INTERNATIONAL FINANCE | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
BA3560 | Marketing Management | Spring Fall |
3 | 0 | 3 | 6 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | English |
Type of course: | Non-Departmental Elective |
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 Dr. Öğr. Üyesi 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. |
The students who have succeeded in this course; The students who have succeeded in this course; 1. Knowing the basic concepts of marketing, recognizes marketing problems, develops solutions, and can communicate in written and oral form. 2. Identifies ethical and legal implications of marketing decisions 3. Knows how to develop a marketing plan incorporating all the elements (market segmentation, target audience selection, positioning, and marketing mix elements) and understands the strategic implications of each element 4. Can evaluate marketing based sustainable and core competitive advantages by analyzing global and local competition. |
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. |
Week | Subject | Related Preparation |
1) | Defining Marketing for The 21st Century Strategic Planning and The Marketing Management Process | |
2) | Marketing Research: Process and Systems for Decision Making | |
3) | Consumer Behavior | |
4) | Business, Government and Institutional Buying | |
5) | Market Segmentation, Targeting and Positioning | |
6) | Product and Brand Strategy | |
7) | New Product planning and Development | |
8) | Integrated Marketing Communications | |
9) | Personal Selling, Relationship Building and Sales Management | |
10) | Distribution Strategy | |
11) | Pricing Strategy | |
12) | The Marketing of Services | |
13) | Global Marketing | |
14) | Overview and presentations |
Course Notes / Textbooks: | J. Paul Peter and James H. Donnelly, Jr.( 2009), Marketing Management, 10th Edition,McGraw-Hill International edition |
References: | •Philip Kotler, Kevin Keller (2009), Marketing Management, 13th Edition, Prentice Hall •Case assignments |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 10 |
Quizzes | 6 | % 10 |
Homework Assignments | 10 | % 10 |
Presentation | 10 | % 10 |
Project | 15 | % 15 |
Midterms | 20 | % 20 |
Final | 25 | % 25 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
Total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 15 | 49 |
Homework Assignments | 8 | 8 |
Midterms | 11 | 22 |
Final | 12 | 83 |
Total Workload | 162 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To correctly identify the problems and to be able to ask the correct questions | 2 |
2) | To have the ability for problem solving and to utilize analytical approach in dealing with the problems of finance | 1 |
3) | To understand and grasp the full details of theoretical arguments and counter arguments | 2 |
4) | To be fully prepared for a graduate study in finance and to have lifelong learning awareness | 2 |
5) | To be able to apply theoretical principles of finance to the realities of practical business life | 1 |
6) | To develop solutions for managerial problems by understanding the requirements of international financial markets | 2 |
7) | To think innovatively and creatively in complex situations | 3 |
8) | To be able to make decisions both locally and internationally by knowing the effects of globalization on business and social life | 2 |
9) | To have the competencies of the digital age and to use the necessary financial applications | 2 |
10) | To be able to use at least one foreign language both for communication and academic purposes | 1 |
11) | To understand the importance of business ethics and to take decisions by knowing the legal and ethical consequences of their activities in the academic world and business life | 2 |
12) | To develop an objective criticism in business and academic life and having a perspective to self-criticize | 2 |