Repeating and synthesizing fundamental knowledge in the field of marketing and transforming it into structural results to support the decision-making process in the field of marketing management.
Course Content
This course contains; Marketing Strategy: Basic Concepts,Environmental Factors Affecting Marketing,Global Socio-Cultural Environment,Competitive Advantages and Strategies in the Markets,Market Selection Decisions and Entry Strategies,Marketing Information Systems and Marketing Planning,Branding Strategies,Brand Positioning in Global and Multicultural Markets,Product Development and Innovation for Markets,Advertising Strategies,Sales Management Strategies,Pricing Process in Markets,Distribution Strategy in Markets and Global Logistics.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Expresses the basic issues related to marketing.
10, 13, 16, 9
A
1.1. Explains the marketing concept.
10, 13, 16, 9
A
1.2. Classifies market types.
10, 13, 16, 9
A
1.3. Compare micro and macro markets.
10, 13, 16, 9
A
2. Organizes the general perspective that will solve the problems that marketing managers may encounter.
10, 13, 16, 9
A
2.1. Evaluates consumer buying behavior.
10, 13, 16, 9
A
2.2. Evaluates organizational buying behavior.
10, 13, 16, 9
A
2.3. Plans market segmentation
10, 13, 16, 9
A
3. Explains the marketing environment factors.
10, 13, 16, 9
A
3.1. Explains the actors of the micro marketing environment.
10, 13, 16, 9
A
3.2. Explains the actors of the macro marketing environment.
10, 13, 16, 9
A
3.3. Defines types of reactions to environmental factors.
10, 13, 16, 9
A
4. Explains the marketing mix components.
10, 13, 16, 9
A
4.1. Explains product component.
10, 13, 16, 9
A
4.2. Explains price component.
10, 13, 16, 9
A
4.3. Explains place component.
10, 13, 16, 9
A
4.4. Explain promotion component.
10, 13, 16, 9
A
5. Explains the concept and components of marketing information system.
10, 13, 16, 9
A
5.1. Explains the concept of marketing information system.
10, 13, 16, 9
A
5.2. Explains customer insight concept.
10, 13, 16, 9
A
5.3. Explains marketing information system and types of data collection for marketing decision-making.
10, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Marketing Strategy: Basic Concepts
2
Environmental Factors Affecting Marketing
Studying the previous week's content
3
Global Socio-Cultural Environment
4
Competitive Advantages and Strategies in the Markets
5
Market Selection Decisions and Entry Strategies
Studying the previous week's content
6
Marketing Information Systems and Marketing Planning
7
Branding Strategies
9
Brand Positioning in Global and Multicultural Markets
10
Product Development and Innovation for Markets
Studying the previous week's content
11
Advertising Strategies
Studying the previous week's content
12
Sales Management Strategies
Studying the previous week's content
13
Pricing Process in Markets
Studying the previous week's content
14
Distribution Strategy in Markets and Global Logistics
Studying the previous week's content
Resources
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong. 2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller,Alexander Chernev 3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler
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
1
Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses.
X
1
Independently carrying out a study that requires expertise in the field of Business Management and its sub-disciplines.
X
1
Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines.
X
1
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
1
Internalizing information regarding Business Management fields and sub-disciplines by taking into consideration social, scientific and ethical values in the processes of acquiring, processing and evaluating.
X
2
Developing and teaching the understanding of honesty, justice and ethics required to be a Senior Manager.
X
2
Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary.
X
2
Developing positive attitudes towards lifelong learning and transforming them into behavior.
X
2
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
2
Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments
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
Advanced use of information and communication technologies along with computer software at the level required by the field of Business Management.
X
3
Solving the problems encountered in business theory and practice by using research methods specific to the field of Business.
