Programın Amacı
Programın amacı, öğrencilere satış ve pazarlama alanındaki son gelişmeleri ve yenilikleri kapsayan bilgileri aktarmak, pazarlama yönetimi fonksiyonlarını ele alarak bu alanda adaylara sorunları belirleme ve çözme yeteneğini kazandırmak ve bir bütün olarak işletmelerin içinde bulunduğu koşullara göre satış ve pazarlama stratejilerini üretmelerine imkan vermektir.
Bu doğrultuda programın içeriği, öğrencilere pazarlama kavramlarını tanımlama, pazarlama koşullarını analiz etme ve pazarlama yönetimi alanındaki tüm sorunları ortaya çıkarma ve çözme yöntemleri ile ilgili kuramsal ve uygulamaya yönelik bir alt yapı kazandıracak şekilde tasarlanmıştır.
Programdan başarı ile mezun olan öğrenciler işletmelerde Pazarlama yöneticiliği, Ürün yöneticiliği, Marka yöneticiliği, Satış yöneticiliği, Müşteri ilişkileri yöneticiliği, İthalat-İhracat yöneticiliği, Proje yöneticiliği, Koordinatörlük gibi değişik pozisyonlarda uzman olarak çalışabilme imkanlarına sahiptirler.
Ders Programı
SATIŞ VE PAZARLAMA YÜKSEK LİSANS PROGRAMI
1. YARIYIL
Pazarlama Yönetimi
Yönetim ve Organizasyon
İşletme Ekonomisi
Satış Yönetimi
2. YARIYIL
İnsan Kaynakları Yönetimi
İstatistiksel Analiz ve Karar Verme
Müşteri İlişkileri Yönetimi (CRM)
3. YARIYIL
Stratejik Yönetim
Seçmeli Ders I
Seçmeli Ders II
Tez / Bitirme Projesi
SEÇMELİ DERSLER
Pazarlama Araştırmaları
Hizmet Pazarlaması ve Yönetimi
Rekabet Yönetimi
Pazarlamada Karar Alma
Kültür Tüketim ve Pazarlama
Reklamcılık Stratejileri
Kavramsal Araştırma ve Müşteri
Kantitatif Pazarlama Modelleri
Ürün Geliştirme ve Dizayn
Teknoloji Pazarlama
Yerel ve Uluslararası Taşımacılık
Eğlence Kültürü ve Pazarlama
Medya Pazarlama ve Yeni Yöntemler
İlişkisel Pazarlama
Perakendecilik Yönetimi
Ders İçerikleri
I. YARIYIL
EMBA 511- Financial Accounting
Accounting in Action / The reporting Process / Adjusting the Accounts / Completion of the Accounting Cycle / Accounting for Merchandising Operations / Inventories / Accounting Principles / Internal Control and Cash / Receivables / Plant assets, Natural Resources and Intangibles / The statement of Cash Flows
EMBA 513- Marketing Management
Understanding Marketing management / Market oriented strategic planning / Consumer and business markets / Identifying market segments and positioning / Market information system / Developing New products and managing the product mix / Product and service decisions / Pricing and distribution / IMS- Promotional Strategy
EMBA 515- Management & Organization
Changing paradigms of management / External Environment / Internal Environments / Global Environments / Managerial ethics / Corporate Responsibility / Goal Setting / Organizational Planning Decision making / Information Technology and Decision making / Organization structure / Organization Change / Change Exercise / Human Resources Management/ Managing Diversity in Organizations / Organizational Behaviour / Leadership / Motivation / Organizational Communication / Teamwork in organizations / Total Quality Management/ Customer Satisfaction / Control Systems / Ineffective Performance
EMBA 517- Business Economics
Markets / Consumer Theory I : Budget Constraint, Preferences, Utility/ Consumer Theory II : Choice; demand and changes in Demand and in Environment / Consumer Theory III : Consumer's surplus. Individual and Market Demand / Consumer Theory IV : Intel-temporal Choice, Uncertainity and information / Theory of the Firm I : Technology, Producer's Problem: Profit Maximization- Cost Minimization/ Theory of the Firm II : Cost Curves, Firm Supply, Industry Supply / Imperfect Competition I: Monopoly, Monopolistic Competition / Imperfect Competition II : Oligopoly, Contesable Markets / Game Theory / General Equilibrium: Exchange Economy / Externalities and Property Rights, Public Goods.
