GASTRONOMY (TURKISH) | |||||
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 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. |
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. |
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) | 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 |
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 |
Activities | Number of Activities | Workload |
Course Hours | 15 | 49 |
Homework Assignments | 8 | 8 |
Midterms | 11 | 22 |
Final | 12 | 83 |
Total Workload | 162 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | - Possess advanced level theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resources. | |
2) | Use of advanced theoretical and practical knowledge within the field. -Interpret and evaluate data, define and analyze problems, develop solutions based on research and proofs by using acquired advanced knowledge and skills within the field. | |
3) | Inform people and institutions, transfer ideas and solution proposals to problems in written and orally on issues in the field. - Share the ideas and solution proposals to problems on issues in the field with professionals and non-professionals by the support of qualitative and quantitative data. -Organize and implement project and activities for social environment with a sense of social responsibility. -Monitor the developments in the field and communicate with peers by using a foreign language at least at a level of European Language Portfolio B1 General Level. -Use informatics and communication technologies with at least a minimum level of European Computer Driving License Advanced Level software knowledge. | |
4) | Evaluate the knowledge and skills acquired at an advanced level in the field with a critical approach. -Determine learning needs and direct the learning. -Develop positive attitude towards lifelong learning. | |
5) | Act in accordance with social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field. - Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security. | |
6) | Conduct studies at an advanced level in the field independently. - Take responsibility both as a team member and individually in order to solve unexpected complex problems faced within the implementations in the field. - Planning and managing activities towards the development of subordinates in the framework of a project |