| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Marketıng Management | MBA 501 | 0 | 3 + 0 | 3 | 7 |
| Ön Koşul Dersleri | |
| Önerilen Seçmeli Dersler | |
| Dersin Dili | Türkçe |
| Dersin Seviyesi | YUKSEK_LISANS |
| Dersin Türü | Zorunlu |
| Dersin Koordinatörü | Prof.Dr. REMZİ ALTUNIŞIK |
| Dersi Verenler | Prof.Dr. REMZİ ALTUNIŞIK, |
| Dersin Yardımcıları | Res.Asst. Volkan Göktaş |
| Dersin Kategorisi | Diğer |
| Dersin Amacı | 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. |
| Dersin İçeriği | 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. |
| # | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
|---|---|---|---|
| 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 | Self Study, Case Study, Group Study, Discussion, Question-Answer, Lecture, | Homework, Testing, |
| 3 | Analyzes the marketing mix elements in a critical manner and develops marketing programs by using suitable marketing mix elements | Self Study, Case Study, Discussion, Question-Answer, Lecture, | Homework, Testing, |
| 4 | Makes analysis for positioning in marketing and develops strategies | Self Study, Case Study, Group Study, Discussion, Lecture, | Homework, Oral Exam, Testing, |
| 5 | Carries out the necessary analysis and synthesis for strategic marketing planning | Self Study, Case Study, Brain Storming, Drilland Practice, Discussion, Lecture, | Homework, Testing, |
| 6 | Develops marketing metrics and assesses marketing performance of the firm | Self Study, Case Study, Group Study, Discussion, Lecture, | Homework, Testing, |
| 7 | Evaluates and makes assessment for the develepments and advances taking place in the market environment | Question-Answer, Discussion, Group Study, Brain Storming, Case Study, Self Study, Lecture, | Homework, Testing, |
| Hafta | Ders Konuları | Ön Hazırlık |
|---|---|---|
| 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 |
| Kaynaklar | |
|---|---|
| Ders Notu | 1) Remzi ALTUNIŞIK, Şuayıp ÖZDEMİR ve Ömer TORLAK, Pazarlama İlkeleri ve Yönetimi, BETA, 2016. |
| Ders Kaynakları | Hamdi İSLAMOĞLU, Pazarlama Yönetimi- Beta Yayıncılık, 2006. |
| Sıra | Program Çıktıları | Katkı Düzeyi | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Demonstrate understanding of the business fundamentals and the business functions including economics, finance, marketing, accounting and management. | ||||||
| 2 | Evaluate an organization’s strategic direction and organizational integration. | ||||||
| 3 | Identify and evaluate the logic, validity, and relevance of data and/or information. | ||||||
| 4 | Make informed and feasible conclusions and recommendations. | ||||||
| 5 | Write business documents that are clear, concise and logical. | ||||||
| 6 | Developing effective and understandable verbal communication skills | ||||||
| 7 | To develop suggestions for the sustainability of organizations and social responsibility studies. | ||||||
| 8 | Analyzing ethical conflicts and producing effective solutions. | ||||||
| 9 | Formulate strong approaches to lead others according to their individual leadership styles | ||||||
| 10 | To be able to interact effectively in teams. | ||||||
| Değerlendirme Sistemi | |
|---|---|
| Yarıyıl Çalışmaları | Katkı Oranı |
| 1. Ödev | 25 |
| 2. Ödev | 25 |
| 1. Kısa Sınav | 10 |
| 1. Ara Sınav | 40 |
| Toplam | 100 |
| 1. Final | 50 |
| 1. Yıl İçinin Başarıya | 50 |
| Toplam | 100 |
| AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
|---|---|---|---|
| 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 |
| Toplam İş Yükü | 171 | ||
| Toplam İş Yükü / 25 (Saat) | 6,84 | ||
| Dersin AKTS Kredisi | 7 | ||