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Information
| Unit | TOURISM AND HOTEL MANAGEMENT ACADEMY |
| ACCOMMODATION SERVICES PR. | |
| Code | KON284 |
| Name | Marketing Management |
| Term | 2020-2021 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Öğr. Gör.Dr. OYA YILDIRIM |
| Course Instructor |
Öğr. Gör.Dr. OYA YILDIRIM
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
It conveys the practices of contemporary marketing management in the business world. Examines the basic concepts and terminology used in marketing. It deals with the relationships within social, political, economic, technological and competitive environments, the effects on their marketing activities and the place and importance of marketing strategies within an analytical approach. Thus, marketing not only tactical and operational functions and their importance in terms of marketing and sales departments, but also helps to identify the strategic role at the highest management level, first at a descriptive level and then at a problem solving level.
Course Content
In the course of marketing management course, we will focus on issues related to the environment in which the marketing system is concerned, the definition of marketing concept, marketing units and operations, marketing strategies and planning, marketing research and marketing information systems, consumer behavior, product, distribution, and pricing strategies.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explains the basic concepts of marketing. |
| LO02 | Understands the development process of marketing. |
| LO03 | Recognizes and explains the macro and micro environment of marketing. |
| LO04 | Understands the differences between marketing strategy, market strategy, marketing plan and marketing program. |
| LO05 | Understands what market segmentation and positioning is and how product markets are divided into sub-markets. |
| LO06 | Explains the purchasing decision process and the effect of economic needs on the purchasing decision process. |
| LO07 | Understands the marketing information system and its importance for businesses. |
| LO08 | Understands the importance and process of marketing research. |
| LO09 | Explains the new product development process and the impact of product life cycles on strategy planning. |
| LO10 | Explains marketing communication and promotion mix elements. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definition, scope and development of marketing. | The relevant chapter in the book. | |
| 2 | Marketing concept and new trends. | The relevant chapter in the book. | |
| 3 | The role of marketing environment, strategic planning and marketing. | The relevant chapter in the book. | |
| 4 | Marketing research and information system. | The relevant chapter in the book. | |
| 5 | Consumer behavior and consumer markets. | The relevant chapter in the book. | |
| 6 | Industrial and international markets. | The relevant chapter in the book. | |
| 7 | Marketing segmentation, targeting and positioning. | The relevant chapter in the book. | |
| 8 | Mid-Term Exam | ||
| 9 | Promotion and Marketing Communication. | The relevant chapter in the book. | |
| 10 | Personal Sales and Sales Development. | The relevant chapter in the book. | |
| 11 | Advertising and Public Relations | The relevant chapter in the book. | |
| 12 | Internet marketing and direct marketing | The relevant chapter in the book. | |
| 13 | Distribution channels, supply chain management and logistics. | The relevant chapter in the book. | |
| 14 | Service Marketing. | The relevant chapter in the book. | |
| 15 | International marketing and ethics. | The relevant chapter in the book. | |
| 16 | Term Exams | ||
| 17 | Term Exams |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 5 | 5 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 6 | 6 |
| Total Workload (Hour) | 101 | ||
| Total Workload / 25 (h) | 4,04 | ||
| ECTS | 4 ECTS | ||