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PROGRAMS & COURSES \ CATALOG

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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 in the 2013-14 Academic Year or following years)
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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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
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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
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 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 in the 2013-14 Academic Year or following years)
General Requirements: