TÜRKÇE
ENGLISH
Information
| Code | ENS207 |
| Name | Marketing Management |
| Term | 2023-2024 Academic Year |
| Semester | 3. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi Müfide NARLI |
| Course Instructor |
Prof. Dr. SERAP ÇABUK
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
It aims to use the theoretical and applied knowledge in this field by creating sufficient knowledge on marketing management, to manage the processes related to this subject, to take managerial decisions about this subject, to manage the marketing program in an integrated way, to apply the strategic marketing approach and to find solutions to the problems that may be encountered in marketing management.
Course Content
Theoretical and applied knowledge on marketing management
Course Precondition
none
Resources
Presentation slides and Kotler Amstrong 'Pazarlama İlkeleri' textbook
Notes
Philip Kotler 'Pazarlama 4.0', Optimist yayınevi
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Gains basic knowledge about the purpose of the marketing management course and the course. |
| LO02 | Introduction to marketing, learn the concept of marketing and the marketing process |
| LO03 | Learn the strategic marketing management approach |
| LO04 | Learn the factors affecting consumer behavior |
| LO05 | Understands how the consumer buying process works |
| LO06 | Gain knowledge of marketing information systems |
| LO07 | Learn when and how marketing research should be done |
| LO08 | Market segmentation learns what is target market identification and positioning, its importance and why it should be done |
| LO09 | It has been determined as the week of midterm exams. |
| LO10 | Learns the marketing mix elements by making a general introduction to the marketing mix (marketing mix in goods and services). |
| LO11 | Learns how to make managerial decisions about the marketing mix product (product) |
| LO12 | Learns how to make managerial decisions about marketing mix price |
| LO13 | Learns how to make managerial decisions about marketing mix distribution |
| LO14 | Learn how to make managerial decisions about marketing mix promotion |
| LO15 | Learns the effect of digital marketing in marketing management with current examples and practices |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Have sufficient knowledge of mathematics, science and related engineering disciplines; can use the theoretical and applied knowledge in these fields in complex engineering problems. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Acquire the ability to identify, define, formulate and solve complex Industrial Engineering problems; for this purpose, will have the ability to choose and apply appropriate analysis and modeling methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Design a complex system, process, device or product to meet specific requirements under realistic constraints and conditions; can apply modern design methods for this purpose. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Develops modern techniques and tools necessary for the analysis and solution of complex problems encountered in engineering applications, and has the ability to use information technologies effectively. | 1 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Have the ability to design experiments, collect data, analyze and interpret results for the investigation of complex engineering problems or discipline-specific research topics. | |
| PLO06 | Bilgi - Kuramsal, Olgusal | Have the ability to work effectively in disciplinary and multi-disciplinary teams or individually. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Ability to communicate effectively in Turkish orally and in writing; knowledge of at least one foreign language; have the ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Have the awareness of the necessity of lifelong learning; can follow the developments in science and technology and have the ability to constantly renew themselves. | 3 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Acts in accordance with ethical principles, has knowledge about the standards used in engineering applications with the awareness of professional and ethical responsibility. | |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Gain knowledge of business practices such as project management, risk management and change management; become aware of entrepreneurship and innovation. | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Gains knowledge about the effects of engineering practices on health, environment and safety in universal and social dimensions and the problems of the age reflected in the field of engineering and has awareness of the legal consequences of engineering solutions. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | They can benefit from the power of effective communication in their professional life and have the ability to interpret developments correctly. | 2 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Have the ability to design, develop, implement and improve integrated systems involving machine, time, information and money. | 2 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Have the ability to design, develop, implement and improve complex products, processes, businesses, systems by applying modern design methods, under realistic conditions and constraints such as cost, environment, sustainability, manufacturability, ethical, health, safety and political issues. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Purpose of the marketing management course and basic resource information about the course | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Introduction to marketing, marketing concept and marketing process | Textbook, oline research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Strategic marketing management approach in strategic management and marketing management | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Consumer behavior | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | Consumer purchasing process | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 6 | Marketing information systems | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | Marketing research | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Lecture presentation slides, textbook | Yöntem Seçilmemiş |
| 9 | Industrial markets and international markets | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 10 | Market segmentation, targeting and positioning | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 11 | General evaluation of the marketing mix approach | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 12 | Marketing mix product | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 13 | Marketing mix price | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 14 | Marketing mix distribution | Textbook, online research | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Marketing mix promotion | Textbook, online research | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 16 | Digital marketing | Textbook, online research | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 17 | Term Exams | Lecture presentation slides, textbook | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||