EÜT330

School of Architecture and Design \ Industrial Design

2

4

Compulsory

Turkish

-

Industrial Design Undergraduate Program

This course covers fundamental marketing concepts, analysis of marketing opportunities, marketing strategy, global marketing, consumer behavior, trend analysis in new product design, marketing decisions, brand management, advertising and public relations management, market research, marketing of high-tech and innovative products, and marketing methods for design firms and designers. Topics are supported by discussions during lectures and case studies from around the world.

Kotler, P., Armstrong, G., Harris, L.C., and He, H., 2020. Principles of Marketing, 8th European Edition. London: Pearson.

The aim of this course is to equip students with the ability to develop effective marketing strategies in the field of industrial design. Through key concepts such as marketing research, brand management, and consumer behavior, the course provides practical insights into how design-oriented products can be positioned in competitive markets. The course also aims to help students integrate marketing theory into the design process to generate innovative and sustainable solutions.

1. Can develop solutions by working together with experts from different disciplines in areas related to industrial design.
2. Can follow global design trends, communicate effectively in international environments, follow the contemporary professional practice, and develop and initiate new business ideas
3. Can produce sustainable solutions that serve social benefit, considering social, cultural, economic, and environmental factors in design.
4. Can express ideas effectively in written, verbal and visual forms and improve professional communication skills.

Week 1: Course introduction and overview
Week 2: What is marketing? Understanding marketing from a designer's perspective, market and customer needs, creating marketing strategy, marketing management
Week 3: Customer (perceived value, relationships, engagement, loyalty), the world of marketing, vision, mission, and goals, business portfolio (BCG Matrix)
Week 4: Assignment 1: Personal BCG Matrix, marketing strategy and planning, marketing mix, marketing analysis
Week 5: Assignment 2: Personal SWOT analysis, marketing environment, micro environment, macro environment
Week 6: Marketing knowledge, customer insights, managing and developing marketing knowledge, marketing research
Week 7: Consumer behavior model, factors affecting consumer behavior, buying decision process
Week 8: Assignment 3: Brand identity prism research, market segmentation, positioning strategies
Week 9: Research process reporting I
Week 10: Research process reporting II
Week 11: Research process reporting III
Week 12: Final report, end-of-term evaluation

• Assignment 1 10 %
• Assignment 2 10 %
• Assignment 3 15 %
• Final report 50 %