TÜRKÇE
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Information
| Code | MG23700 |
| Name | Marketing Management |
| Term | 2024-2025 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 |
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 role of marketing in an organization. |
| 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 | Defining the basic functions of the business and explaining their relations with each other. | 4 |
| 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. | 3 |
| 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. | 4 |
| 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. | |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Self-development by following current developments with the awareness of the continuity of learning in business life. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Synthesizing the information obtained by using different sources within the framework of academic rules. | 5 |
| 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. | 3 |
| 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. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Identifying problems with a critical perspective 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 | Ölçme Yöntemleri: Proje / Tasarım |
| 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, Anlatım |
| 15 | Presentations (Continued) | Preparing for presentation | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Preparing 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 | 12 | 12 |
| Final Exam | 1 | 25 | 25 |
| Total Workload (Hour) | 149 | ||
| Total Workload / 25 (h) | 5,96 | ||
| ECTS | 6 ECTS | ||