II. YARIYIL
EMBA 521- Corporate Financial Management
Financial Statement and Financial Statement Analysis / Financial Planning and Financial Environment / Risk and Return / Time Value of Money / Valuation of Bonds / Valuation of Stocks / Cost of Capital / Capital Budgeting / Cash Flow Estimation and Risk Analysis / Capital Structure and Leverage
EMBA 523- Human Resources Management
General principles of human resources management (HRM), development over time / Functions and principles of HRM / HR planning in the organizations, employee need estimation for the companies / Recruiting employee / Employee selection, importance / Methods of employee selection / Personnel orientation / Training and development /Organizational socialization and career management / Job analysis, job design / Job evaluation, involved concepts and methods / Performance appraisal and systems / Base wage and salary systems - Pay structure decisions, wage policies.
EMBA 525- Statistical Analysis & Decision Making
Sets and Functions / Probability / Random Variables / Special Probability Distributions/ Joint Probability Distributions / Sampling Distributions Estimation / Hypothesis Testing / Simple linear regression / Method of least squares / Estimating variance / Matrix algebra / Variance-covariance matrix / Simple linear regression / Regression coefficients / ANOVA / Scheffe's and Dunn's Methods / ANOVA and GLM / Two-way ANOVA / Multiple regression models / Classification and regression trees
III. YARIYIL
EMBA 531- Strategic Management
The Content of Strategy / The process of Strategic Management / External Analysis / Internal Analysis / Operations-level strategy / Business-level strategy / Corporate -level strategy / International-level strategy / The Challenges of Change and Organizational learning / The Challenges of Change and Organizational learning / System Levers / Action Levers.
MUHASEBE VE DENETİM UZMANLIK ALANI
EMBA 535- International Accounting
International Accounting and International Business / Accounting Development in the Global economy / Comparative International Financial Accounting / International Financial Statement Analysis / International Transparency and Disclosure / International Business Combinations: Goodwill and Intangibles / Foreign Currency Transactions / International Auditing Issues
EMBA 537- Financial Reporting & Auditing
Professional Responsibility / Auditor's Legal Liability / Audit Evidence and Materiality / Audit programs and Audit Work Papers / Audit Risk Analysis / Internal Control Concepts - Internal Control / Assessment of Control Risk / Internal Control and EDP / Statistical Sampling for Testing Control Procedures Statistical Sampling for Substantive Testing / Substantive Audit Testing: Revenue Cycle / Substantive Audit Testing: Expenditure Cycle / Substantive Audit Testing: Financing and Investing Cycle and Completing the Audit Field Work / Audit Reports
EMBA 539- Accounting Information Systems
Intellegent Systems and Knowledge Management / Documenting Information Systems / Database Management Systems / Relational Databases and SQL / Electronic Business / Controlling Information Systems: Introduction to Internal Control / Controlling Information Systems: IT processes / Controlling Information Systems: Application Controls / The Billing, Accounts Receivables, Cash Receipts Process / Purchases, Accounts Payable, Cash Disbursement Process / Integrated Production Process / The General Ledger and Business Reporting
EMBA 541- Financial Markets & Institutions
Determinants of interest rates, security valuation / Money markets and bond markets / Mortgage markets and stock markets / Foreign exchange markets / Derivative securities markets / Commercial banks and thrift institutions / Financial statement analysis of banks / Insurance companies, securities firms / Finance companies, mutual funds / Risks of financial institutions / Credit, liquidity and interest risks / Managing risk with derivative securities
EMBA 543- Bank Accounting & Reporting
Banking and Banking Accounting / Current Assets / Credits /Deposits / Equity / Interest Revenue / Interest Expense / Non-Interest Revenue / Non-Interest Expense / Foreign Exchange Accounting / Year-End Transactions / Daily-Weekly Monetary Position / Trial Balance / Balance Sheet and Income Statement / Financial Statement Analysisi for Banks
EMBA 545- Financial Forecasting
Data considerations and model selection / Moving averages and exponential smoothing / Regression models / Time series decomposition / Progress reports presentations / ARIMA(p,d,q) Box-Jenkins Models / Multiple time series models-VAR / Combining forecast results
BANKACILIK UZMANLIK ALANI
EMBA 541- Financial Markets & Institutions
