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