BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| BUSINESS ADMINISTRATION (ENGLISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
Course Introduction and Application Information
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BUS6210 | Managerial Perspectives in Marketing | Fall Spring |
3 | 0 | 3 | 12 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Basic information
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | BETÜL ALKAN |
| Course Lecturer(s): |
Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN Prof. Dr. İPEK ALTINBAŞAK FARİNA Prof. Dr. ELİF OKAN |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course provides a decision oriented overview of marketing management in modern organizations. |
Learning Outcomes
|
The students who have succeeded in this course; The students who succeeded in this course; Student will be able to develop strategic skills in identifying marketing opportunities, in order to adapt an organization to its markets. Student will be able to Analyze customers, competitors, collaborators and designing the firm’s capabilities to serve its markets. Student will be able to Explain target market selection. Student will be able to Develop insights about creative selection of target markets and blending strategic decisions related to product, price, promotion and place to meet the needs of a target market. Student will be able to Explain the skills in marketing strategy setting, and in translating analytical conclusions into actionable marketing recommendations in enterprises of all kinds. Student will be able to Define meaningful, practical experience in planning and communicating marketing strategies, plans, and programs. Student will be able to Build managerial skills involved in working effectively with others in a market -oriented team effort. |
Course Content
| This course aims to investigate the main topics and approaches in marketing management in order to provide students with the theoretical and practical knowledge for developing effective marketing management skills. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Introduction to Case Method and Marketing Management Ethical Practice in Marketing | Academic Articles and related books |
| 2) | Business Objectives and Marketing Objectives | Academic Articles and related books |
| 3) | Understanding the Marketplace and Consumers | Academic Articles and related books |
| 4) | Market Segmentation, Targeting and Positioning | Academic Articles and related books |
| 5) | Product Management | Academic Articles and related books |
| 6) | New Product Development | Academic Articles and related books |
| 7) | Pricing | Academic Articles and related books |
| 8) | Midterm | Academic Articles and related books |
| 9) | Marketing Channels and Place | Academic Articles and related books |
| 10) | Marketing Communications | Academic Articles and related books |
| 11) | Global Marketplace | Academic Articles and related books |
| 12) | Creating Competitive Advantage | Academic Articles and related books |
| 13) | Preparing a Marketing Plan | Academic Articles and related books |
| 14) | Term Project Presentations |
Sources
| Course Notes / Textbooks: | İlgili kitap ve makaleler |
| References: | Related books and articles |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 10 |
| Homework Assignments | 6 | % 30 |
| Midterms | 1 | % 20 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Application | 14 | 6 | 84 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Project | 1 | 4 | 4 |
| Homework Assignments | 6 | 6 | 36 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 250 | ||
Contribution of Learning Outcomes to Programme Outcomes
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |