Courses

Stages of Research, Research Question and Hypothesis, Research Design, Research Topic Selection, Ethics in Social Research, Data Types, Data Collection Methods, Analysis of Sampling Methods, Qualitative Research Methods, Survey, Observation and Interview, Analysis of Quantitative Research Methods, Survey, Reporting Research Results , Interpreting and Evaluating Research.

It is aimed to explain the concept of marketing as an umbrella by examining the elements of sales, public relations, personal selling and advertising. It covers market definitions, developments in the concept of marketing, principles of marketing planning and strategic planning, stages of the marketing research process, marketing mix, and positioning in marketing.

It aims to gain theoretical knowledge about Brand Management. Focus will be on positioning and brand anatomy, differentiation and market analysis, brand positioning documents, product development & pricing, advertising and advertising techniques.

This course on research methods introduces students to the various tools needed in the research they will conduct while writing their master's theses. Quantitative analysis; data analysis; Issues such as processing and interpretation of data are discussed. The seminar course offers topic options for students who want to write a thesis and supports them with a series of seminars on relevant topics.

The student's ability to obtain new information by conducting scientific research under the supervision of a faculty member and to evaluate and interpret this information; It aims to measure writing ability. The thesis must be defended in front of a jury.

The student's ability to obtain new information by conducting scientific research under the supervision of a faculty member and to evaluate and interpret this information; It aims to measure writing ability. The thesis must be defended in front of a jury.

It is a research study that students in the Non-Thesis Master's Program must do before graduation. Student; Students are required to research a topic in their field of interest under the supervision of a faculty member and write a report.

This course aims to identify the differences between national and international marketing, evaluate the effects of international trade on the national economy, and make a detailed analysis of the environmental factors affecting international marketing and Turkey. Introduction to global marketing, global marketing environment, entry process into international markets, product adaptation and product management, export price strategies, international and global marketing communication, international distribution channels, Turkey-EU Relations will be examined.

Within the scope of the pricing course, the place and importance of the price concept in marketing strategies, the pricing process, basic pricing methods and price adjustment strategies will be discussed according to current practices and sectoral differences. The Place of Pricing in Marketing, Basic Issues in Pricing, Basic Pricing Strategies: Current product pricing, Basic Pricing Strategies, Price Adjustment Strategies, Price Segmentation, Pricing in the International Market, Pricing along the Product Life Curve, Pricing in Services will be discussed.

It aims to provide information about sustainable marketing. Sustainability and management concepts, basic features of sustainability management, the importance of sustainability, elements of sustainability and quality process, corporate sustainability and its elements, stakeholders, ethical values, corporate social responsibility topics will be given.

It is aimed to provide the necessary information about the research techniques and methods carried out in the field of marketing and to eliminate the knowledge deficiencies in the field of marketing research. First of all, the stages of marketing research, determination of data sources, primary and secondary data sources, sampling plan and sampling process, random and non-random sampling methods, sampling errors, determination of sample size in random sampling methods will be given. Afterwards, data collection methods, observation method, focus group interviews, survey method, experimental method, regression analysis, discriminant analysis, factor analysis, cluster analysis, multidimensional scaling will be discussed.

Evaluating the history and current applications of integrated marketing communication and predicting the dimensions it will reach in the future. History of Marketing Communication and Integrated Marketing Communication Integrated Marketing Management and Brand Management covers the subjects of Brand Communication, Brand Communication Strategies, Advertising, Target Audience, Personal Selling, Sales Development, Direct Marketing, Public Relations, Sponsorship.

It aims to create and implement a new brand. What to consider when determining a new brand, how the determined brand will be presented to the market, its price, positioning and promotional activities, and measurement of the awareness and loyalty of the new brand introduced to the market.

It includes learning how the human brain works and conveying how this knowledge can be used in marketing. Explaining the basic concepts and theories used in neuroscience and neuromarketing. Explaining the marketing implications of the unconscious reactions that lie in consumers' decision-making processes. It is aimed to support theories with application examples regarding neuromarketing.

It covers the marketing system and its relationship with environmental factors, marketing strategy and planning, marketing research and analysis, consumer behavior and basic and contemporary marketing strategies such as product, distribution, promotion and pricing.

It aims to understand the basic principles and processes of Logistics and Supply chain management. The place of customer relationship management in the marketing strategy and decisions of the business and the development process of this approach will be examined. Afterwards, the architecture of customer relationship management and the process of developing sustainable relationships with customers will be explained. In this context, strategic, operational and analytical customer relationship management comprehensive issues, concepts, approaches and methods will be discussed in depth. In order for students to better understand the issues related to customer identification, acquisition and retention, sample applications on comprehensive topics, especially operational and analytical customer relationship management, will be included and examined in detail.

The aim of this course is to first reveal the place and position of marketing communication within the integrated marketing management approach and then to focus on the advertising function. After the course description and general introduction are made, groups for the projects will be determined. Marketing, marketing communication and marketing communication components, general purpose and special purpose advertisements, functions of advertising and the features that a good advertisement should have, advertising and ethics; Advertising sample (video) analysis, advertising campaign planning - preparation of advertising brief, preparation of advertising program and media planning will be given.

