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Information
| Code | MG23700 |
| Name | Marketing Management |
| Term | 2022-2023 Academic Year |
| Term | Spring |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. FATMA DEMİRCİ OREL |
| Course Instructor |
1 |
Course Goal / Objective
The aim of this course is to make students capable of appyling marketing management methods to business world, to develop knowledge and capabilities of students on marketing and to guide them for marketing decisions through evaluating marketing oppourtunities and problems.
Course Content
This course consists of the subjects of definition and scope of marketing, consumer behavior, product, price, place and promotion.
Course Precondition
No prerequisite
Resources
Marketing Management, Philip Kotler, Ed.İbrahim Kırcova, Beta Publications, İstanbul, 2018.
Notes
Marketing Management, Ahmet Hamdi İslamoğlu, Beta Publications, İstanbul 2013. Key articles in marketing literature.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the factors that affect consumer behavior, decision mechanisms and buying decisions. |
| LO02 | List the characteristics of organizational markets and industrial purchasing behavior. |
| LO03 | Explain the principles and stages of effective market segmentation. |
| LO04 | Explain environmental factors that may affect marketing decisions. , |
| LO05 | Discuss how businesses will manage their products/services in market conditions. |
| LO06 | Develops and implements a strategic marketing plan. |
| LO07 | Analyze the process of how businesses can become brands. |
| LO08 | Explain the functionality of online marketing. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defining the basic functions of the business and explaining their relations with each other. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defining the basic theories and models of business management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Applying the models used in business management. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Evaluating the results of the models applied in business management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | To be able to define business problems arising from internal and external environmental conditions and changes. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | To be able to solve basic business problems with analytical thinking ability. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | To be able to reach the most appropriate result by using numerical and statistical analysis programs in the solution of business problems. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Bireysel ve/veya ekip içinde sorumluluk alarak, takım üyesi olarak etkin çalışma. | 4 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Self-development by following current developments with the awareness of the continuity of learning in business life. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Synthesizing the information obtained by using different sources within the framework of academic rules. | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | To be able to associate the knowledge gained in the field of business with the knowledge in different fields. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively presenting the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | 4 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Using terms and concepts in business terminology effectively in written and oral presentations. | 5 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | To act in accordance with ethical and legal issues encountered in the field of business administration and in different professional fields. | 1 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Identifying problems with a critical perspective and suggesting solutions. | 2 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | The Definition and Evolution of Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Strategic Planning and Marketing Process | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 3 | Marketing Environment | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Consumer Behavior | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 5 | Industrial Markets and Buying | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 6 | Market Targeting and Segmentation | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 7 | Product | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Services Marketing And Non-profit Organizations Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Marketing Channels and Distribution | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 11 | Promotion | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 12 | Advertising and Public Relations | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 13 | Sales Promotions and Personal Selling | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 14 | Pricing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 15 | Global Marketing and Internet Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Proje / Tasarım, Yazılı Sınav |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
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 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||