| ADVERTISING | |||||
| 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 | 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 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. |
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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. |
| The teaching methods of the course are Case Study, Technology-Enhanced Learning, Guest Speaker, Lecture, Implementation, Observation, Discussion, Problem Solving. 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) | 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 |
| 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. |
| 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 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Study Hours Out of Class | 13 | 6 | 78 |
| Project | 1 | 5 | 5 |
| Quizzes | 7 | 3 | 21 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 147 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media | 2 |
| 2) | To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management | |
| 3) | To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising | |
| 4) | To be able to follow and interpret innovations in the field of advertising | |
| 5) | To demonstrate a scientific perspective in line with the topics they are curious about in the field. | |
| 6) | To address and solve the needs and problems of the field through the developed scientific perspective | |
| 7) | To recognize and understand all the dynamics within the field of advertising | |
| 8) | To analyze and develop solutions to problems encountered in the practical field of advertising |