BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| BUSINESS ADMINISTRATION | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Course Introduction and Application Information
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BA3560 | Marketing Management | Spring | 3 | 0 | 3 | 6 |
| 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: | |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. ELİF OKAN |
| Course Lecturer(s): |
Prof. Dr. İPEK ALTINBAŞAK FARİNA Assoc. Prof. GÜLBERK GÜLTEKİN SALMAN Prof. Dr. ELİF OKAN |
| Recommended Optional Program Components: | None |
| Course Objectives: | The objective of the course is to deepen the understanding of the marketing management concepts of the participants and encourage them to develop sound marketing solutions in diverse complex situations through critical thinking. It is vital to acknowledge the new elements of today’s market place and adopt the marketing management strategies to this challenging environment for the success of the institutions. Therefore, the course aims not only at providing deep insight related to the marketing concepts but also at helping the students to develop solution building skills through the analysis of case studies. |
Learning Outcomes
|
The students who have succeeded in this course; Following the successful completion of this course, students should be able to: 1. Understand the concept of market orientation and its relationship with organizational performance. 2. Analyze the company to deliver more value to the customer and create a customer-oriented marketing strategy. 3. Understand segmentation alternatives to design effective marketing strategies for each segment and identify distinctive positioning strategies to differentiate brands. 4. Distinguish the characteristics of products and services to design them in a way that creates value for the target segment. 5. Implement market-based pricing strategies and understand the importance of effective distribution channel design in creating customer value. 6. Develop effective communication strategies by understanding the importance of the integrated communication mix, and analyze the competitive environment to design competitive strategies for success in a dynamic business environment. |
Course Content
| The course will cover the basic marketing concepts such as segmentation, targeting, positioning, the marketing mix etc. and investigate all of the marketing concepts in the context of new marketing environment. The lecture will be reinforced through case studies, debates, article discussions and group works. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Introduction/ Chapter 1 | |
| 2) | Chapter 2&3 | You Are Required to Form the Groups |
| 3) | Chapter 7 | Case Studies ch 2-3 |
| 4) | Chapter 8&9 | Case Studies ch 7 |
| 5) | Chapter 10&11 | Case Studies ch 8-9 You Are Required to choose the Brand |
| 6) | Chapter 12&13 | Case Studies ch 10-11 |
| 7) | Chapter 14 | Case Studies ch 12 |
| 8) | Midterm Exam | |
| 9) | Chapter 17-18 | Case Studies ch 14 |
| 10) | Review | Case Studies ch 17-18 |
| 11) | Presentations 3-4 groups each week | |
| 12) | Presentations 3-4 groups each week | |
| 13) | Presentations | |
| 14) | Presentations |
Sources
| Course Notes / Textbooks: | Kotler/Armstrong, Principles of Marketing, 18.edition, Global Edition. Pearson (The same book used in BA3567 Principles of Marketing Course) |
| References: | Students are expected to register for the online book https://www.pearson.com/mylab) to follow the course content and be able to complete the on line exams/ quizzes. |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 13 | % 10 |
| Quizzes | 7 | % 10 |
| Project | 1 | % 20 |
| Midterms | 1 | % 20 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 7 | 91 |
| Project | 1 | 5 | 5 |
| Quizzes | 7 | 3 | 21 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 160 | ||
Contribution of Learning Outcomes to Programme Outcomes
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to identify problems and ask right questions | 5 |
| 2) | Having problem solving skills and developing necessary analytical attitude | 5 |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | 4 |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 4 |
| 5) | Applying theoretical concepts in project planning | 5 |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | 3 |
| 7) | Increasing efficiency rate in business environment | 4 |
| 8) | Developing innovative and creative solutions in face of uncertainty | 5 |
| 9) | Researching to gather information for understanding current threats and opportunities in business | 5 |
| 10) | Being aware of the effects of globalization on society and business while deciding | 4 |
| 11) | Possessing digital competence and utilizing necessary technology | 3 |
| 12) | Communicating in at least one foreign language in academic and daily life | 4 |
| 13) | Possessing managing skills and competence | 4 |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | 3 |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment | 4 |