Master of Science in Marketing

Fall Semester

MIM 801 - Marketing Management - 3 Credit
Marketing Management Course objectives are 1) Familiarizing participants with marketing concepts and methods used in processes that integrate innovative and productive capabilities of a firm into its products and services in light of its customers' needs, market challenges, and company objectives; 2) Developing skills to apply these concepts and methods in market analysis, marketing strategy development and implementation design through developing a complete marketing plan in a real market environment.

Instructor: Zeynep Aydın Gökgöz

MIM 810 - Data Insights for Marketing - 3 Credit
This course examines data collection, data processing, and data analysis techniques to reach the accurate marketing insights. The course aims to equip students with the necessary knowledge and skills to determine market research questions and to choose appropriate research techniques for these questions. In addition, how to reach the right insight by using analytical methods will be discussed, different analytical methods will be exemplified and practiced.
Instructor: Vahid Karimi Motahhar

MIM 825 - Consumer Behavior - 3 Credit
In this course, the fundamentals of consumer behavior, which are decisive in the marketing and sales of consumer products and services, will be explained with theoretical models and practical examples. Focusing on the answers to the questions of who, what, when, how, where and why behind the consumers' product and service evaluation, selection, purchase and use decisions, the behavior patterns and reasons of the target audiences of the brands will be covered with examples. In this course, the effects of digital platforms and social networks, which are increasingly used by brands and consumers, on consumer behavior will be discussed.

Instructor: İpek Nibat Caryol

Spring Semester 

MIM 804 - Digital Marketing Strategy - 3 Credit
This course focuses on how brands can reach consumer networks, build strong customer relationships and influence the digital pathway to purchase. Applying a digital marketing strategy in five steps, the course aims to provide practical examples on how products, ideas and behaviors spread and become popular. Digital advertising mix channels will be introduced and its principles will be covered. Finally, measurement and monitoring of digital marketing activities and agile marketing elements and their effects will be discussed.

Instructor: Ezgi Akpınar Uysal

MIM 806 - Omni-channel Management - 3 Credit
This course focuses on the design and management of marketing channels through which products and services are moved from their point of origin to their point of consumption. It also provides an in-depth look at today's increasingly complex channel management systems, where digital and traditional channels are integrated to offer a seamless experience for the consumer. In addition, the competition and cooperation dynamics between manufacturers, retailers, and other intermediaries are discussed.

Instructor: Barış Erman Depecik

MIM 808 - Advertising and Promotion - 3 Credit 
This course aims to give a perspective about the fundamental aspects of integrated marketing communications management. Topics include offline and digital advertising, sales promotion techniques, public relations, point-of-purchase communication, interactive marketing and personal marketing. How the synergy between offline and digital communication channels should be handled in the marketing ecosystem will be discussed through cases.

Instructor: Ezgi Özgen

MIM 809 - Branding and  Product Development - 3 Credit 
Brands are among the most valuable intangible assets of companies, providing an enduring competitive advantage. However, the contemporary landscape of brand building and management has grown increasingly complex due to the empowerment of consumers through digitalization and social media. Today, consumers can offer highly visible, real-time feedback on social media, which can significantly impact a brand’s value. Simultaneously, competition has intensified as the global market has become more accessible. To navigate these challenges, branding and product management must be more customer-centric, agile, and responsive. This course provides a comprehensive understanding of the principles, strategies, and techniques essential for creating and sustaining strong products and brands in this fast-paced digital world.

Instructor: Zeynep Karagür

MIM 811 - Marketing Analytics - 3 Credit
This course is designed to provide students with applied knowledge on the use of analytical tools and methodologies for marketing decision-making. The course also aims to improve analytical skills and knowledge of the students. Finally, the course will discuss how to integrate big data processing, machine learning, artificial intelligence, and algorithms into marketing processes.

Instructor: Vahid Karimi Motahhar

MIM 857 - Pricing and Revenue Management - 3 Credit
Pricing is one of the most powerful levers a company can use to affect revenues and profits. It is also the least understood. Revenue management (RM) is the art and science of price-driven profit optimization. The objectives of this course are to teach how to identify opportunities for dynamic pricing and revenue management, and diagnose profitable applicability for a specific business or industry; tactical tools and frameworks for implementing RM principles; providing decision support in various industries; and examples of current RM practices in various industries.

