| Course Name | Code | Semester | T+U Hours | Credit | ECTS |
|---|---|---|---|---|---|
| Marketing Management | ISE 421 | 7 | 3 + 0 | 3 | 5 |
| Precondition Courses | |
| Recommended Optional Courses | |
| Course Language | Turkish |
| Course Level | Bachelor's Degree |
| Course Type | Optional |
| Course Coordinator | Dr.Öğr.Üyesi LEVENT ÇALLI |
| Course Lecturers | Dr.Öğr.Üyesi LEVENT ÇALLI, |
| Course Assistants | |
| Course Category | |
| Course Objective | The general objective of this course is to present students with marketing management process with an applied orientation. The aim of the course is to help students to gain a good grasp of major marketing issues and topics from a managerial perspective. More specifically, market dynamics and its implications for marketing management, critical aspects of consumer behavior, target market selection and positioning strategies, marketing mix elements from a managerial point of view, and recent developments in marketing thought and practice. |
| 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 | Evaluates the fundamental concepts concerning marketing management in a critical manner | Lecture, Question-Answer, Discussion, Case Study, | Testing, Homework, Project / Design, |
| 2 | Asseses the firms’s marketing environment and evaluates the suitability of environmental factors for the marketing management | Lecture, Question-Answer, Discussion, | Testing, Homework, Project / Design, |
| 3 | Analyzes the marketing mix elements in a critical manner and develops marketing programs by using suitable marketing mix elements | Lecture, Question-Answer, Discussion, | Testing, Homework, Project / Design, |
| 4 | Makes analysis for positioning in marketing and develops strategies | Lecture, Question-Answer, Discussion, Case Study, | Testing, Homework, Project / Design, |
| 5 | Carries out the necessary analysis and synthesis for strategic marketing planning | Lecture, Question-Answer, Discussion, Group Study, | Testing, Oral Exam, Homework, |
| 6 | Develops marketing metrics and assesses marketing performance of the firm | Lecture, Question-Answer, Discussion, | Testing, Homework, Project / Design, |
| 7 | Evaluates and makes assessment for the develepments and advances taking place in the market environment | Lecture, Question-Answer, Discussion, | Testing, Homework, Project / Design, |
| Week | Course Topics | Preliminary Preparation |
|---|---|---|
| 1 | Introduction to marketing and markating management | |
| 2 | Market dynamics and environmental changes affecting marketing practices | |
| 3 | Consumer behavior and changes in consumption patterns | |
| 4 | Market segmentation and target market selection procesess | |
| 5 | Positioning and positioning strategies | |
| 6 | Product policy and new product management policy | |
| 7 | Pricing policy and practical aspects of pricing | |
| 8 | Promotional policy and managerial implications | |
| 9 | Midterm exam | |
| 10 | Personal selling and sales promotions | |
| 11 | Distribution channels and logistic management | |
| 12 | Strategic marketing planning | |
| 13 | Marketing auditing and control | |
| 14 | New approaches and marketing techniques in marketing |
| Resources | |
|---|---|
| Course Notes | Course slides, a variety of web addresses and Internet resources. |
| Course Resources | Modern Pazarlama, Remzi ALTUNIŞIK, Şuayb ÖZDEMİR ve Ömer TORLAK, Değişim Yayınları, 6 baskı. |
| Order | Program Outcomes | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | X | ||||||
| 2 | X | ||||||
| 3 | X | ||||||
| 4 | X | ||||||
| 5 | X | ||||||
| 6 | X | ||||||
| 7 | X | ||||||
| 8 | X | ||||||
| 9 | X | ||||||
| 10 | |||||||
| 11 | X | ||||||
| 12 | X | ||||||
| Evaluation System | |
|---|---|
| Semester Studies | Contribution Rate |
| 1. Ara Sınav | 30 |
| 1. Ödev | 25 |
| 2. Ödev | 25 |
| 3. Ödev | 20 |
| Total | 100 |
| 1. Yıl İçinin Başarıya | 50 |
| 1. Final | 50 |
| Total | 100 |
| ECTS - Workload Activity | Quantity | Time (Hours) | Total Workload (Hours) |
|---|---|---|---|
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 4 | 64 |
| Mid-terms | 1 | 3 | 3 |
| Quiz | 1 | 3 | 3 |
| Final examination | 1 | 5 | 5 |
| Total Workload | 123 | ||
| Total Workload / 25 (Hours) | 4.92 | ||
| dersAKTSKredisi | 5 | ||