The course is an introduction to marketing language and focuses on learning to build sensitive marketing strategies that meet consumer needs. The course content handles the fundamental principles of marketing as well as the organizational and the social functions of it. Topics include market segmentation, product development, promotion, distribution, and pricing. The purpose of the marketing management course is to provide students with the opportunity to examine market conditions, marketing problems and business issues to achieve possible solutions and to model business decisions.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Kemal Özkan Yılmaz
Course Assistant(s)
None
Schedule
Tuesday,13:00-15:50, A-503, Basın Ekspres Campus
Office Hour(s)
By appointment
Teaching Methods and Techniques
- Lecturing, discussion.
Principle Sources
- Course notes compiled by the course instructor.
- Kotler, P., Keller, K. L. (2016). A Framework for Marketing Management. USA: Pearson Education, Inc.
Other Sources
Various materials and articles about Marketing Management.
Course Schedules
Week
Contents
Learning Methods
1. Week
Defining marketing for the new realities
- Eclectic, lecturing, discussion
2. Week
Analysing consumer and business markets
- Eclectic, lecturing, discussion
3. Week
Identifying market segments and targets
- Eclectic, lecturing, discussion
4. Week
Crafting the brand positioning and competing effectively
- Eclectic, lecturing, discussion
5. Week
Crafting the brand positioning and competing effectively
- Eclectic, lecturing, discussion
6. Week
Setting product strategy and introducing new offerings
- Eclectic, lecturing, discussion
7. Week
Mid-Term Exam
Mid-Term Exam
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Setting product strategy and introducing new offerings
- Eclectic, lecturing, discussion
10. Week
Developing pricing strategies and programs
- Eclectic, lecturing, discussion
11. Week
Designing and managing integrated marketing channels
- Eclectic, lecturing, discussion
12. Week
Managing mass communications: advertising, sales promotions, events and experiences, and public relations
- Eclectic, lecturing, discussion
13. Week
Managing digital communications: online, social media, and mobile
- Eclectic, lecturing, discussion
14. Week
Managing marketing responsibly in the global economy
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students recognize the significance of marketing in a business, how marketing relates to other business functions, and the importance of marketing in society today.
LO-2
Students analyse the marketing strategies for existing products and services.
LO-3
Students pick, evaluate and identify a target market for a chosen product or service.
LO-4
Students apply contemporary marketing theories to meet the needs of companies and managerial demand.
LO-5
Students interpret complex marketing challenges and issues with the use of applicable ethical behavior theories, principles and methods.
