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Information
| Code | MG3700 |
| Name | Marketing Management |
| Term | 2024-2025 Academic Year |
| Term | Fall |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 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. HİLAL İNAN |
| 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
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
Pazarlama Yönetimi (2018) Keller &Kotler, Beta.
Notes
Current and core articles.
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 | 1.Defining the concepts of Finance Management, Accounting Management, Production Management, Marketing Management, Management and Organization and Quantitative Methods and explaining their relations with each other. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | 2.Comparison by defining the theories and models of business management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | 3. Accessing and interpreting information using scientific research methods. | 4 |
| PLO04 | Bilgi - Kuramsal, Olgusal | 4. Application of theory and models, numerical and statistical methods in business management. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | 5. Interpreting the results of theory and models, numerical and statistical methods applied in business management. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | 6. To be able to determine the appropriate methods for the solution of the business problems encountered. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | 7. To be able to follow and apply the basic steps of business process management. | 3 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | 8. To be able to reach the most appropriate result by using basic numerical and statistical analysis programs. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | 9. Working in accordance with the objectives as a project manager or participant. | 4 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | 10. Taking an active role by taking responsibility individually and/or within the team. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | 11. Continuous self-development by following current developments with the awareness that the research and learning process continues throughout life. | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | 12. To produce new information from the data obtained from scientific sources within the framework of academic rules and to interpret them effectively. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | 13. To be able to associate the knowledge gained in the field of business with the knowledge in different fields. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 14. To be able to communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | 5 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 15. To present effectively by synthesizing the information obtained from the sources related to the field within the framework of academic rules. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | 16.Behaving in accordance with ethical and legal issues encountered in business science and business professions. | 4 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | 17. To make original researches about all the basic functions of the business in accordance with scientific, institutional and social ethics. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | 18. Identifying existing problems with a critical point of view and suggesting solutions. |
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 | Digital and Mobile Markets and Consumer Behavior | 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 | Mid-Term Exam | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Brand Policies | 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 | Öğretim Yöntemleri: Tartışma |
| 15 | Presentations (Continued) | Preparing for presentation | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 17 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
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 | ||