The aim of the Customer Relationship Management course is to convey to students information about the basic principles, theories and practices of the customer-oriented marketing approach, which is decisive for the sustainability of businesses. In this course, first of all, the place of customer relationship management in the marketing strategy and decisions of the business and the development process of this approach will be examined. Afterwards, the architecture of customer relationship management and the process of developing sustainable relationships with customers will be explained. In this context, strategic, operational and analytical customer relationship management comprehensive issues, concepts, approaches and methods will be discussed in depth. In order for students to better understand the issues related to customer identification, acquisition and retention, sample applications on comprehensive topics, especially operational and analytical customer relationship management, will be included and examined in detail.

To ensure that the marketing approach is established in accordance with the developments in the market and technology, and to introduce the concepts of e-commerce and digital marketing with their current applications. Focus will be on digital transformation, digital marketing planning, promotion in digital marketing (owned media, paid and earned media), social media marketing, online communities, viral marketing, e-customer relationship management, online consumer behavior and KPIs.

In the Perception Management course, the concept of perception, relationship management; Perception building, perception types, decision-making process, factors affecting decision-making, perception and corporate communication, corporate identity perception, relationship between perception and attitude and persuasion will be discussed on the basis of strategy based on mutual benefit, understanding, consensus, goodwill, trust and tolerance.

The concept of corporate communication, its elements, purpose and function, the concepts of Organizational Communication, Management Communication, Marketing Communication, corporate identity, corporate culture, corporate image, strategic management and planning, ethics, social responsibility concepts and the relationship between corporate communication constitute the course content.

This course includes basic information about brand communication and promotional efforts for institutions and brands. Marketing mix, promotional components and strategies included in the mix are specifically included in this course. This lesson; It focuses on persuasion theories, concepts, strategies and processes. In this regard, persuasion strategies and processes in contemporary societies and their applications in advertising, marketing, brand promotion and public relations will also be examined within the scope of the course. Additionally, the role of language, culture, media and the content of the message will also be discussed. Finally, in this course, students will be informed about the communication-related difficulties experienced in multicultural brands and the ways and methods to be followed to solve them, with examples.

An understanding of a range of theories compiled from the behavioral sciences and an introduction to concepts and findings that are or can be used by managers to understand, respond to and/or change consumer behavior; It aims to understand perception, learning, motivation, attitude formation and change, behavioral models and their adaptation to marketing and managerial decision-making processes. Marketing and basic concepts in marketing, introduction to consumer behavior, external factors affecting consumer behavior, culture, subculture, social class and family, internal factors affecting consumer behavior, consumer decision process, motivation, learning, belief, models related to consumer behavior will be emphasized.

The meaning and development of public relations; theoretical perspectives and theory development in communication; corporate identity; public relations as a strategic process; public relations sectors; ethical and legal issues in public relations; media specialization in public relations; the role of mass media in society; professional environment in public relations; public relations as a management function; public relations and crisis management; sponsorship and community relations in public relations; political lobbying activities; public relations and electronic communications; verbal communication and presentation in public relations; relations with action groups; coalition building; relations with trade unions and charities.

Understanding conflict and contradiction includes the causes of conflict and contradictions, conflict methods, negotiation process and techniques for carrying out this process effectively.

It includes definition and importance of crisis, types of crisis, formation process of crisis, causes of crisis, methods of detecting crisis in advance, and ensuring effective management of crisis.

To inform managers about current problems and challenges they need to deal with. Required management skills, corporate social responsibility, diversity, decision making and organizational learning, organizational transformations, individual, group and organizational design, preliminary topics in small business management: importance of a business plan, starting a new business, purchasing an existing business, interactive planning and types and forms of organizational change.

Development and importance of the service sector globally and locally; the concept of service and the main characteristics of services in comparison with products; analysis of customer/consumer behavior in services; comparison of key features of the most well-known services in terms of marketing and consumer behavior; relationship marketing in services; customer loyalty; handling customer complaints and correcting poor service; serve as a marketing component; pricing strategies in services; educating the customer/consumer through marketing communications and communications; service design and positioning; Establishing distribution channels and balancing demand in services; quality management in services; management of customer wait times and reservations; the impact of technology on services; the role and importance of personnel in services; organization of market leadership in services.

Informing about e-commerce applications, managing the e-commerce process, and the development of e-commerce will be discussed. Network economy and E-commerce, Stages, myths and facts in E-commerce, E-Business Models, Marketing in E-Commerce, Website and E-Service Quality, E-transformation, Customer Relationship Management and E-CRM, Ethics in E-commerce and social issues will be explained.

It is aimed to introduce concepts related to innovation management and to gain knowledge about developments related to innovation management in Turkey and in the world. It includes definition of innovation-related concepts and innovation environment, innovation sources and types, management of innovation, innovation process, innovation strategies, barriers to innovation, organizational structure and factors effective in innovation management, and knowledge leveraging.

Gaining theoretical and practical knowledge about sales management includes topics such as making an appointment, greeting, sales process, body language, persuasion techniques, negotiation techniques and closing sales. In addition to theoretical knowledge, video, case study and role playing techniques are used.