| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Bachelor's Degree |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 5 |
| NAME OF LECTURER(S) | Professor Feride Bahar Işın
Associate Professor Selay Ilgaz Sümer
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Identify, formulate and solve problems in industrial markets.
2) Promote strategies for industrial markets.
3) Analyze and interpret the results of the strategies developed for industrial markets.
4) Know industrial buying behavior.
5) Know industrial marketing communication.
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | Man335 Marketing Planning |
| COURSE DEFINITION | In this course, many aspects of industrial markets will be covered. Industrial markets, buyer behavior, customer relationship management, market segmentation, demand analysis, marketing mix, new industrial product development, issues such as pricing strategies will be discussed. |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Introduction | | 2nd Week | Characteristics of Industrial Markets | | 3rd Week | Relationship Management in Industrial Marketing | | 4th Week | Buying Process in Industrial Marketing | | 5th Week | Industrial Purchasing Behavior | | 6th Week | Segmentation, Target Market Selection and Positioning in Industrial Marketing | | 7th Week | Product Decisions in Industrial Marketing | | 8th Week | Midterm Exam | | 9th Week | New Product Development Decisions in Industrial Marketing | | 10th Week | Pricing Decisions in Industrial Marketing | | 11th Week | Distribution Channel Decisions and Logistics Management in Industrial Marketing, Promotion Decisions in Industrial Marketing | | 12th Week |
Competitive Analysis and Competitive Advantage in Industrial Marketing | | 13th Week | Project Presentations and Report Submission | | 14th Week | Project Presentations and Report Submission |
|
| RECOMENDED OR REQUIRED READING | F. Müge Arslan, Endüstriyel Pazarlama Rekabetsel Yaklaşım, Beta Basım, İkinci Baskı.
Nezihe Figen Balta, Endüstriyel Pazarlama, Nobel Yayın Dağıtım.
Lecture notes
|
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Discussion |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Mid-term | 1 | 35 | | Project | 1 | 20 | | Total(%) | | 55 | | Contribution of In-term Studies to Overall Grade(%) | | 55 | | Contribution of Final Examination to Overall Grade(%) | | 45 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 2 | 2 | | Preparation for Quiz | | | | | Individual or group work | 14 | 1 | 14 | | Preparation for Final exam | 1 | 40 | 40 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | 1 | 30 | 30 | | Laboratory (including preparation) | | | | | Final exam | 1 | 2 | 2 | | Homework | | | | | Project | 1 | 20 | 20 | | Total Workload | | | 150 |
|---|
| Total Workload / 30 | | | 5 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
