| Course Name | Code | Semester | T+U Hours | Credit | ECTS |
|---|---|---|---|---|---|
| Marketing Management | ISL 305 | 5 | 4 + 0 | 4 | 6 |
| Precondition Courses | <p>None</p> |
| Recommended Optional Courses | <p>None</p> |
| Course Language | Turkish |
| Course Level | Bachelor's Degree |
| Course Type | Compulsory |
| Course Coordinator | Dr.Öğr.Üyesi SEMİH OKUTAN |
| Course Lecturers | Dr.Öğr.Üyesi SEMİH OKUTAN, Prof.Dr. NİLGÜN SARIKAYA, Prof.Dr. SİMA NART, |
| Course Assistants | Res.Asst. Volkan Göktaş, Res. Asst. Hazel Mihriban Karaca |
| Course Category | Other |
| Course Objective | Marketing is an inseperable part of today’s modern life. Hence, the purpose of this course is to explain what marketing is about and what is covered within the context of marketing function in organizations. |
| 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 | Explains the concept of market environment, analysis the constituents of the market environment and derives implications from this analysis for the marketing management | Lecture, Discussion, Brain Storming, Self Study, | Testing, Homework, |
| 2 | Explains marketing information system and identifies the nescessary information needs and the analysis | Lecture, Self Study, | Testing, Homework, |
| 3 | Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection | Lecture, Question-Answer, Discussion, Group Study, | Testing, Homework, |
| 4 | Analyzes the marketing activities of an organization and forms the marketing programs | Lecture, Discussion, Group Study, Self Study, | Testing, Homework, |
| 5 | Defines the concepts of marketing planning and strategic marketing planning, identifies relevant concepts and develops and applies strategic marketing planning | Lecture, Discussion, Case Study, Self Study, | Testing, Homework, |
| 6 | Evaluates and analysis recent developments and changes taking place in the market environment with a strategic and rational perspective and develops marketing programs | Lecture, Case Study, Self Study, | Testing, Homework, |
| 7 | Follows the developments in the market and uses these developments in the formation of new marketing strategies | Lecture, Question-Answer, Discussion, Group Study, Case Study, | Testing, Homework, |
| Week | Course Topics | Preliminary Preparation |
|---|---|---|
| 1 | History of marketing and insights | |
| 2 | Marketing Management and Strategic Thinking | |
| 3 | Decision Making in Marketing Management | |
| 4 | Marketing Information System and Sources of Information | |
| 5 | Market Analysis | |
| 6 | Positioning Policies | |
| 7 | Product Management | |
| 8 | Pricing Policies | |
| 9 | Brand Management | |
| 10 | Mid-Term Exam | |
| 11 | Promotion Policies | |
| 12 | Distribution Policies and Decisions | |
| 13 | Marketing Organizations and Decisions | |
| 14 | Business to Business (B2B) Marketing |
| Resources | |
|---|---|
| Course Notes | <p>1. Remzi ALTUNIŞIK, Şuayib ÖZDEMİR ve Ömer TORLAK, Modern Pazarlama, Değişim Yayınları, 6 baskı. <br />2. Editörler, Ömer Torlak, Remzi Altunışık, Pazarlama Stratejileri Yönetsel Bir Yaklaşım, Beta Yayınları, 2013.<br />3. Derse ait slaytlar ve çeşitli web adresleri ile internet kaynakları.</p> |
| Course Resources | Cemal YÜKSELEN, Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık, 2007 |
| Order | Program Outcomes | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Our students will have fundamental knowledge in business administration. | X | |||||
| 2 | Our students will be able to work in teams, and share information with team members in tasks of business administration | X | |||||
| 3 | Our students will identify and analyse problems to offer solutions in tasks of business administration. | X | |||||
| 4 | Our students will participate in projects about business administration process and tasks. | X | |||||
| 5 | Our students will accept responsibility in order to conclude tasks of business administration. | X | |||||
| 6 | Our students will define ethical problems in work environment and generate solutions. | X | |||||
| 7 | Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. | X | |||||
| 8 | Our students can transfer their knowledge and suggestions by written and verbal communication skills. | X | |||||
| Evaluation System | |
|---|---|
| Semester Studies | Contribution Rate |
| 1. Ara Sınav | 40 |
| 1. Ödev | 30 |
| 1. Kısa Sınav | 15 |
| 2. Kısa Sınav | 15 |
| 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 | 4 | 64 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 3 | 48 |
| Mid-terms | 1 | 10 | 10 |
| Assignment | 3 | 5 | 15 |
| Performance Task (Application) | 0 | 10 | 0 |
| Final examination | 1 | 10 | 10 |
| Quiz | 2 | 2 | 4 |
| Total Workload | 151 | ||
| Total Workload / 25 (Hours) | 6.04 | ||
| dersAKTSKredisi | 6 | ||