Instructor: Cenk Koçaş

MIM 899 Graduation Project - 0 Credit
The program requires the conduct and completion of a project. The project topic and content is based on the interest and background of the student. It is to be approved by the faculty member serving as the project supervisor. At the completion of the project, the student is required to submit a final report. The report is to be approved by the project supervisor.

The elective courses below are provided to give an idea about the courses offered in the Elective Course Pool. The courses to be offered during the academic year will be determined by the Institute and may vary each year.

MIM 805 Retail Management - 1.5 Credit
The objective of this course is to introduce the broad spectrum of retailing and examine key strategic issues of retailing. Within this scope, critical critical success factors in retailing will be discussed with a strategic perspective along with financial considerations and store management issues. Main topics to be covered will be retailing strategy, merchandise management and store management.

MIM 807 Sales Management - 1.5 Credit
Sales Management The goal of the Sales Management course is to examine the elements of an effective sales force as a key component of the organization's total marketing effort. The course will extend student’s understanding of marketing's reach and potential impact in achieving its overarching goals. Course objectives include understanding the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating and retaining sales people.

MIM 819 Trade & B2B Marketing - 1.5 Credit
Although the majority of the market is B2B marketing discipline is basically interested in B2C. B2B marketing focuses on fewer customers, sells with bigger lots & has a longer sales cycle. We will focus on characteristics & methods of B2B marketing. Working with sectors & verticals, adopting a UBP approach rather than a USP approach, relationship marketing are basic differences that will be discussed. Since auctions are won or lost at auction requirements preparation stage, a longer view will be explained for the marketing process. We will discuss Trade marketing which will mainly focus on selling to Retailer channels.

MIM 823 International Marketing - 1.5 Credit
International Marketing This course aims to familiarize graduate students with the principles and complexities of developing and executing marketing strategies in the global business environment. It is a problem-solving- oriented course designed for Master in Marketing students who expect to undertake challenging marketing assignments. In a nutshell, the objective of the course is to present a systematic application of strategic marketing in the global environment. The focus of the course is on the formulation of comprehensive marketing strategies. While the course focuses on North American, Japanese and European multinationals competing in global industries, it also pays special attention to globalizing emerging economy firms. The course is designed for students to develop a critical appreciation of the forces, both external and internal, that are increasingly shaping the marketing function in the global economy in order to recognize, analyze, and evaluate marketing problems encountered in global business operations.

MIM 860 Applications in Digital Marketing - 1.5 Credit
Within the scope of this course; Management of digital marketing channels (purchasing and implementation), measurement of effectiveness and reporting will be discussed in practice. Paid media purchasing and optimization will be explained over environments such as search engines, digital advertising channels (programmatic) and social media networks. In addition, effective techniques on design thinking processes and user experience design will be discussed. The content will be covered with cases and applications.

MIM 861 Mobile Marketing and Mobile Applications - 1.5 Credit
Growing smartphone penetration combined with advances in wireless technology has created a new channel with unique features for marketers. These features include accessibility at any place, any time, customization to a granular level, location and time sensitivity and availability of the back-response option with the ability to generate high response rates. In addition, the limited screen size of mobile phones and the short attention span of mobile consumers have prompted companies to shift their business strategy from 'desktop first' to 'mobile first'. This course discusses this new channel and its unique features along with the changing business strategies and consumer behavior due to this channel.

MIM 862 Marketing in Entertainment, Fashion, and Art - 1.5 Credit
This course focuses on marketing decisions in the entertainment, fashion, sports and arts industries. By means of in-depth case studies, it addresses a variety of marketing topics including sponsorships, offering digital content to consumers, creating branded content, and marketing of fashion, artistic, and creative products. In addition it discusses the effects of technology and digitalization in these industries.

MIM 863 Corporate Social Responsibility - 1.5 Credit
This course aims to provide students about the evolution of the concept of corporate social responsibility (CSR), the international diversity in the philosophy of CSR, current marketing approaches about the impact and possible future aspects of CSR. It analyzes the motivations and effectiveness of CSR in the field of marketing and reviews perspectives on the relationship of CSR with the current social and economic issues. In this course, sustainable practices of CSR principles are discussed through cases.