| Course Name | Code | Semester | T+U Hours | Credit | ECTS |
|---|---|---|---|---|---|
| Marketing Management | UYP 503 | 0 | 3 + 0 | 3 | 6 |
| 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 | Available Basic Education in the Field |
| 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, Self Study, | Testing, Homework, Performance Task, |
| 2 | Asseses the firms’s marketing environment and evaluates the suitability of environmental factors for the marketing management | Lecture, Question-Answer, Discussion, Group Study, Self Study, | Testing, Homework, Performance Task, |
| 3 | Analyzes the marketing mix elements in a critical manner and develops marketing programs by using suitable marketing mix elements | Lecture, Discussion, Brain Storming, Case Study, Self Study, | Testing, Homework, Performance Task, |
| 4 | Makes analysis for positioning in marketing and develops strategies | Discussion, Drilland Practice, Case Study, Self Study, Lecture, Question-Answer, | Testing, Homework, Performance Task, |
| 5 | Carries out the necessary analysis and synthesis for strategic marketing planning | Lecture, Discussion, Case Study, Self Study, | Homework, Performance Task, |
| 6 | Develops marketing metrics and assesses marketing performance of the firm | Lecture, Question-Answer, Discussion, Motivations to Show, Group Study, Case Study, Self Study, Problem Solving, | Testing, Homework, Performance Task, |
| 7 | Evaluates and makes assessment for the develepments and advances taking place in the market environment | Discussion, Case Study, Self Study, | Testing, Performance Task, |
| 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 Resources | |
| Evaluation System | |
|---|---|
| Semester Studies | Contribution Rate |
| 1. Ara Sınav | 40 |
| 1. Ödev | 30 |
| 2. Ödev | 30 |
| Total | 100 |
| 1. Yıl İçinin Başarıya | 60 |
| 1. Final | 40 |
| 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 | 10 | 10 |
| Assignment | 1 | 10 | 10 |
| Performance Task (Application) | 1 | 10 | 10 |
| Performance Task (Seminar) | 1 | 10 | 10 |
| Final examination | 1 | 10 | 10 |
| Total Workload | 162 | ||
| Total Workload / 25 (Hours) | 6.48 | ||
| dersAKTSKredisi | 6 | ||