| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞL306B | Marketing Management | Compulsory | 3 | 6 | 6 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| To provide students taking the course with basic information to understand and analyze the basic concepts and processes related to marketing management in ever-changing and developing markets. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Bilal ÇELİK |
| Learning Outcomes |
| 1 | Necessary information is obtained regarding the marketing programs required to introduce the newly developed product to the market. | | 2 | Basic information needed to create product and pricing strategies is gained. | | 3 | The information required for decisions regarding promotion and distribution strategies is obtained. | | 4 | Gain knowledge about the functioning of the marketing department. | | 5 | Gain knowledge on issues related to auditing marketing activities. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Marketing management process, product life cycle, product development, price and pricing methods and strategies, promotion and marketing communication, distribution channels and marketing control, as well as current issues and case studies in the field of marketing constitute the content of the course. |
| Weekly Detailed Course Contents |
|
| 1 | Introduction to Marketing Management | | | | 2 | Decision Making and Marketing Management Process | | | | 3 | Product Development and Product Life Cycle | | | | 4 | Price and Pricing Methods | | | | 5 | Price Strategies | | | | 6 | Promotion and Marketing Communication | | | | 7 | Personal Selling and Sales Management Process | | | | 8 | Mid-term exam | | | | 9 | Direct Marketing and Direct Marketing Tools | | | | 10 | E-commerce and Digital Marketing | | | | 11 | Supply Chain Management | | | | 12 | Logistics Management | | | | 13 | Distribution Channels and Physical Distribution | | | | 14 | Organization of the Marketing Department and Marketing Supervision | | | | 15 | Service Marketing | | | | 16 | Final exam | | |
|
| Recommended or Required Reading |
| 1. Mucuk, İ. (2010) Pazarlama İlkeleri, Türkmen Kitabevi, İstanbul
2. Kotler, P. (2010) Marketing Management. Analysis, Planning, Implementation and Control, Prentice Hall, New Jersey, USA
3. Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2014). Pazarlama ilkeleri ve Yönetimi. Beta. |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 70 | | Report Presentation | 2 | 30 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 50 | | End Of Term (or Year) Learning Activities | 50 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Case Study | 2 | 6 | 12 |
| Report Presentation | 2 | 15 | 30 |
| Self Study | 14 | 3 | 42 |
| Individual Study for Mid term Examination | 1 | 20 | 20 |
| Individual Study for Final Examination | 1 | 30 | 30 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 4 | 3 | 2 | 1 | 3 | 3 | 3 | 3 | 1 | 4 | | LO2 | 3 | 3 | 3 | 3 | 2 | 3 | 2 | 2 | 3 | 2 | | LO3 | 2 | 3 | 3 | 2 | 3 | 2 | 2 | 2 | 3 | 4 | | LO4 | 2 | 3 | 3 | 3 | 3 | 2 | 5 | 4 | 3 | 2 | | LO5 | 3 | 3 | 4 | 3 | 3 | 2 | 4 | 5 | 4 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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