BA3560 Marketing ManagementBahçeşehir UniversityDegree Programs INTERNATIONAL FINANCEGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
INTERNATIONAL FINANCE
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
Fall
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: 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.

Learning Outcomes

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.

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) 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

Sources

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

Evaluation System

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

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 15 49
Homework Assignments 8 8
Midterms 11 22
Final 12 83
Total Workload 162

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) 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