Determinants of interest rates, security valuation / Money markets and bond markets / Mortgage markets and stock markets / Foreign exchange markets / Derivative securities markets / Commercial banks and thrift institutions / Financial statement analysis of banks / Insurance companies, securities firms / Finance companies, mutual funds / Risks of financial institutions / Credit, liquidity and interest risks / Managing risk with derivative securities
EMBA 543- Bank Accounting & Reporting
Banking and Banking Accounting / Current Assets / Credits /Deposits / Equity / Interest Revenue / Interest Expense / Non-Interest Revenue / Non-Interest Expense / Foreign Exchange Accounting / Year-End Transactions / Daily-Weekly Monetary Position / Trial Balance / Balance Sheet and Income Statement / Financial Statement Analysisi for Banks
EMBA 545- Financial Forecasting
Data considerations and model selection / Moving averages and exponential smoothing / Regression models / Time series decomposition / Progress reports presentations / ARIMA(p,d,q) Box-Jenkins Models / Multiple time series models-VAR / Combining forecast results
EMBA 547- Banking Risk Management
The Need for Risk Management / The New Regulatory and Corporate Environment / Structuring and Managing Risk Management Function in A Bank / The New BIS Capital Requirements for Financial Risks / Measuring Market Risk: VaR Approach / Credit Rating Systems / Hedging Credit Risk / Managing Operational Risk / Risk Management in The Future
EMBA 549- Banking Operations & Services
Canons Of Lending / Personal Borrowers / Other Borrowers / General Principles of Security / Review and Control Of Accounts / Interpretation of Financial Statements / Nostro And Vostro Accounts / Remittance And Receipt Of Funds / Rates of Exchange / Financing International Trade For Exporters and Importers
EMBA 551- Portfolio Management
Investments: Background and Issues / Financial Markets and Instruments / How securities are traded Investors and the investment process / Risk and Return: Past and Prologue / Efficient Diversification / Capital Asset Pricing and Arbitrage Pricing Theory / Bond Prices and yields / Equity Valuation / Options / Futures
FINANS UZMANLIK ALANI
EMBA 541- Financial Markets & Institutions
Determinants of interest rates, security valuation / Money markets and bond markets / Mortgage markets and stock markets / Foreign exchange markets / Derivative securities markets / Commercial banks and thrift institutions / Financial statement analysis of banks / Insurance companies, securities firms / Finance companies, mutual funds / Risks of financial institutions / Credit, liquidity and interest risks / Managing risk with derivative securities
EMBA 545- Financial Forecasting
Data considerations and model selection / Moving averages and exponential smoothing / Regression models / Time series decomposition / Progress reports presentations / ARIMA(p,d,q) Box-Jenkins Models / Multiple time series models-VAR / Combining forecast results
EMBA 551- Portfolio Management
Investments: Background and Issues / Financial Markets and Instruments / How securities are traded Investors and the investment process / Risk and Return: Past and Prologue / Efficient Diversification / Capital Asset Pricing and Arbitrage Pricing Theory / Bond Prices and yields / Equity Valuation / Options / Futures
EMBA 553- International Financial Management
Multinational financial management / Foreign exchange markets / Currency futures and options / Parity conditions and international trade / Managing accounting exposure / Measuring and managing economic exposure / Financing foreign trade/ current asset management and short-term financing
EMBA 555- Financial Derivatives
Futures Markets / Risk Management with Futures Contracts / Options / Risk Management with Options Contracts / Swaps Markets / Risk Management with Swaps / Financial Engineering and Structured Products
EMBA 557- Project Evaluation & Financing
The Rationale for Project Evaluation and Financing / Analysis of Project Viability / Security Arrangements / Legal Structure / Preparing the Financing Plan / Payback Period/ Discounted Payback Period / Determining Cash Flows of The Project / Discounted Cash Flow Analysis / Financial Modelling and Project Evaluation / Sources of Funds
EMBA 559- International Corporate Finance
International Financial Markets / Foreign Exchange Eurocurrencies, and Currency Risk Management / The International Parity Conditions / Currency Futures and Futures Markets / Currency Options and Options Markets/ Currency Swaps and Swaps Markets / Managıng The Risks of Multinational Operations / Multinational Treasury Management / Cross-Border Capital Budgeting / Multinational Capital Structure and Cost of Capital / Taxes and Multinational Corporate Strategy / Real Options and Cross-Border Investment Decisions / Corporate Governance and the International Market for Corporate Control / International Portfolio Diversification / International Asset Pricing / Managing an International Investment Portfolio.
