Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3İŞL013Product and Pricing Management2+0+02313.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Civil Aviatıon Management
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to enable students to learn the fundamental concepts, methods, and strategies regarding product and pricing management; to analyze product-related decisions such as product lines, product mixes, product portfolios, branding, new product development, and product life cycles; and to evaluate pricing objectives as well as the cost, demand, competitive, consumer, and environmental factors that influence pricing decisions. The course also aims to enable students to apply pricing methods based on cost, demand, competition, and perceived value; to evaluate pricing strategies such as new product, product mix, psychological, promotional, and dynamic pricing; and to develop product and pricing decisions within a holistic marketing management framework.
Course Content Concepts of product and product management; the role of the product manager; product levels and classifications; product line and product mix decisions; product portfolio management; product positioning strategies; branding, packaging, labeling, and product support services; innovation and the new product development process; the product life cycle and associated marketing strategies; evaluation of product performance; product line extension, renewal, and product withdrawal; the concept of price and the strategic importance of pricing; pricing objectives; factors influencing pricing decisions (cost, demand, competition, consumer, and environmental); price elasticity; break-even analysis; cost-, demand-, competition-, and perceived-value-based pricing; new product pricing strategies; product mix pricing; differentiated, psychological, and promotional pricing; dynamic and digital pricing; price changes, consumer reactions, and ethical pricing.
Course Methods and Techniques Lecture
Discussion
Case study / case analysis
Individual/group work
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr. Sinem Küçükyılmaz https://profil.hku.edu.tr/akademik/sinem-kucukyilmaz/ sinem.kucukyilmaz@hku.edu.tr
Assistants None
Work Placement(s) Yes

Recommended or Required Reading
Resources Pingali, S., Prakash, S., Pedada, K. & Korem, J. R. (2025). Product Management in the Digital Era: Theory and Practice. Routledge. ISBN: 978-1-032-89822-3.
Kahn, K. B. & Mohan, M. (2021). Innovation and New Product Planning. Routledge. ISBN: 978-0-367-68524-9.
Başak Yiğit, B. (2024). Pricing Strategies [in Turkish]. In Ö. S. Aykaç & A. Yılmaz (Eds.), Marketing and Retailing: Transformations of the Digital Age [in Turkish]. Özgür Yayınları. DOI: 10.58830/ozgur.pub621.c2679.
Nagle, T. T., Müller, G. & Gruyaert, E. (2023). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (7th ed.). Routledge. ISBN: 978-1-032-01682-5.
Çakırer, M. A. (Ed.). (2024). Principles and Management of Marketing [in Turkish]. Ekin Basım Yayın Dağıtım. ISBN: 978-625-6263-76-5.

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 30
Assignment 1 % 20
Final examination 1 % 50
Total
3
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 2 30
Assignments 1 20 20
Mid-terms 1 15 15
Final examination 1 25 25
Total Work Load   Number of ECTS Credits 3 90

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explains fundamental concepts of product and product management, product levels, and product line and product mix decisions.
2 Evaluates decisions concerning product portfolios, branding, packaging, labeling, and product support services.
3 Analyzes the new product development process and strategic product decisions associated with the product life cycle.
4 Analyzes decisions to extend, renew, or modify product lines or withdraw products from the market by evaluating product performance.
5 Analyzes pricing objectives and cost, demand, competition, consumer, and environmental factors affecting pricing decisions.
6 Applies price elasticity, break-even analysis, and cost-, demand-, competition-, and perceived-value-based pricing methods.
7 Evaluates new product, product mix, psychological, promotional, dynamic, and digital pricing strategies and develops integrated product and pricing decisions.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Concepts of product and product management; the role of the product manager and strategic importance of product decisions Çakırer (Ed.), Chapter 11: Product and Product Management; Pingali et al., Chapter 1: Introduction to Product Management.
2 Product levels and classifications; product line and product mix decisions Çakırer (Ed.), Chapter 11: Product and Product Management.
3 Product strategies, product portfolio, and product positioning decisions Çakırer (Ed.), Chapter 11: Product and Product Management; Pingali et al., Chapter 2: Market and Product Planning.
4 Brand decisions; packaging, labeling, and product support services Çakırer (Ed.), Chapter 11: Product and Product Management.
5 Innovation and the new product development process; opportunity and idea generation Çakırer (Ed.), Chapter 13: Innovation and New Product Development; Kahn & Mohan, Chapter 4: Opportunity Identification and Market Planning; Chapter 5: Concept Generation.
6 Product life cycle and product strategies at different stages of the life cycle Çakırer (Ed.), Chapter 11: Product and Product Management; Chapter 13: Innovation and New Product Development; Kahn & Mohan, Chapter 10: Life Cycle Management.
7 Evaluation of product performance; renewal and extension of product lines, product modification or withdrawal from the market Çakırer (Ed.), Chapter 11: Product and Product Management; Kahn & Mohan, Chapter 10: Life Cycle Management; Pingali et al., Chapter 2: Market and Product Planning.
8 MIDTERM EXAM WEEK Review of the readings assigned in weeks 1–7.
9 The concept of price, the role of pricing in marketing management, and pricing objectives Çakırer (Ed.), Chapter 12: Price; Nagle et al., Chapter 1: Strategic Pricing.
10 Cost, demand, competition, consumer and environmental factors affecting pricing; price sensitivity and price elasticity Çakırer (Ed.), Chapter 12: Price; Nagle et al., Chapter 8: Measurement of Price Sensitivity.
11 Cost-, demand-, competition-, and perceived-value-based pricing; break-even and financial analysis Çakırer (Ed.), Chapter 12: Price; Nagle et al., Chapter 2: Economic Value; Chapter 9: Financial Analysis.
12 New product pricing: market-skimming and market-penetration strategies Çakırer (Ed.), Chapter 12: Price; Chapter 13: Innovation and New Product Development; Nagle et al., Chapter 7: Price Level.
13 Product mix pricing; differential, psychological, and promotional pricing Çakırer (Ed.), Chapter 12: Price; Nagle et al., Chapter 4: Price Structure; Chapter 10: Specialized Strategies.
14 Dynamic and digital pricing; price changes, consumer responses, and ethical pricing Başak Yiğit (2024), Pricing Strategies; Nagle et al., Chapter 12: Ethics and the Law.
15 Case analyses in product and pricing management and student presentations Review of the relevant chapters of the main sources assigned throughout the course and preparation for case analysis. -

 
Contribution of Learning Outcomes to Programme Outcomes
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C2
C3
C4
C5
C6
C7

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant