| NEW MEDIA | |||||
| 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 | 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 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 be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication. | |
| 2) | To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level. | |
| 3) | To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them. | |
| 4) | To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends. | |
| 5) | To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner. | |
| 6) | To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents. | |
| 7) | To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content. | |
| 8) | To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit. | |
| 9) | To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication. | |
| 10) | To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels. |