| BUSINESS ADMINISTRATION | |||||
| 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 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Must Course |
| Course Level: | Bachelor |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. ELİF OKAN |
| Course Lecturer(s): |
Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Prof. Dr. İPEK ALTINBAŞAK FARİNA Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN Prof. Dr. ELİF OKAN |
| 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; 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: | 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 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | 6 | % 10 |
| Homework Assignments | 10 | % 10 |
| Presentation | 10 | % 10 |
| Project | 15 | % 15 |
| Seminar | % 0 | |
| Midterms | 20 | % 20 |
| Preliminary Jury | % 0 | |
| Final | 25 | % 25 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 15 | 49 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | 8 | 8 | |
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 11 | 22 | |
| Paper Submission | |||
| Jury | |||
| Final | 12 | 83 | |
| Total Workload | 162 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to identify problems and ask right questions | 5 |
| 2) | Having problem solving skills and developing necessary analytical attitude | 5 |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | 4 |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 4 |
| 5) | Applying theoretical concepts in project planning | 5 |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | 3 |
| 7) | Increasing efficiency rate in business environment | 4 |
| 8) | Developing innovative and creative solutions in face of uncertainty | 5 |
| 9) | Researching to gather information for understanding current threats and opportunities in business | 5 |
| 10) | Being aware of the effects of globalization on society and business while deciding | 4 |
| 11) | Possessing digital competence and utilizing necessary technology | 3 |
| 12) | Communicating in at least one foreign language in academic and daily life | 4 |
| 13) | Possessing managing skills and competence | 4 |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | 3 |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment | 4 |