1. Education Information System
  2. Entrepreneurship and Innovation Management
  3. Marketing Management In Entrepreneurship (2024 - 2025)
Course Name Code Semester T+U Hours Credit ECTS
Marketing Management In Entrepreneurship GYY 505 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level YUKSEK_LISANS
Course Type OPTIONAL
Course Coordinator Doç.Dr. YUSUF ARSLAN
Course Lecturers Doç.Dr. YUSUF ARSLAN,
Course Assistants
Course Category Other
Course Objective

In this course, it is aimed to teach students the concepts related to marketing and to gain the ability to understand and negotiate these concepts in business life. 
Course Content

This course covers techniques, concepts and activities related to planning and coordination of marketing functions, policies and marketing management. The course basically aims to teach the basic concepts and events of marketing mix management and external environmental dynamics, to gain the ability to understand and negotiate these concepts in business life, to comprehend the strategic role played by contemporary marketing in business strategy and performance, by playing the role of a marketing manager for an existing product or service. It is aimed to gain competency in matters such as developing an understanding of the daily practices of marketing managers, strengthening your ability to obtain and manage the necessary information to strengthen your justification and defense points when making management decisions, and understanding the ethical and social responsibilities of marketing managers in their businesses and society. 
Development Goals
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Marketing phenomenon is learned Lecture,
2 Learn the strategic role of contemporary marketing in business strategy and performance. Role Playing, Lecture, Motivations to Show,
3 The day-to-day practices of marketing managers is developed Motivations to Show, Role Playing, Lecture,
4 Ethical and social responsibilities of marketing managers in their businesses and society are learned. Motivations to Show, Role Playing, Lecture,
5 Techniques, concepts and activities related to planning and coordination of marketing functions, policies and marketing management are learned. Motivations to Show, Discussion, Role Playing, Lecture,
Week Course Topics Preliminary Preparation
1 Introduction to Marketing Management Oluç, M. (2006). Temel Pazarlama Kavramları, Beta Yayıncılık.
2 Market Environment and Changing Market Dynamics Oluç, M. (2006). Temel Pazarlama Kavramları, Beta Yayıncılık.
3 Consumer Behavior Oluç, M. (2006). Temel Pazarlama Kavramları, Beta Yayıncılık.
4 Market Segmentation and Target Market Selection Altunışık, R., Özdemir, Ş. ve Torlak Ö. (2020). Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi.
5 Positioning and Positioning Strategies Altunışık, R., Özdemir, Ş. ve Torlak Ö. (2020). Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi.
6 Product Strategies and New Product Development Altunışık, R., Özdemir, Ş. ve Torlak Ö. (2020). Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi.
7 Pricing Strategies Yükselen, C. (2007). Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık.
8 Promotion Strategies and Managerial Implications Altunışık, R., Özdemir, Ş. ve Torlak Ö. (2020). Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi.
9 Dağıtım Kanalları Ve Lojistik Yönetimi slamoğlu, H. (2006). Pazarlama Yönetimi- Beta Yayıncılık.
10 Distribution Channels And Logistics Management İslamoğlu, H. (2006). Pazarlama Yönetimi- Beta Yayıncılık.
11 Marketing Audit and Control İslamoğlu, H. (2006). Pazarlama Yönetimi- Beta Yayıncılık.
12 Marketing Metrics
13 New Approaches in Marketing
14 Case Studies and General Evaluation Yükselen, C. (2007). Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık.
Resources
Course Notes
Course Resources

Altunışık, R., Özdemir, Ş. ve Torlak Ö. (2020).  Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi.

Yükselen, C. (2007). Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık.

İslamoğlu, H. (2006). Pazarlama Yönetimi- Beta Yayıncılık.

Oluç, M. (2006). Temel Pazarlama Kavramları, Beta Yayıncılık. 
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Using Entrepreneurship and Innovation Management knowledge in problem solving and interdisciplinary studies X
2 To be able to solve complex problems related to Entrepreneurship and Innovation Management by using research methods, developing new strategic approaches and taking responsibility X
4 Being able to lead in environments that require the solution of problems related to Entrepreneurship and Innovation Management, to examine social relations and the norms that guide these relations with a critical perspective, to develop them and take action to change them when necessary X
5 Ability to work by taking into account the laws, rules and moral rules related to the work areas X
6 To be able to comprehend and apply basic economic concepts related to Entrepreneurship and Innovation Management X
# Contribution of Course Learning Outcomes to Program Outcomes PÇ 1 PÇ 2 PÇ 4 PÇ 5 PÇ 6
1 Marketing phenomenon is learned
2 Learn the strategic role of contemporary marketing in business strategy and performance.
3 The day-to-day practices of marketing managers is developed
4 Ethical and social responsibilities of marketing managers in their businesses and society are learned.
5 Techniques, concepts and activities related to planning and coordination of marketing functions, policies and marketing management are learned.
Evaluation System
Semester Studies Contribution Rate
1. Ödev 100
Total 100
1. Yıl İçinin Başarıya 40
1. Final 60
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 3 48
Assignment 1 10 10
Performance Task (Seminar) 1 15 15
Final examination 1 20 20
Total Workload 141
Total Workload / 25 (Hours) 5.64
dersAKTSKredisi 6