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Information
| Code | PYL701 |
| Name | Marketing Management |
| Term | 2023-2024 Academic Year |
| Term | Fall |
| 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 | |
| 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
There are no prerequisites for the course.
Resources
Pazarlamaya Çağdaş Yaklaşım (2018) Serap Çabuk, Mehmet İ. Yağcı, Nobel Kitabevi.
Notes
Pazarlamanın Temelleri, Ed. Asım Günal Önce, Nobel Yayınevi, Ankara, 2013. Ömer Torlak, Remzi Altunışık, Pazarlama Stratejileri, Beta Yayınları, 2012.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the strategic importance of marketing in management. |
| LO02 | Uses modern marketing techniques and concepts. |
| LO03 | Implements required evaluations for strategic marketing plan. |
| LO04 | Writes report at professional level and present it effectively. |
| LO05 | Follows global marketing literature. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts of Marketing Management and explains their relations with each other | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines and compares theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Reaches and interprets information using scientific research methods. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Applies theories and models, numerical and statistical methods in marketing management. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results of theories and models, numerical and statistical methods applied in marketing management. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can determine the appropriate methods for solving the marketing problems encountered. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can implement marketing management methods through following the fundamental steps. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using basic numerical and statistical analysis programs. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work in accordance with the objectives as a project manager or participant. | 5 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes an active role by taking responsibility individually and/or within the team. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | In recognition of the need for lifelong learning and continuous self-renewal, tracks the latest developments in the field of marketing. | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Produces new information from the data obtained from scientific sources within the framework of academic rules and interprets them effectively. | 3 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 5 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present effectively the information obtained from the sources related to the field within the framework of academic rules by synthesizing. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 3 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Conducts original research on all the basic functions of marketing in accordance with scientific, institutional and social ethics. | 3 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies existing problems with a critical perspective and proposes solutions. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing and Marketing Thought | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Approaches to Marketing- Marketing Environment | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Status and Competition Analysis- Competition Strategies | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Markets and Consumer Behavior | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Markets and Consumer Behavior (continued) | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Specifying of Target Market and Growth Strategies | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Product Policies | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Midterm Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Product Policies (continued) | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Price Decisions | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Distribution Channels | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Promotion Decisions | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Marketing Mix in the Digital Age | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Presentations | Preparing for presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 15 | Presentations (continued) | Preparing for presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 16 | Final Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Final Exam | 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 | ||