Course Name Code Semester T+U Hours Credit ECTS
Marketing Management ISL 202 4 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Compulsory
Course Coordinator Doç.Dr. HAYRETTİN ZENGİN
Course Lecturers Doç.Dr. HAYRETTİN ZENGİN,
Course Assistants Res.Asst. Semih OKUTAN, Res.Asst. Buket BORA
Course Category
Course Objective Marketing is an inseperable part of todays modern life. Hence, the purpose of this course is to explain what marketing is about and what is covered within the context of marketing function in organizations.
Course Content The topics covered in this course are the definition of marketing, examination of marketing environment, understanding of marketing mix and discussion of marketing management process as well as the principles of the implementation of marketin process.
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Describes and gives examples for the basic concepts regarding marketing Lecture, Question-Answer, Discussion, Drilland Practice, Case Study, Self Study, Testing, Homework,
2 Explains the concept of market environment, analysis the constituents of the market environment and derives implications from this analysis for the marketing management Lecture, Discussion, Brain Storming, Self Study, Testing, Homework,
3 Explains the causes of consumer behavior and derives some consclusions for the marketing management Lecture, Discussion, Self Study, Testing, Homework,
4 Explains marketing information system and identifies the nescessary information needs and the analysis Lecture, Self Study, Testing, Homework,
5 Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection Lecture, Question-Answer, Discussion, Group Study, Testing, Homework,
6 Analyzes the concept of marketing mix and organizes them in the context of marketing process Lecture, Group Study, Self Study, Testing, Homework,
7 Analyzes the marketing activities of an organization and forms the marketing programs Lecture, Discussion, Group Study, Self Study, Testing, Homework,
8 Defines the concepts of marketing planning and strategic marketing planning, identifies relevant concepts and develops and applies strategic marketing planning Lecture, Discussion, Case Study, Self Study, Testing, Homework,
9 Evaluates and analysis recent developments and changes taking place in the market environment with a strategic and rational perspective and develops marketing programs Lecture, Case Study, Self Study, Testing, Homework,
10 Follows the developments in the market and uses these developments in the formation of new marketing strategies Lecture, Question-Answer, Discussion, Group Study, Case Study, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Introduction to marketing Review of the related chapters of the lecture.
2 Marketing environment and searching for market opportunities Review of the related chapters of the lecture.
3 Consumer behavior Review of the related chapters of the lecture.
4 Marketing information systems and marketing research Review of the related chapters of the lecture.
5 Market segmentation, target market selection and positioning Review of the related chapters of the lecture.
6 Product decisions and management Review of the related chapters of the lecture.
7 Price and pricing Review of the related chapters of the lecture.
8 MID TERM EXAM
9 Promotion efforts: advertising, sales promotion and public relations Review of the related chapters of the lecture.
10 Personal selling and sales management Review of the related chapters of the lecture.
11 Distribution channels and distribution policies Review of the related chapters of the lecture.
12 Wholeselling and retailing Review of the related chapters of the lecture.
13 Marketing management and strategic marketing planning Review of the related chapters of the lecture.
14 Marketing control and social responsibility in marketing Review of the related chapters of the lecture.
Resources
Course Notes
Course Resources
Week Documents Description size
1 Pazarlama Yönetimi 1. Hafta 3.01 MB
2 Pazarlama Yönetimi 2. Hafta 2.33 MB
3 Pazarlama Yönetimi 3. Hafta 3.09 MB
4 Pazarlama Yönetimi 4. Hafta 1.73 MB
5 Pazarlama Yönetimi 5. Hafta 2.36 MB
6 Pazarlama Yönetimi 6. Hafta (Price) 1.86 MB
6 Pazarlama Yönetimi 6. Hafta (Price) 1.85 MB
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Can follow new and current technologies and evaluate them X
2 Can understand the operation of Corporate Information Systems and use these systems at a basic level
3 Constructs numerical models of basic business problems.
4 Solves modeled business problems with the help of information technologies and interprets the solutions
5 Contributes to informatics oriented projects as a member of the team
6 Effectively uses information technology tools that support teamwork in project management.
7 Master basic business functions and information technologies and establishes the link between them
8 Contributes to the design, development and implementation processes of corporate information systems.
9 Can produce and present quality documentation for all kinds of projects, including entrepreneurship projects.
10 Prepares informative, effective and interesting presentations and presents these presentations. X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 80
1. Kısa Sınav 20
Total 100
1. Yıl İçinin Başarıya 40
1. Final 60
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 4 64
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 8 8
Quiz 1 4 4
Assignment 2 10 20
Oral Examination 1 5 5
Final examination 1 10 10
Total Workload 159
Total Workload / 25 (Hours) 6.36
dersAKTSKredisi 6