TÜRKÇE
ENGLISH
Information
| Code | BUSZ311 |
| Name | Marketing Management |
| Term | 2024-2025 Academic Year |
| Semester | 5. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Doç. Dr. MEHMET ALİ BURAK NAKIBOĞLU |
| Course Instructor |
Prof. Dr. DENİZ ZEREN
(A Group)
(Ins. in Charge)
|
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
Topics include market segmentation, product development, promotion, distribution, and pricing.
Course Precondition
There are no prerequisites for the course.
Resources
Principles and Practice of Marketing, David Jobber,6th Edition, McGraw Hill
Notes
Marketing Management: Global Edition Philip Kotler, Kevin Lane Keller 2015 Pearson
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Analyzes the role of marketing within the firm and society. |
| LO02 | Express and emply the four basic factors in the marketing mix: product, promotion, price, and distribution. |
| LO03 | Employ analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the Internet) the basic tools of marketing. |
| LO04 | Develop a basic level strategic marketing plan |
| LO05 | Applies integrated marketing approach |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explaining business concepts and their interrelationships | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explaining the basic theoretical models, numerical and statistical methods of business management | 2 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explaining the relationship between basic economics concepts and business management concepts | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explaining how to apply theoretical, numerical and statistical methods used in business management | 2 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management | |
| PLO06 | Bilgi - Kuramsal, Olgusal | Applying business management methods by following the basic steps | 4 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Determine appropriate methods to solve business problems | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Evaluate the results that are obtained from applications of business management methods. | 5 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Use basic numerical and statistical softwares. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Use basic enterprise resource planning (ERP) softwares | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Working effectively individually and/or in a team | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. | |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Presenting information effectively in an unfamiliar field by using different sources within the framework of academic rules. | 3 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | 3 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Accurately express the obtained information and comments verbally and in writing | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods | 4 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Acting in accordance with social, scientific and professional ethical values from an entrepreneurial perspective | 4 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Determining the most appropriate business management approaches, practices and methods by considering the sector, size, resources, culture, goals and objectives of the enterprises. | 5 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the activities of businesses, on businesses. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Product Principles | Reading related chapter | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Product | Reading related chapter | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 3 | Marketing Channels I | Reading related chapter | Öğretim Yöntemleri: Anlatım |
| 4 | Marketing Channels | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Promotion | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Advertising and Public Relations | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Sales Promotion and Personal Selling | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Price | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Online Marketing | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Services and Non-Profit Organizations Marketing I | Reading related chapter | Öğretim Yöntemleri: Anlatım |
| 12 | Services and Non-Profit Organizations Marketing | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Global Marketing | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Ethics and Social Responsibility | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Presentations of Projects | Preparing for presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: 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 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||