| Spring 2016-2017 |
Brand Action - BAP / Challenging Brands |
2 |
| Summer 2015-2016 |
Brand Action - BAP / Challenging Brands |
2 |
| Summer 2014-2015 |
Brand Action - BAP / Challenging Brands |
2 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 4 ECTS (4 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 531 Economics and Practice of Finance |
1.5 Credits |
|
Objectives of the course are; a) to elaborate how
different market mechanisms work, b) to discuss about
various drivers behind economical growth, c) to
review essential accounting principles and analyze
financial statements d) to discuss various
budgeting techniques.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Fall 2017-2018 |
Economics and Practice of Finance |
1.5 |
| Fall 2016-2017 |
Economics and Practice of Finance |
1.5 |
| Fall 2015-2016 |
Microeconomics |
1.5 |
| Fall 2014-2015 |
Microeconomics |
1.5 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 3 ECTS (3 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 532 New Product Development |
3 Credits |
|
The companies today are being transformed from
product-focused structures into brand-focused structures.
This transformation shows itself in development of
new products, as well as in all processes. The New
Product Development course focuses on transformation
in these processes. The concepts of product, innovation,
brand pillars, product portfolio management constitutes the
focus of the course. Management of brands in an innovative
company is discussed over different sectors.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
New Product Development |
3 |
| Spring 2016-2017 |
New Product Development |
3 |
| Spring 2015-2016 |
New Product Development |
3 |
| Spring 2014-2015 |
New Product Development |
3 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 10 ECTS (10 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 533 Brand Action / Non -Profit Brands |
2 Credits |
|
Brand management requires high adaptation skills,
ability to work under fierce competition. In order to better
prepare the students for a game of “gaining and retaining
competitive advantage”, course aims at to equip them
with a tool kit - conducting detailed analysis when faced
with real problems, effectively work and communicate
in a teamwork environment and deliver results, all under
the tutorage of leads and mentors. Brand Action Project or
BAP, aims to provide the students with hands-on experience
and opportunity for action-learning in a real brand practice
environment from different Non -Profit Brands.
BAP companies or stakeholders will provide data, expert view
and contribution of various management levels
during the process of BAP.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Brand Action / Non -Profit Brands |
2 |
| Spring 2016-2017 |
Brand Action / Non -Profit Brands |
2 |
| Summer 2015-2016 |
Brand Action / Non -Profit Brands |
2 |
| Summer 2014-2015 |
Brand Action / Non -Profit Brands |
2 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 4 ECTS (4 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 552 International Marketing Strategy II |
1.5 Credits |
The objective of this course is to present a systematic
application of strategic marketing in the global
environment. It covers an integrated treatment
of conceptual and managerial issues in contemporary
international marketing based on the state-of-the-art
research in the field. The focus is on the formulation
of comprehensive marketing strategies by
multinationals from developed economies, such as the United
States, but also from emerging economies, such as
India, China, S. Africa and Turkey. The objectives are:
• Globalization and its impact on marketing in the new
world economy
• Building global market participation and
localizing marketing activities effectively
• Designing a global marketing strategy and
executing it effectively
• Conducting cross - national consumer behaviour
analysis based on market research
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
International Marketing Strategy II |
1.5 |
| Spring 2016-2017 |
International Marketing Strategy II |
1.5 |
| Spring 2015-2016 |
International Marketing Strategy II |
1.5 |
|
| Prerequisite: BP 512 - Doctorate - Min Grade D |
| or BP 512 - Masters - Min Grade D |
| Corequisite: __ |
| ECTS Credit: 3 ECTS (3 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
| BP 562 Marketing 3.0 |
1.5 Credits |
|
The new consumer is highly aware, demanding and
has the ability to use technology effectively.
Ready-made marketing practices are no
longer effective. The new consumer requires brands
to begin a constant exchange of values, forces them
o establish genuine relationship with themselves.
This course will focus on the marketing tools
in the digital era and best marketing
practice where constant dialogue with the
consumer prevails.
|
| Last Offered Terms |
Course Name |
SU Credit |
| Spring 2017-2018 |
Marketing 3.0 |
1.5 |
| Spring 2016-2017 |
Marketing 3.0 |
1.5 |
| Spring 2015-2016 |
Marketing 3.0 |
1.5 |
|
| Prerequisite: __ |
| Corequisite: __ |
| ECTS Credit: 3 ECTS (3 ECTS for students admitted before 2013-14 Academic Year) |
| General Requirements: |
|
|
| |
