The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the
marketing environment.
Course Content
This course contains; Course Introduction, Marketing Concept,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Identifies and explain the important concepts in marketing.
10, 12, 13, 16, 37, 4, 9
A
2. Explain the marketing concept
10, 12, 13, 37, 4, 9
A, D, E, G
3. Explains components of marketing.
10, 12, 13, 37, 4, 9
A
4. Classify the types of markets.
10, 12, 13, 37, 4, 9
A, D, E, G
5. Develops managerial perspectives and analytical approach to solve different marketing problems.
10, 12, 13, 37, 4, 9
A
6. Compare micro and macro markets
10, 12, 13, 37, 4, 9
A, D, E, G
7. Evaluate organizational buying behavior.
10, 12, 13, 37, 4, 9
A, D, E, G
8. Evaluate consumer buying behavior.
10, 12, 13, 37, 4, 9
A, D, E, G
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, D: Oral Exam, E: Homework, G: Quiz
Course Outline
Order
Subjects
Preliminary Work
1
Course Introduction, Marketing Concept
Reading the shared article or relevant chapter from the book
2
External Marketing Environment
Reading the shared article or relevant chapter from the book
3
Marketing Research
Reading the shared article or relevant chapter from the book
4
Consumer Markets and Consumer Behavior
Reading the shared article or relevant chapter from the book
5
Business and International Markets
Reading the shared article or relevant chapter from the book
6
Market Segmentation, Targeting and Positioning
Reading the shared article or relevant chapter from the book
7
Product
Reading the shared article or relevant chapter from the book
8
Price and Promotion as Elements of Marketing Mix
Reading the shared article or relevant chapter from the book
9
Personal Sales and Sales Development
Reading the shared article or relevant chapter from the book
10
Advertising and PR
Reading the shared article or relevant chapter from the book
11
Internet Marketing and Direct Marketing
Reading the shared article or relevant chapter from the book
12
Distribution
Reading the shared article or relevant chapter from the book
13
Services Marketing
Reading the shared article or relevant chapter from the book
14
International Marketing
Reading the shared article or relevant chapter from the book
Resources
Notes, web sites, power point presentations. Mehmet Karafakioğlu, Pazarlama İlkeleri, Literatür Yayınları.
İsmet Mucuk, Pazarlama İlkeleri, Türkmen Kitabevi.
İbrahim Kırcova, İnternette Pazarlama, Beta Yayınevi
Pazarlama Yönetimi - Philip Kotler, Beta Yayınevi
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field
X
2
To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business.
X
3
Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses.
X
4
Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments
X
5
Solving the problems encountered in business theory and practice by using research methods specific to the field of Business.
X
6
Independently carry out a study that requires expertise in the field of Business Management and its sub-disciplines.
X
7
Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines.
X
8
Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines.
X
9
Developing positive attitudes towards lifelong learning and turning them into behavior
X
10
To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field.
X
11
Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary.
X
12
Advanced use of information and communication technologies along with computer software at the level required by the Business Management field.
X
13
Internalizing information regarding Business Management fields and sub-disciplines by considering social, scientific and ethical values in the processes of acquiring, processing and evaluating.
X
14
Developing and teaching others the honesty, justice and ethics required to be a Senior Manager.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
50
Rate of Final Exam to Success
50
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
3
14
42
Guided Problem Solving
5
10
50
Resolution of Homework Problems and Submission as a Report
2
10
20
Term Project
2
5
10
Presentation of Project / Seminar
1
15
15
Quiz
1
5
5
Midterm Exam
1
10
10
General Exam
1
20
20
Performance Task, Maintenance Plan
1
5
5
Total Workload(Hour)
177
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(177/30)
6
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
MARKETING MANAGEMENT
-
Fall Semester
3+0
3
6
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
Second Cycle (Master's Degree)
Course Type
Required
Course Coordinator
Assist.Prof. Burcu İNCİ
Name of Lecturer(s)
Assistant(s)
Aim
The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the
marketing environment.
Course Content
This course contains; Course Introduction, Marketing Concept,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Identifies and explain the important concepts in marketing.
10, 12, 13, 16, 37, 4, 9
A
2. Explain the marketing concept
10, 12, 13, 37, 4, 9
A, D, E, G
3. Explains components of marketing.
10, 12, 13, 37, 4, 9
A
4. Classify the types of markets.
10, 12, 13, 37, 4, 9
A, D, E, G
5. Develops managerial perspectives and analytical approach to solve different marketing problems.
10, 12, 13, 37, 4, 9
A
6. Compare micro and macro markets
10, 12, 13, 37, 4, 9
A, D, E, G
7. Evaluate organizational buying behavior.
10, 12, 13, 37, 4, 9
A, D, E, G
8. Evaluate consumer buying behavior.
10, 12, 13, 37, 4, 9
A, D, E, G
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, D: Oral Exam, E: Homework, G: Quiz
Course Outline
Order
Subjects
Preliminary Work
1
Course Introduction, Marketing Concept
Reading the shared article or relevant chapter from the book
2
External Marketing Environment
Reading the shared article or relevant chapter from the book
3
Marketing Research
Reading the shared article or relevant chapter from the book
4
Consumer Markets and Consumer Behavior
Reading the shared article or relevant chapter from the book
5
Business and International Markets
Reading the shared article or relevant chapter from the book
6
Market Segmentation, Targeting and Positioning
Reading the shared article or relevant chapter from the book
7
Product
Reading the shared article or relevant chapter from the book
8
Price and Promotion as Elements of Marketing Mix
Reading the shared article or relevant chapter from the book
9
Personal Sales and Sales Development
Reading the shared article or relevant chapter from the book
10
Advertising and PR
Reading the shared article or relevant chapter from the book
11
Internet Marketing and Direct Marketing
Reading the shared article or relevant chapter from the book
12
Distribution
Reading the shared article or relevant chapter from the book
13
Services Marketing
Reading the shared article or relevant chapter from the book
14
International Marketing
Reading the shared article or relevant chapter from the book
Resources
Notes, web sites, power point presentations. Mehmet Karafakioğlu, Pazarlama İlkeleri, Literatür Yayınları.
İsmet Mucuk, Pazarlama İlkeleri, Türkmen Kitabevi.
İbrahim Kırcova, İnternette Pazarlama, Beta Yayınevi
Pazarlama Yönetimi - Philip Kotler, Beta Yayınevi
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field
X
2
To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business.
X
3
Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses.
X
4
Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments
X
5
Solving the problems encountered in business theory and practice by using research methods specific to the field of Business.
X
6
Independently carry out a study that requires expertise in the field of Business Management and its sub-disciplines.
X
7
Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines.
X
8
Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines.
X
9
Developing positive attitudes towards lifelong learning and turning them into behavior
X
10
To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field.
X
11
Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary.
X
12
Advanced use of information and communication technologies along with computer software at the level required by the Business Management field.
X
13
Internalizing information regarding Business Management fields and sub-disciplines by considering social, scientific and ethical values in the processes of acquiring, processing and evaluating.
X
14
Developing and teaching others the honesty, justice and ethics required to be a Senior Manager.
