PAZ653 - STRATEGIC PRODUCT MARKETING and ANALYTICS
| Course Name | Code | Semester | Theory (hours/week) |
Application (hours/week) |
Credit | ECTS |
|---|---|---|---|---|---|---|
| STRATEGIC PRODUCT MARKETING and ANALYTICS | PAZ653 | 1st Semester | 3 | 0 | 3 | 6 |
| Prequisites | None | |||||
| Course language | Turkish | |||||
| Course type | Must | |||||
| Mode of Delivery | Face-to-Face | |||||
| Learning and teaching strategies | Lecture Discussion Preparing and/or Presenting Reports | |||||
| Instructor (s) | Faculty Members of the Department | |||||
| Course objective | The aim of this course is to provide students with the basic concepts of product strategy; new product development process and application; have advanced knowledge in the areas of single product decisions and product line management; In addition, it is to enable them to follow the developments in the literature related to the theoretical knowledge they have learned and to make applications. | |||||
| Learning outcomes |
| |||||
| Course Content | Product concept and basic concepts about product marketing, single product decisions (design, quality, packaging, label, brand), product portfolio analysis, product mix decisions (product line, width, depth, consistency), new product development and analysis. | |||||
| References | 1) Kavak, B., Eryiğit, C. ve Özkan Tektaş, Ö. (2016). Pazarlamada Ürün, Uygulamalar ve Örnek Olaylar, Siyasal Kitabevi. 2) Baker, M., Hart, S., Product Strategy Management, Prentice Hall 3) Articles and cases | |||||
Course outline weekly
| Weeks | Topics |
|---|---|
| Week 1 | Introduction and Basic concepts |
| Week 2 | Product Levels, Product Hierarchy, and Product Types |
| Week 3 | Product management process; Planning, implementation and control in PMP; Factors affecting PMS. |
| Week 4 | Product line and product mix concepts; Product Mix Decisions, Change in Product Mix |
| Week 5 | Product and Product Portfolio Analysis as a Strategic Business Unit |
| Week 6 | Midterm exam |
| Week 7 | Packaging, Labeling decisions and legal regulations in products |
| Week 8 | Design, Quality and Importance of Products |
| Week 9 | Product and brand, basic concepts about the branding |
| Week 10 | The concept of innovation, models of diffusion of innovation |
| Week 11 | New product concept, new product types, failure reasons of new products. |
| Week 12 | New product development process and implementation I (Collection and analysis of new product ideas, concept development and testing) |
| Week 13 | New product development process and implementation II (Business analysis and applications, test markets, product launch strategies) |
| Week 14 | Product life cycle, criticism, analysis and application examples |
| Week 15 | General Assessment |
| Week 16 | Final exam |
Assesment methods
| Course activities | Number | Percentage |
|---|---|---|
| Attendance | 14 | 10 |
| Laboratory | 0 | 0 |
| Application | 0 | 0 |
| Field activities | 0 | 0 |
| Specific practical training | 0 | 0 |
| Assignments | 1 | 20 |
| Presentation | 0 | 0 |
| Project | 0 | 0 |
| Seminar | 0 | 0 |
| Midterms | 1 | 20 |
| Final exam | 1 | 50 |
| Total | 100 | |
| Percentage of semester activities contributing grade succes | 16 | 50 |
| Percentage of final exam contributing grade succes | 1 | 50 |
| Total | 100 | |
WORKLOAD AND ECTS CALCULATION
| Activities | Number | Duration (hour) | Total Work Load |
|---|---|---|---|
| Course Duration (x14) | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Specific practical training | 0 | 0 | 0 |
| Field activities | 0 | 0 | 0 |
| Study Hours Out of Class (Preliminary work, reinforcement, ect) | 12 | 4 | 48 |
| Presentation / Seminar Preparation | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Homework assignment | 1 | 20 | 20 |
| Midterms (Study duration) | 1 | 30 | 30 |
| Final Exam (Study duration) | 1 | 35 | 35 |
| Total Workload | 29 | 92 | 175 |
Matrix Of The Course Learning Outcomes Versus Program Outcomes
| D.9. Key Learning Outcomes | Contrubition level* | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Conducts novel and ethical research on business, reports outcomes in a critical manner. | X | ||||
| 2. Solves problems via appropriate softwares, adapts to new methods and software. | X | ||||
| 3. Has managerial and leadership skills to identify problems, objectives and strategic plans for organizational progress with a critical point of view. | X | ||||
| 4. Plays an active role in projects, analyses relationship between stakeholders accurately, motivates and manages all stakeholders through effective language skills. | X | ||||
| 5. Has necessary communication skills to manage verbal and written communication. | X | ||||
| 6. Analyses and uses contemporary and advanced knowledge in relation with information from different areas. | X | ||||
| 7. Progresses continuously and transfers the experience in both written and verbal ways. | X | ||||
| 8. Through anticipation and strategic thinking, plays an active role in organizational decision making process. | X | ||||
| 9. Uses knowledge in consistency with the ethical, social and international values in an unbiased manner. | X | ||||
| 10. Has expertise on the multi-disciplinary nature of management and related fields. | X | ||||
| 11. Approaches problems with a wide strategic perspective, self-develops continuously. | X | ||||
| 12. Shares novel studies, is up to date both in knowledge and personal network. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest