COURSE DESCRIPTIONS
PMY 501 Introduction to Business (3-0-3) (ECTS: 7.5)
The Introduction to Business course provides a comprehensive overview of business and the private enterprise system by introducing fundamental concepts and structures. It covers essential business functions such as accounting, finance, production, and human resources, as well as management and organizational processes, the current business environment, global dynamics, and the interaction between businesses and society. This course equips students with a foundational understanding of various aspects of business to prepare them for more advanced courses.
PMY 502 Marketing Research (3-0-3) (ECTS: 7.5)
The Marketing Research course offers an in-depth examination of the fundamental concepts, processes, and methods used in marketing research. It focuses on primary and secondary data sources, sampling methods, observation techniques, measurement and scaling systems, and field studies. Students also learn to analyze marketing data using statistical methods such as hypothesis testing, regression analysis, correlation, and ANOVA.
PMY 503 Microeconomics (3-0-3) (ECTS: 7.5)
The Microeconomics course analyzes individual consumer and producer behavior within the framework of economic theory. It examines price formation, production, costs, and resource allocation under competitive and various market structures.
PMY 504 Strategic Brand Management (3-0-3) (ECTS: 7.5)
This course emphasizes the growing importance of branding in today’s competitive and dynamic market environment. It explores the evolution and development of brand management within both practical and academic contexts, in line with contemporary marketing orientations. Topics include brand building and management, brand status, brand equity, brand identity and image, brand associations, positioning, and strategic brand management.
PMY 505 Introduction to Management (3-0-3) (ECTS: 7.5)
The Introduction to Management course aims to provide a holistic perspective on management by integrating knowledge gained from previous courses. Through real-world business cases, students develop skills in policy and strategy formulation, analysis, and problem-solving. The course also incorporates SWOT analyses to support strategic management applications.
PMY 506 Consumer Behavior (3-0-3) (ECTS: 7.5)
The Consumer Behavior course examines the historical development of the consumer concept and the sociological and psychological factors that influence decision-making processes. It explores the effects of attitude changes on purchasing behavior and evaluates the relationship between customer satisfaction and loyalty. The course provides a comprehensive perspective on strategies for maintaining long-term customer relationships.
PMY 507 Marketing Management and Strategies (3-0-3) (ECTS: 7.5)
This course provides a detailed overview of marketing fundamentals, strategic planning processes, and implementation areas. Topics include market segmentation, target market selection, positioning, product development, pricing, distribution, and promotion strategies, as well as global and digital marketing dynamics. Students gain the ability to make sustainable marketing decisions based on marketing research, consumer behavior, and ethical considerations.
PMY 508 Advertising and Marketing Communication (3-0-3) (ECTS: 7.5)
The course examines the role of advertising within the marketing mix and its impact on consumers. Topics include advertising planning and execution, advertising agencies, media strategies, communication methods and processes, creativity in advertising, and campaign development. The course concludes with an applied project focused on the adaptation of a global promotion strategy.
PMY 509 New Product Development (3-0-3) (ECTS: 7.5)
This course provides an in-depth exploration of new product concepts and strategies within the framework of creativity and innovation management. It focuses on practical new product development processes, innovation models, and the transformation of innovation into competitive advantage.
PMY 510 Global Marketing Strategies (3-0-3) (ECTS: 7.5)
This course addresses the fundamentals of international marketing from a global perspective. It analyzes the political, legal, and cultural environments influencing marketing activities and examines methods for conducting marketing research and market analysis in international contexts. Additionally, entry strategies into foreign markets, as well as product, pricing, distribution, and promotion policies, are evaluated globally to enable students to make strategic international marketing decisions.
PMY 511 Qualitative and Quantitative Research Techniques (3-0-3) (ECTS: 7.5)
This course provides a comprehensive overview of the fundamental principles of the scientific method and the different types of research used in marketing. It explores problem definition, data collection, and measurement processes in detail, emphasizing reliability and validity. Both qualitative and quantitative research approaches are examined comparatively, aiming to develop students’ skills in designing, conducting, and interpreting marketing research.
PMY 512 Distribution Management (3-0-3) (ECTS: 7.5)
This course examines the historical development of distribution channels and their strategic importance for firms. It explores the structure and functioning of distribution channels and physical distribution processes, focusing on the key challenges faced in channel creation and management. The course also discusses the role of market research and communication systems in channel management and evaluates management strategies used in international distribution channels and various types of global market structures.
PMY 513 Pricing Strategies (3-0-3) (ECTS: 7.5)
The Pricing Strategies course analyzes the objectives, strategies, and environmental factors that shape pricing decisions in businesses. It explores pricing approaches for new products and various types of pricing strategies in detail. The effects of consumer responses to pricing policies on strategic pricing decisions are also evaluated.
PMY 592 Project (Non-credit) (ECTS: 15)
The Project course is conducted in project format for non-thesis program students and involves an in-depth examination of a national or international strategic and contemporary topic under the supervision of a faculty member. Students conduct comprehensive research on their chosen topic, developing applied analyses and solution proposals. This course allows them to integrate theory with practice and strengthen their expertise in the field.