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
42
126
Guided Problem Solving
0
0
0
Resolution of Homework Problems and Submission as a Report
0
0
0
Term Project
0
0
0
Presentation of Project / Seminar
0
0
0
Quiz
0
0
0
Midterm Exam
4
10
40
General Exam
9
10
90
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
256
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(256/30)
9
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
BUSY1113583
Fall Semester
3+0
3
9
Course Program
Perşembe 15:30-16:15
Perşembe 16:30-17:15
Perşembe 17:30-18:15
Prerequisites Courses
Recommended Elective Courses
Language of Course
English
Course Level
Second Cycle (Master's Degree)
Course Type
Elective
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Fatih PINARBAŞI
Assistant(s)
Aim
Repeating and synthesizing fundamental knowledge in the field of marketing and transforming it into structural results to support the decision-making process in the field of marketing management.
Course Content
This course contains; Marketing Strategy: Basic Concepts,Environmental Factors Affecting Marketing,Global Socio-Cultural Environment,Competitive Advantages and Strategies in the Markets,Market Selection Decisions and Entry Strategies,Marketing Information Systems and Marketing Planning,Branding Strategies,Brand Positioning in Global and Multicultural Markets,Product Development and Innovation for Markets,Advertising Strategies,Sales Management Strategies,Pricing Process in Markets,Distribution Strategy in Markets and Global Logistics.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Expresses the basic issues related to marketing.
10, 13, 16, 9
A
1.1. Explains the marketing concept.
10, 13, 16, 9
A
1.2. Classifies market types.
10, 13, 16, 9
A
1.3. Compare micro and macro markets.
10, 13, 16, 9
A
2. Organizes the general perspective that will solve the problems that marketing managers may encounter.
10, 13, 16, 9
A
2.1. Evaluates consumer buying behavior.
10, 13, 16, 9
A
2.2. Evaluates organizational buying behavior.
10, 13, 16, 9
A
2.3. Plans market segmentation
10, 13, 16, 9
A
3. Explains the marketing environment factors.
10, 13, 16, 9
A
3.1. Explains the actors of the micro marketing environment.
10, 13, 16, 9
A
3.2. Explains the actors of the macro marketing environment.
10, 13, 16, 9
A
3.3. Defines types of reactions to environmental factors.
10, 13, 16, 9
A
4. Explains the marketing mix components.
10, 13, 16, 9
A
4.1. Explains product component.
10, 13, 16, 9
A
4.2. Explains price component.
10, 13, 16, 9
A
4.3. Explains place component.
10, 13, 16, 9
A
4.4. Explain promotion component.
10, 13, 16, 9
A
5. Explains the concept and components of marketing information system.
10, 13, 16, 9
A
5.1. Explains the concept of marketing information system.
10, 13, 16, 9
A
5.2. Explains customer insight concept.
10, 13, 16, 9
A
5.3. Explains marketing information system and types of data collection for marketing decision-making.
10, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Marketing Strategy: Basic Concepts
2
Environmental Factors Affecting Marketing
Studying the previous week's content
3
Global Socio-Cultural Environment
4
Competitive Advantages and Strategies in the Markets
5
Market Selection Decisions and Entry Strategies
Studying the previous week's content
6
Marketing Information Systems and Marketing Planning
7
Branding Strategies
9
Brand Positioning in Global and Multicultural Markets
10
Product Development and Innovation for Markets
Studying the previous week's content
11
Advertising Strategies
Studying the previous week's content
12
Sales Management Strategies
Studying the previous week's content
13
Pricing Process in Markets
Studying the previous week's content
14
Distribution Strategy in Markets and Global Logistics
Studying the previous week's content
Resources
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong. 2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller,Alexander Chernev 3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler
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
1
Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses.
X
1
Independently carrying out a study that requires expertise in the field of Business Management and its sub-disciplines.
X
1
Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines.
X
1
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
1
Internalizing information regarding Business Management fields and sub-disciplines by taking into consideration social, scientific and ethical values in the processes of acquiring, processing and evaluating.
X
2
Developing and teaching the understanding of honesty, justice and ethics required to be a Senior Manager.
X
2
Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary.
X
2
Developing positive attitudes towards lifelong learning and transforming them into behavior.
X
2
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
2
Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments
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
Advanced use of information and communication technologies along with computer software at the level required by the field of Business Management.
X
3
Solving the problems encountered in business theory and practice by using research methods specific to the field of Business.
