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
Course Notes <p>1. Remzi ALTUNIŞIK, Şuayib &Ouml;ZDEMİR ve &Ouml;mer TORLAK, Modern Pazarlama, Değişim Yayınları, 6 baskı. <br />2. Edit&ouml;rler, &Ouml;mer Torlak, Remzi Altunışık, Pazarlama Stratejileri Y&ouml;netsel Bir Yaklaşım, Beta Yayınları, 2013.<br />3. Derse ait slaytlar ve &ccedil;eşitli web adresleri ile internet kaynakları.</p>
Course Resources

Cemal YÜKSELEN, Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık, 2007
Hamdi İSLAMOĞLU, Pazarlama Yönetimi- Beta Yayıncılık, 2006.

Mehmet OLUÇ, Temel Pazarlama Kavramları, Beta Yayıncılık, 2006
Editörler, Zafer Erdoğan ve Elif Eroğlu, Pazarlama Yönetimi, AÖF Yayınları, 2012.
Editörler, Necdet Timur, Alparsalan Özmen, Stratejik Küresel Pazarlama, Elif Yayınevi, 2013
Ahmet H. İSLAMOĞLU ve Remzi ALTUNIŞIK, Satış ve Satış Yönetimi, Sakarya Kitabevi, 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