SEA: Doç Dr. Berk Ataman

Doç Dr. Berk Ataman

M. Berk Ataman is an Associate Professor of Marketing at the Faculty of Business, Özyeğin University. He holds BSc and MSc degrees in Management Engineering from İstanbul Technical University, and a PhD in Marketing from Tilburg University. Prior to joining Özyeğin University, he worked at Koç University, Graduate School of Business and College of Administrative Sciences and Economics (2013-2022), Rotterdam School of Management, Erasmus University (2006-2013), Tilburg University (2002-2006), and İstanbul Technical University (1999-2002). Prof. Ataman’s research has appeared in journals including Journal of Marketing Research, Marketing Science, Journal of Business Research, Journal of Product and Brand Management, and Social Indicators Research. He was an Editorial Review Board member of the International Journal of Research in Marketing. Prof. Ataman’s dissertation, entitled Managing Brands, was nominated for 2008 PIM Marketing Science Prize, and received the Emerald/EFMD Outstanding Doctoral Research Award. In 2009, he won the EUR fellowship and, in 2011, he was invited to join Marketing Science Institute’s Young Scholars program. Prof. Ataman’s articles received the 2008 Citation of Excellence Award, the 2009 ERIM Top Article Award, and the 2017 ISMS Long-term Impact Award and were nominated for the 2008 John D.C. Little Award and the 2015 Annual William F. O'Dell Award. As an expert in developing quantitative models to improve marketing decision-making, Prof. Ataman’s research seeks to uncover insights that would aid executives design marketing programs that will improve brand and/or firm performance in the long run, under everchanging market conditions. He holds a Participant-Centered Learning certificate from Harvard Business School and teaches participant-centered graduate-level courses in MSc, PhD, MBA, and Executive MBA programs. Prof. Ataman has more than a decade’s experience in Executive Education programs.

“Brand Strategy”

Paying special attention to emerging topics in branding, this training highlights the strategic implications of branding for organizations, traditional and digital natives alike, and delivers a set of tools for effective brand management in a hyperconnected world. Adopting a data-driven and insights-based approach, this training promotes a more holistic understanding of business based on the assumption that branding serves a fundamental strategic function. Branding is the kernel of a firm’s activity not another aspect of marketing, but marketing itself. In its most comprehensive form, the training covers the following topics: brand as a strategic asset and value of brands; creating brand meaning, managing brand meaning over time by repositioning, revitalizing, and rebranding; brand storytelling; brand communication and co-creation; growing brands, managing brand portfolios (expansion and consolidation); branding to low-income consumers; branding to affluent consumers; global branding. Content is adjusted based on the potential client’s competence needs and the duration of the training.

Delivery format alternatives:

· Pure lecture

· Lectures dotted with case discussions (demands upfront prep from participants)

· Purely through case discussions (demands upfront prep from participants)

o General in scope

o Thematic explorations

“Marketing” or “Marketing Management”

Based on the premise that marketing is not just a function but a critical component of corporate strategy, this training is designed to familiarize the participants with strategic marketing planning frameworks as well as analytical and decision-making processes involved in formulating and implementing marketing strategies. It presents a decision-oriented, integrative, dynamic view of marketing strategy and explores issues in strategic marketing and key factors that influence the formulation of marketing strategy in a digitally enhanced world. Building on a foundation laid out by the marketing strategy formation process, the training covers the following topics: identifying and articulating the value to be proposed to the consumers; creating value for the consumers and managing customer value; delivering value via the right channel design; communicating value the right way; expanding the value proposition; extracting value from the customers. Content is adjusted based on the potential client’s competence needs and the duration of the training.