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Graduate School of Business

Course Descriptions

BUS5074- e- Business and Internet Marketing

This course focuses on different dimensions of business on Internet. The students will get an overview about organizational transformations of e-Business, knowledge management, and legal & ethical issues of Internet. The main objective of this course is to develop understanding for new ways of product development, pricing methods, establishing new distribution channels and promotion possibilitiesThe main topics are as follows: introduction to e-Business; e-Business models, e-Business strategy formulation; organisational transformation for e-Business, B2B transactions, knowledge management; on-line services; on-line retailing; security, legal and ethical Issues; E-Business technological infrastructure; generating an E-Business idea and creating a successful e-Commerce web site; internet marketing, mixing offline and online marketing communication; on-line advertising amd P.R; search engine advertising; cases for e-business and internet marketing in Turkey.

BUS5100 -Contemporary Management
Developing an understanding of the roles, responsibilities, and skills required of individuals (managers and non-managers) in today’s changing organizations by analyzing the characteristics of successful managers and organizations. Creating an awareness of the environmental conditions and pressures facing today’s managers and organizations. Management, the environment of management, managing decision making and planning, managing organizational architecture, managing individuals and groups.

BUS5102- Human Resources Management
Theoretical developments in organizational learning and human resources development; designing training programs for human resource development in various settings; developing policies and procedures for training in organizational perspective; methods for conducting needs assessment, defining training objectives, determining and organizing content, formulating evaluation strategies.

BUS5103- Strategic Management
Examining how organizations (both for-profit companies and non-profit agencies) gain sustainable competitive advantages. Integrating knowledge and skills gained from studies in the functional areas of business. Applying a general management point of view? decisions and strategies with reference to the total enterprise. Coverage of the elements of the strategic management process; analyzing industry structure and environmental trends to assess industry potential; assessing a firm?s resources for their potential to generate a competitive advantage; introduction to the internet economy.

BUS5106- Emotional Intelligence
The most effective leaders are alike in one crucial way; they all have a high degree of emotional intelligence. This course studies: How emotional intelligence operates at work; the relationship between emotional intelligence and effective performance in leaders; how emotional intelligence shows itself on the job; how can you tell if someone has high emotional intelligence; can emotional intelligence be learned? The course aims to develop leadership skills through developing EI.

BUS5164- International Business
The main topics of this course are International background of business; comparative cultural, political, legal and economic environments in business world; theories of trade; foreign investment; government influence on trade; international cooperations and agreements; global foreign exchange and capital markets; international business strategy; export-import strategies; marketing etc.

BUS5196- New Venture Creation
The main topics of this course are identifying mindset of the enterpreneur and personal strategy; entrepreneurial process; creating knowledge, skills and awareness for seizing the opportunity; screening the venture opportunities; creating a business plan and business models; team-building; venture resources; venture financing; valuation etc.

BUS5201- Marketing Management
Introduction of marketing as the principal mechanism for the provision of choice in free markets and consideration of the core philosophy of marketing and the foundations for marketing management. Evaluating the fundamental marketing precepts; the application of marketing concepts, and elements of marketing management. The opportunity for students to assimilate, synthesize and apply key marketing concepts and techniques. Practice of marketing in an organizational context. Coverage of the following issues: the role of marketing -marketing as a social and managerial system for the provision of choice, a mechanism of exchange and a means of constructing cultural meaning; marketing philosophies- the evolution of marketing as an academic discipline and its development and application within different organizational forms; the customer-marketing interface – the decision-making process; influence of societal factors, personal factors and marketing interventions on customer behavior; core notions within marketing – branding, the role of segmentation, targeting and positioning, the marketing mix and its elements.

BUS5291- Services Marketing
This course focuses on the differences between product and services marketing and analyses as to how 4 P?s of Marketing have been extended to 8 P?s. Service Marketing mix adds 3 more P’s, i.e. people, physical environment, process service and follow-through are keys to a successful venture. The major difference in the education of services marketing versus regular marketing is that instead of the traditional “4 P’s,” Product, Price, Place, Promotion, there are three additional “P’s” consisting of People, Physical evidence, and Process. Service marketing also includes the servicescape referring to but not limited to the aesthetic appearance of the business from the outside, the inside, and the general appearance of the employees themselves. Service Marketing has been relatively gaining ground in the overall spectrum of educational marketing as developed economies move farther away from industrial importance to service oriented economies.

BUS5301- Research Methods
Learning the research process where students learn how to formulate a research question and define a research problem, decide upon a research design, how to assess data collection methods, define a sampling frame, determine types of data analyses, interpret data appropriately, and prepare a research report. Further, an understanding of the importance of research in the development of communication strategies. An examination of specific methods used for communication research. Different sections focusing on different methods, including focus groups and in-depth interviewing, polling and content analysis, survey research, and online research.

BUS5410- Finance
The course is concerned with the concepts and techniques employed in competing for capital in the global marketplace, and managing the firm in a manner which preserves its competitiveness as a repository for capital. Since this is a core course designed for all MBA students, it develops financial concepts that form the essential background for managers from all disciplines who make decisions for firms that draw capital from public markets either directly through securities or indirectly through financial intermediaries. The role of the financial markets in accomplishing an optimal allocation of economic resources is a central issue. Students should finish the course with a much improved understanding of the management/investor relationship, reflected in financial transactions such as hostile takeovers, leveraged buyouts, spinoffs, public offerings, and so on.

BUS5420- Accounting
The aim of this course is to give general information about the basic concepts of accounting, to analyse regulation and interpretation of the basic financial statements, and to discuss current accounting topics. The main topics of the course are basic concepts of accounting, accounting practices, financial statements and accounting standards.

BUS5612- Operations Management
Through models, exploring how the operations function plays a vital role in achieving a company’s strategic plans and is a major determinant of a company’s financial performance. Forecasting, design, inventory management, facilities planning, location, and supply chain issues.

ECON5001- Managerial Economics
Main focus on business decisions, making extensive use of cases. Basic supply-demand theory and marginal analysis, the structure of decision problems, the impact of the market setting (i.e., competitive, oligopolistic or monopolistic structures) and strategic interactions among firms using game theory. Use of economic reasoning to solve actual business decision problems.

MAR5402- Globalization and Business Strategy
This course provides an advanced coverage of the development and transformation of business enterprise within the global economy, by focusing on the business strategy and dynamics of institutional and organizational change resulted from today’s globalization process. This includes the effect of structural, institutional, and organizational change upon the strategy of the business enterprises for survival and success in the contemporary hyper-competitive, technology-driven, fast-paced, uncertain environment

MAR5100- Innovation Management
Innovation Management focuses on the process of designing innovative new information-based services, including problem definition, research, design, development, and execution. Concepts include blueprinting, ideation, blue ocean strategy, branding, observation and interview, personas, storyboards, customer journey, stage-gate process and project portfolio management.

MAR5204- Advertising Management
The primary objective of this course is to provide students with an opportunity to analyze, design, and evaluate various advertising decisions. The course focuses on the concepts, theory, models, and findings from marketing, marketing research, communication research, and management science that are relevant to the design and evaluation of advertising. The specific topics covered in this course include advertising as a communications process, research for advertising strategy development, determining the advertising budget, media strategy, media selection models, evaluating advertising effectiveness, and evaluating the advertising campaign.

MAR5202- Marketing Public Relations Management
An important part of any product or service branding effort, MPR uniquely employs public relations strategies and tactics to attain corporate or organizational marketing and sales objectives. This course will demonstrate how public relations can both lead and contribute to effective integrated marketing programs. Student teams prepare and present complete integrated MPR plans for either a corporate or a global not-for-profit business-related foundation client.

MAR5102- Value Chain Management
The course’s objective is to make students recognize strategic challenges and opportunities for managing value chains, teach students to use several basic analytical tools to assess performance trade offs and support decision making, become familiar with several value chain strategies that have been adopted by leading companies.

MAR5206- Marketing Communications Management
An analysis of marketing communications from business, social, economic, and political perspectives, this course provides an in-depth discussion of advertising and promotion as key tools in marketing new and established products. It examines advertising planning and management, research, creative development, media selection, direct response, and advertising agencies. Emphasis is on new media technologies and the growing use of alternative media in communicating with selected publics.

MAR5201- Crisis Communications
Crisis management is one of the most visible responsibilities of the corporate communications and PR profession. This course approaches the subject as a strategic opportunity to develop an integrated point of view to protect the reputation, brand and survival of an organization. Based on an initial demonstration by faculty of a strategic approach to crisis planning, analysis and evaluation, students will present both current crisis cases and also historical crises.

MAR5702- Building Powerful Brands
This course teaches students the strategic significance of the role of brands in creating shareholder value. Lectures, cases, discussions, exercises and projects are used to develop the core principles related to branding; understanding of how to develop a brand positioning, managing total brand experience, how to manage the brand relevancy over time, familiarity with the methodologies to evaluate brand equity, how to achieve growth through brand extension brand design and brand messaging.

MAR5801- Theory of Consumer Behavior
This course is designed to introduce and familiarize students with the basic concepts and procedures for investigating consumers’ and industrial users’ buying habits, pre-purchase decision processes, and post-purchase evaluation processes. Emphasis will be on assessing the importance of various factors within the market environment and their influences on the assessment of individuals and groups attitudinal and behavior outcomes in different market situations as well as in developing workable managerial strategies.

BUS5110- Organizational Behaviour
Organizational Behavior studies are one of the business fields which investigate the act of individuals and groups in an organization. The aim of that course in our programme is to show relationships among individuals, people, groups, and systems which affect organization’s effectiveness.

BUS5999- Project
Culminating in an individual piece of research in which learning on the program is applied to an appropriate topic of interest/specialization, under the guidance of a supervisor.It has to be writtten in accordance with the University Thesis/Project Writing Manual.