EÜT330

School of Architecture and Design \ Industrial Design

2

4

Compulsory

English

-

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. Understand the basic marketing principles and theories in industrial design and grasp their applications.
2. Conduct market research to identify target markets, consumer needs, and trends.
3. Develop effective branding strategies to differentiate industrial design products.
4. Apply product positioning techniques to gain a competitive advantage.
5. Design and implement promotional campaigns to communicate design concepts effectively.
6. Understand the ethical and social implications of marketing in the industrial design sector.

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