EMBA 561- Mergers, Acquisitions & Restructuring
Getting Started in Mergers and Acquisitions / Planning and Finding / Valuation and Pricing / Financing and Refinancing / Pension, Labor and Compensation Concerns / Negotiating the Letter of Intent and the Acquisition Aggrement / Closing / Post merger Integration / Workouts and Bankruptcies / Special Issues in M & A in Public Companies / M & A in Family Businesses, Partnerships, Franchises and Non-profits / Beyond M & A : Spin-offs and Strategic Alliances
PAZARLAMA UZMANLIK ALANI
EMBA 563- Global Marketing Management
Global Economic Environment/ Global Trade Environment / Social and Cultural Environment / Global Information Systems and Market Research / Product and Brand Decisions / Pricing Decisions / Global Marketing Channels and Physical Distribution / Global Marketing Communications Decision / Leading, Organising and Controlling the Global Marketing Effort
EMBA 565- Sales Management
Creating The Sales Force / Strategy and The Firm / Sales Forecasting and Sales Planning / Motivating Salespeople / Performance Evaluation / Sales Force Automation /
EMBA 567- Marketing Research
The role of marketing research / types and functions / Marketing Research Process / Secondary Research and Qualitative Research Techniques / Data collection: Survey and Observation / Measurement of variables / Sampling Methods and Data Analysis / Data Analysis: Univariate Data Analysis / Data Analysis: Multivariate Data Analysis / Multivariate Data Analysis and The Research Report
EMBA 569- Customer Relationship
Defining CRM / CRM in Marketing / CRM and Customer Service / Sales Force Automation / CRM in E-Business / Analytical CRM / Planning a CRM Program / Selecting a CRM Tool / Managing a CRM Project / CRM Future
EMBA 571- Integrated Communications Management
History of Integrated Marketing Communications / How Marketing Communications Work ? / The Basics of Developing an Integrated Marketing Program / Planning the Directions of The Communications Program / Capturing The Imagination / Compensation / Measuring Integrated Marketing Communications / Measuring Consumer Responses / Barriers to Integration
EMBA 593- Consumer Behaviour
Introduction to Consumer Behavior, Consumer Research, Market Segmentation, Motivation, Personality, Perception, Learning, Attitude Formation & Change, Communication, Reference Groups & Family Influence, Social Class, Culture, Subcultures, Cross-Cultural Consumer Behavior, Consumer Decision Making Process.
YÖNETİM UZMANLIK ALANI
EMBA 573- Management of Operations & Information Technology
The New Role of Information Systems and New Opportunities / The Strategic Role of Information Systems / The Effects of Information Systems on Quality / Technical Foundations of Information Systems / Telecommunications and Networks / The Internet: Electronic Commerce and Electronic Business / Building Information Systems / Approaches to System- Building / Management and Organization Support Systems / Data Base Management Systems / Data Warehouse - Data Mining
EMBA 575- Organizational Change & Development
The Need for Change / Individual Change Management / Organizational Change Management / Change Competency.
EMBA 577- Organizational Behaviour & Management Skills
Understanding Human as the central concept of Organizing / Senses and Perception / Attitudes and Learning / Personality and Behavior in Organizational Context / Motivation Theories / Groups and Group / Processes in Organizations / Organizational Conflicts / Organizational Socialization / Leadership and Management / Organizational Commitment and Satisfaction / Culture in Organizational Context / Organizational Development and Change / Social Responsibility and Ethics
EMBA 579- Corporate Governance
Evolution of the Corporate Structure / The Purpose of a Corporation / Shareholders / Management: Performance / International Governance / Corporations in Crises
EMBA 581- Business Ethics
Ethical Issues in Business / Applying Moral Philosophies to Business Ethics / Social Resposibility / A Framework for Understanding Ethical Decision Making in Business / Organizational Culture and Ethical Decision Making / Development of an Effective Ethics Program / Business Ethics in a Global Economy / Business Ethics and Organizational Performance.
