| Course Name | Marketing Management |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| ISL 505 | Fall | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | This course aims to enrich student understanding of marketing management by providing fundamental theoretical knowledge and successful contemporary marketing practices. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This lecture includes topics, such as, the evolution of marketing, marketing environment, consumer behavior, and target market definition, segmentation, positioning and marketing mix strategies. |
| Related Sustainable Development Goals | |
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| Core Courses | X |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the Course | |
| 2 | Defining Marketing and the Marketing Process | Kotler and Armstrong chp 1-2-3 |
| 3 | Understanding the Marketplace and Consumers | Kotler and Armstrong chp 5 |
| 4 | Identifying Market Segments and Targets | Kotler and Armstrong chp 7 |
| 5 | Identifying Market Segments and Targets (contd) | Kotler and Armstrong chp 7 |
| 6 | Holiday | |
| 7 | Applying the Concepts - Case Study 1 | |
| 8 | Midterm 1 | |
| 9 | Setting Product Strategy | Kotler and Armstrong chp 8-9 |
| 10 | Developing Pricing Strategies and Designing Marketing Channels | Kotler and Armstrong chp 10-11-12 |
| 11 | Integrated Marketing Communication Strategies | Kotler and Armstrong chp 14-15 |
| 12 | Applying the Concepts - Simulation Case Study 2 | |
| 13 | Midterm 2 | |
| 14 | Review and Make-ups | |
| 15 | Semester Review | |
| 16 | Final Exams |
| Course Notes/Textbooks | Philip Kotler, Gary Armstrong (2017), Principles of Marketing, 17th ed., Pearson Education,, ISBN-10: 1292220287, ISBN-13: 978-1292220284 Philip Kotler and Kevin Lane Keller, (2011) Marketing Management, 14th ed., Pearson Education, ISBN-10: 9780132102926, ISBN-13: 978-0132102926 |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 2 | 50 |
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 2 | 50 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 3 | 48 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 2 | 16 | |
| Presentation / Jury | |||
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 2 | 30 | |
| Final Exams | |||
| Total | 188 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to demonstrate general business knowledge and skills. | X | ||||
| 2 | To be able to demonstrate business communication skills effectively. | X | ||||
| 3 | To be able to deliver creative and innovative solutions to the business-related problems. | X | ||||
| 4 | To be able to evaluate the performance of business organizations through a holistic approach. | X | ||||
| 5 | To be able to lead their peers and companies for the achievement of business goals. | X | ||||
| 6 | To be able to perform well in teamwork projects and business tasks. | X | ||||
| 7 | To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions. | X | ||||
| 8 | To be able to solve business related problems using analytical and technological tools and techniques. | X | ||||
| 9 | To develop a solution to business problems through systematic research. | X | ||||
| 10 | To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
