Course Descriptions

542/5000 Leadership concept and characteristics of leadership. Gaining and developing leadership skills. Properties approach. Behavioral and situational leadership approach. Types of leadership. Leadership skills in technology and innovation management. Effective contributions of the leader in an institution. Development of leadership features. Team spirit concept. Team management and its importance. Leadership and team management. Critical leadership issues and skills needed to coordinate team members. The role of leader in team management. Leadership, coaching, mentoring in team management.

Introduction to scientific research. Fundamentals of scientific research. Scientific approaches; positivism and qualitative approach, interpretive and quantitative approach. Basic concepts in scientific research. Research topic and selection of problem. Critical resource examination. Data types and data collection tools in scientific research: Survey and observation. Data types and data collection tools in scientific research; interviews and documents. Measurement and scales in research. Sample and sample types. Quantitative and quantitative data analysis. Preparation of research report.

Communication and customer relationship concept. Basic concepts of customer relations management. Marketing communication components. Appropriate policies for customers' buying behavior and customer varieties. Customer loyalty. Communication with customers, problems and reasons. Customer retention and winning. 4 P of marketing and description. Customer service and its importance. Customer relations management. Types of marketing. Evaluation of customer relations.

What is ethics? Ethics-ethics relationship. Ethical responsibility relationship. Concepts related to responsibility. Social responsibility in businesses. Social responsibility in marketing. Corporate social responsibility. Philosophical and theoretical approaches on ethics. Ethical issues in marketing. Models of ethics marketing. Dilemmas in ethical management in terms of marketing. Ethics in marketing research. Ethics and applications in sales. Ethics and practices in marketing communications. Competition and ethics in marketing. Consumer ethics and consumer protection law. Special topics in ethics; gift making, donation making promotion etc. applications. Ethical business codes. Ethical decision-making process.

Definition of marketing, its scope and importance. Marketing management in strategic business planning. Marketing planning and marketing process. Analysis and evaluation of market opportunities. Market segmentation and target market selection. Planning the marketing mix strategy. Creation of product programs and finished goods. Pricing purposes and pricing methods. Distribution channel selection and distribution policies. Selection and evaluation of intermediaries in the distribution channel. Promotion decisions and promotion methods. Methods for determining the promotion budget.

The place and importance of innovation in strategic organization management for competition. Various concepts related to innovation. Product and service concepts and contents. New product and stages of new product development process. Customer needs and desires and methods used to expose this issue. Internal and external factors affecting the new product development process. Relations between design, production and marketing. Intellectual capital and knowledge management. Product and brand strategy. Innovation management and new product development. Packaging and product development. New service development. Organizational structure in new product development.

772/5000 Export, international trade and international marketing concepts. Domestic and foreign environment variables affecting international marketing. Theory of absolute and comparative advantages. Universal product life curve model. Alternative goods policies that can be followed in international marketing. Packaging-label-brand and guarantees in international marketing. Pricing in international marketing. Transfer pricing-selection of currency-dumping. Methods used in payment of export costs. Indirect and direct export. Physical distribution in international marketing. Delivery forms in international marketing. Advertising and face-to-face sales in international marketing. Fair-exhibition-trade centers in international marketing-sales promotion tools and public relations.

The place and importance of brand strategies in marketing management. Historical background in brand concept and its applications. Brand definitions. Brand according to Turkish Brands Law. Brand types. Brand meanings in terms of consumers. Brand value concept. Assets constituting a consumer based brand value. Brand loyalty. Brand awareness. Perceived quality-brand connotations. Basic brand decisions. Brand strategies and multi-brand use decision. Brand release decision. The decision to reposition the brand. Product and brand characteristics. Price and quality valuation in consumer brand perception.

Introduction to digital marketing. E-business, e-commerce and e-marketing concepts. Development of internet marketing and transition to internet marketing. Market on the Internet. Marketing process in digital marketing. Target market strategies in digital marketing. Product / service decisions and price in digital marketing. Promotion decisions and distribution in digital marketing. Establishing marketing strategy on the Internet. Shopping on the Internet. Electronic payment systems. Consumer protection on the Internet. Marketing research on the Internet. The basic rules and advantages of advertising on the Internet.

Basic concepts of competition and strategy. Competition and strategy in strategic thought schools. Competition management. Development of competition vision and mission. Creation of competitive strategy. Competitive strategy and competitive advantages. Environmental analysis. Industry and competition analysis techniques. Evaluation of the competitive capacity of the enterprise. Competition and policies in newly emerging industries. Competitive strategy and policies in international markets.