TÜRKÇE
ENGLISH
Information
| Code | KON284 |
| Name | Marketing Management |
| 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 |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör.Dr. OYA YILDIRIM |
Course Goal
It is aimed to examine the basic concepts and terminology used in marketing, to analyze the relations between social, political, economic, technological and competitive environments, their effects on marketing activities and their place and importance in marketing strategies with an analytical approach. Thus, it is aimed to convey not only the tactical and operational functions and importance of marketing for marketing and sales departments, but also its strategic role at the top management level, first at the descriptive level and then at the problem solving level.
Course Content
Relationship between the marketing system and its environment, the concept of marketing, marketing units and their operations, marketing strategies and planning, marketing research and marketing information systems, consumer behavior, product, distribution, promotion and pricing strategies.
Course Precondition
None
Resources
Nakip, Mahir, Varinli, İnci, Gülmez, Mustafa. (2012). Current marketing management, Detay Publishing, Ankara.
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 |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts of business administration and the strategic, tactical, and operational dimensions of business management. | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explains the basic legal, social and moral rules and related legislation covering the business area. | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Comprehends the planning, organization, execution, coordination and control functions of accommodation establishments management. | 2 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can use numerical and statistical information to research, think, analyze, establish cause-effect relationships, make decisions and establish strategies. | 3 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Updates skills by following the innovations and changes in field. | 1 |
| PLO06 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can carry out projects and works related to the field within the framework of quality processes, and develops the skills to work independently and in harmony with a team. | |
| PLO07 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | In unforeseen complex situations that may be encountered in relation to hotel management, travel management and other types of touristic businesses, it takes responsibility and finds solutions by examining good examples in other countries and foreign sources. | |
| PLO08 | Yetkinlikler - Öğrenme Yetkinliği | As well as being specialized in a certain field of a tourism business, it develops the skills to support other parts of the business and adapt to sudden situations. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Can obtain information from sources of different characteristics and in foreign languages, and observes social, scientific and ethical values. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | In addition to her/his professional development, constantly improves herself/himself by identifying learning needs in scientific, social, cultural and artistic fields in line with her/his interests and abilities. | |
| PLO11 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate correctly and effectively both in written and oral form in Turkish and foreign languages, and can convey information and ideas about the field in a way that others can understand. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Performs health, safety, quality and risk assessments; works by taking measures for laws, professional conditions, ethics, fundamental personal rights and freedoms, privacy of private life, social responsibility and environmental protection. | |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Follows national and international external environmental and sectoral conditions at a level that can cope with cyclical fluctuations due to flexible demand conditions in the field of tourism management, uses tools to analyze a tourism business with its internal and external environment, evaluates the findings and decides. | 5 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Recognizes information systems used in hotel businesses, uses basic information technologies and software related to the field. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Evaluates domestic and foreign concepts, ideas and data in the field of tourism management with scientific methods. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Understands the socio-economic structure of tourism and its importance for the country and the world within the scope of this structure, and directs the design of the investment phase of a new business to be established in other areas of the tourism and service sector. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definition, scope and development of marketing. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 2 | Macro and micro marketing environment. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 3 | Market segmentation, target market selection and positioning | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 4 | Strategic planning and marketing planning. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 5 | Markets and fundamentals of consumer behavior. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 6 | Marketing research and marketing information system. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 7 | Marketing research and marketing information system. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 8 | Mid-Term Exam | Preparation for the exam. | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Product development. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 10 | Pricing policies. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 11 | Distribution channel and logistics. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 12 | Promotion activities. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 13 | Internet marketing. | Reading the relevant section in the book. | Öğretim Yöntemleri: Tartışma, Anlatım, Soru-Cevap |
| 14 | Service Marketing. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 15 | International marketing and ethics. | Reading the relevant section in the book. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 16 | Final Exams | Preparation for the exam. | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Final Exams | Preparation for the exam. | Ölçme Yöntemleri: Yazılı Sınav |