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 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
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


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
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 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.