Ders Adı Kodu Yarıyıl T+U Saat Kredi AKTS
Marketıng Management UYP 503 0 3 + 0 3 6
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. Assis. Volkan Göktaş, Res. Assis. Ayşegül Karataş

Dersin Kategorisi Alanına Uygun Temel Öğretim
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, 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 Self Study, Group Study, Discussion, Question-Answer, Lecture, Performance Task, 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, Brain Storming, Discussion, Lecture, Performance Task, Homework, Testing,
4 Makes analysis for positioning in marketing and develops strategies Question-Answer, Discussion, Drilland Practice, Case Study, Self Study, Lecture, Performance Task, Testing, Homework,
5 Carries out the necessary analysis and synthesis for strategic marketing planning Self Study, Case Study, Discussion, Lecture, Performance Task, Homework,
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, Performance Task, Homework, Testing,
7 Evaluates and makes assessment for the develepments and advances taking place in the market environment Self Study, Case Study, Discussion, Performance Task, 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

ALTUNIŞIK, R. Ş. ÖZDEMİR ve Ö. TORLAK, Pazarlama İlkeler ve Yiönetimi, Beta Yayınevi.

The books cited above

Ders Kaynakları

Cemal YÜKSELEN, Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık, 2007
Hamdi İSLAMOĞLU, Pazarlama Yönetimi- Beta Yayıncılık, 2006.
Yavuz ODABAŞI ve Gülfidan BARIŞ Tüketici Davranışları, MediaCat, 2002.
İsmet MUCUK, Pazarlama İlkeleri, Türkmen Kitabevi, 2006
Ahmet H. İSLAMOĞLU ve Remzi ALTUNIŞIK, Satış ve Satış Yönetimi, Sakarya Kitabevi, 2007.
Ömer Baybars TEK, Pazarlama İlkeleri, Beta Yayınları, 2002.
Mehmet OLUÇ, Temel Pazarlama Kavramları, Beta Yayıncılık, 2006

Sıra Program Çıktıları Katkı Düzeyi
1 2 3 4 5
1 Demonstrate understanding of, and apply, basic concepts in production management and marketing X
2 :Demonstrate knowledge of how managers and employees interact in organizations. X
3 Recognize and explain the effect of production management and marketing on organizations and/or individuals. X
4 Demonstrate the ability to be empathetic and actively listen. X
5 Communicates effectly within formal and informal groups X
6 Define and analyze the root cause of "production management and marketing" problems X
7 Review literature professionally and propose novel research questions X
8 Find proper solutions to managerial problems X
9 Apply to approtiate methodological approaches to the field of production management and marketing X
10 Discusses the research findings in the context of the relevant literature. X
Değerlendirme Sistemi
Yarıyıl Çalışmaları Katkı Oranı
1. Ara Sınav 40
1. Ödev 30
2. Ödev 30
Toplam 100
1. Yıl İçinin Başarıya 60
1. Final 40
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 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
Toplam İş Yükü 162
Toplam İş Yükü / 25 (Saat) 6,48
Dersin AKTS Kredisi 6