Course Name Code Semester T+U Hours Credit ECTS
Marketing Management MBA 501 0 3 + 0 3 7
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Compulsory
Course Coordinator Prof.Dr. REMZİ ALTUNIŞIK
Course Lecturers Prof.Dr. REMZİ ALTUNIŞIK,
Course Assistants Res.Asst. Semih OKUTAN, Res. Asst. Buket BORA
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, Group Study, Case Study, Self Study, Testing, Homework,
2 Asseses the firms’s marketing environment and evaluates the suitability of environmental factors for the marketing management Lecture, Question-Answer, Discussion, Group Study, Case Study, Self Study, Testing, Homework,
3 Analyzes the marketing mix elements in a critical manner and develops marketing programs by using suitable marketing mix elements Lecture, Question-Answer, Discussion, Case Study, Self Study, Testing, Homework,
4 Makes analysis for positioning in marketing and develops strategies Lecture, Discussion, Group Study, Case Study, Self Study, Testing, Oral Exam, Homework,
5 Carries out the necessary analysis and synthesis for strategic marketing planning Lecture, Discussion, Drilland Practice, Brain Storming, Case Study, Self Study, Testing, Homework,
6 Develops marketing metrics and assesses marketing performance of the firm Lecture, Discussion, Group Study, Case Study, Self Study, Testing, Homework,
7 Evaluates and makes assessment for the develepments and advances taking place in the market environment Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Case Study, Self Study, Testing, Homework,
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
Course Notes
Course Resources
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 has the information in manufacturing, marketing, management and accounting-finance functions at the level of expertise.
2 is aware of the interdisciplinary interaction related of field of expertise
3 makes teamwork and shares knowledge with his/her team in the field of expertise
4 defines problems, analyzes and provides solutions to problems
5 conducts independent research, contribute to projects and take responsibility in the field of expertise
6 sets business visions, missions, goals and targets in the field of study.
7 Questionizes the knowledge he/she has in the field of expertise
8 Related to area of expertise that have served as areas where the accumulation and transfer data using the tool to communicate with all kinds of suggestions, if necessary it can use at least one foreign language.
9 Open to professional sharing and cooperation in the field of his/her expertise.
10 is able to entry data and conduct data analysis in the field of his/her expertise
11 acts in accordance with business values and social ethics in the field of his/ her experise.
12 analyzes the relationships with stakeholders and national governments in the field of his/ her expertise.
13 makes recommendations that will contribute to field of his/her expertise.
14 is conscious about the universality of social rights, social justice, quality, environmental and cultural values protection, occupational health and safety besides the field of his/her expertise.
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 40
1. Ödev 25
2. Ödev 25
1. Kısa Sınav 10
Total 100
1. Final 50
1. Yıl İçinin Başarıya 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 3 48
Mid-terms 1 15 15
Assignment 2 20 40
Final examination 1 20 20
Total Workload 171
Total Workload / 25 (Hours) 6.84
dersAKTSKredisi 7