ARTIFICIAL INTELLIGENCE ENGINEERING
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	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)	Have sufficient background in mathematics, science and artificial intelligence engineering.
2)	Use theoretical and applied knowledge in the fields of mathematics, science and artificial intelligence engineering together for engineering solutions.
3)	Identify, define, formulate and solve engineering problems, select and apply appropriate analytical methods and modeling techniques for this purpose.
4)	Analyse a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods in this direction.
5)	Select and use modern techniques and tools necessary for engineering applications.
6)	Design and conduct experiments, collect data, and analyse and interpret results.
7)	Work effectively both as an individual and as a multi-disciplinary team member.
8)	Access information via conducting literature research, using databases and other resources
9)	Follow the developments in science and technology and constantly update themself with an awareness of the necessity of lifelong learning.
10)	Use information and communication technologies together with computer software with at least the European Computer License Advanced Level required by their field.
11)	Communicate effectively, both verbal and written; know a foreign language at least at the European Language Portfolio B1 General Level.
12)	Have an awareness of the universal and social impacts of engineering solutions and applications; know about entrepreneurship and innovation; and have an awareness of the problems of the age.
13)	Have a sense of professional and ethical responsibility.
14)	Have an awareness of project management, workplace practices, employee health, environment and work safety; know the legal consequences of engineering practices.