İŞ HUKUKU UZMANLIK ALANI
EMBA 583- Business Law
Business Law and contracts / Sources of Law / Labour contracts, rights and obligations / Labour contracts, rights and obligations / Concluding labour contracts / Lease contracts and financial leasing / Lease contracts and financial leasing / Commercial business and trader / Unfair competition / Types of Legal Instruments / Bill of exchange
EMBA 585- Capital Markets Law
Kollektif ve Komandit Şirketler / Limited Şirketler / Anonim Şirketler - Giriş ve Temel Özellikler / Anonim Şirketlerin Organizasyonu / Holdingler ve Şirket Birleşmeleri / Sermaye Piyasası Kanunu : Amacı, Konusu, Kapsamı / Sermaye Piyasası Hukukunun Temel kavramları / Sermaye Piyasası Araçları / Sermaye Piyasası Faaliyetleri
EMBA 587- EU & Competition Law
The Objectives of Competition Law / US Antitrust Law - EU Competition Law comparison/ Relevant market / Agreements, decisions and concerted practices restricting competition / Vertical agreements, horizontal agreements / Dominant position and abuse of dominant position / Mergers and acquisitions
EMBA 589- Intellectual Property Law
Common features of IP rights / Copyright; Scope, authorship, authorship rights, neighboring rights / Trademarks; Conditions for registration, scope of trademark protection / Patents and utility models; Conditions of patentability, scope of patent right, utility models / Industrial designs; Conditions for registration, scope of design rights / Other forms of intellectual property
EMBA 591- International Business Law
Kurumsal Yapı / Dünya Ticaret Örgütü / Gümrükler, Tarifeler / Damping, Anti-damping, Sübvansiyonlar / Uluslararası Ticari Sözleşmeler / Milletlerarası Mal Satım Sözleşmeleri / Akreditif İşlemleri / Yabancı Yatırımlar / Teknoloji Transferi / Uyuşmazlık Çözüm Yolları; Tahkim, Alternatif Çözüm Yolları
TURIZM UZMANLIK ALANI
EMBA 595- Tourism Management with Concepts and Policy
Basic concepts relating to tourism (including definition and growth of leisure, recreation and tourism), statistical and data sources for tourism studies, the historical development of the tourism industry (resort development, tour operations, emergence of mass tourism, contribution to quality of life, transportation), components of tourism industry (review of attractions, accommodation, transport, tour operators, tourism products, marketing, public and voluntary sector involvements), domestic tourism (growth and recent trends, the major markets, destinations and origins), international tourism (the development of international travel and inclusive tour market, recent trends, major markets, destinations and origins), tourism in Turkey (its development, actors, concepts and alternative policies).
EMBA 597- Tourism Marketing
Analysis of tourism service systems and marketing concept in travel and tourism, understanding the marketing mix in travel and tourism, marketing strategies and application of principal marketing tools in travel and tourism. Tourism marketing in local, national, international and global contexts. Tourism marketing in Turkey. Comparisons.
EMBA 599- E-Tourism
Overview of current computer hardware systems, operating system, software components, current paradigms/design paradigms, networks, hardware technologies and protocols, the internet, its evolution, current structure and trends, databases, management tools, web based integration of information systems, office software environments, personel information management. GDS past to today, reservation systems, hotel administration systems and reservation, yield management, yield management and reservation applications, e-tourism and developments, web optimization and search engines, e-tourism and future
EMBA 590- Tourist Behaviour & Market Research in Tourism Studies
Identifying the tourist, changing patterns of consumption and demand, tourist motivation and decision-making, image-making: illusions, myths and places, tourist behavior, tourism behavior in different environments, host and guest encounters, monitoring and managing tourist behavior. Role and development of the marketing research function, methodologies of marketing research, distinction between primary and secondary data, sources and data collection methods, sampling, qualitative research, test marketing, industrial market research, market research for services, overseas market research
EMBA 592- Management in Tourism Sectors
In hospitality industry, general hotel management and marketing, food-beverages management, kitchen, restaurant and catering operations, front office, reservations/ concierges, housekeeping operations, engineering and security sections, hospitality marketing, sales, pricing, distribution channels and financial issues, human resources departments. Introduction and evolution of the business of tour operations, structure of inclusive holiday industry, analysis of the industry and service quality issues, creating and operating tours, tour operator's products, marketing and distributing tours, regulations related to the industry, tour operating environment.
ULUSLARARASI LOJİSTİK VE TİCARET UZMANLIK ALANI
EMBA 580- Transportation and Logistics Management
History of logistics, logistics and risk, logistics aggrements, classification of logistics services, transportation aggrements, transportation documents.
EMBA 582- International Logistics
Logistics in different parts of the world, Ocean ships and shipping, international air transportation, seaports, airports and tunnels, International logistics functions and intermediaries, documentation and insurance,
EMBA 584- Supply Chain Management
Business chain and supply chain transactions, logistics operations, supply chain strategies in logistics, value added services, packaging.
EMBA 586- Export-Import Management
Types of export and import, transit trade, insurance
EMBA 588- Customs and Trade
Customs declaration, certificate of origin, custom transactions, flowcharts, appr