TÜRKÇE
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Information
| Code | EMG23700 |
| Name | Marketing Management |
| Term | 2024-2025 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. SERAP ÇABUK |
| Course Instructor |
Prof. Dr. HİLAL İNAN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to make students capable of appyling marketing management methods to business world, to develop knowledge and capabilities of students on marketing and to guide them for marketing decisions through evaluating marketing oppourtunities and problems.
Course Content
This course consists of the subjects of definition and scope of marketing, consumer behavior, product, price, place and promotion.
Course Precondition
There are no prerequisites for the course.
Resources
Pazarlamaya Çağdaş Yaklaşım (2018) Serap Çabuk, Mehmet İ. Yağcı, Nobel Kitabevi.
Notes
Current and core academic articles.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Can learn the fundamentals of marketing research. |
| LO02 | Learn the factors that affect consumer behavior, decision mechanisms and buying decisions. |
| LO03 | Find out specifications of industrial markets and industrial buying behavior. |
| LO04 | Have knowledge about fundamentals and steps of effective market segmentation. |
| LO05 | Can determine environmental factors that may affect marketing decisions. |
| LO06 | Can develop and apply strategic marketing plan. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defining the basic functions of the business and explaining their relations with each other. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defining the basic theories and models of business management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Applying the models used in business management. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Evaluating the results of the models applied in business management in terms of different sectors. | 3 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | To be able to define business problems arising from internal and external environmental conditions and changes. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | To be able to solve basic business problems with analytical thinking ability. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | To be able to reach the most appropriate result by using numerical and statistical analysis programs in the solution of business problems. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Working effectively as a team member, taking responsibility individually and/or within the team. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Self-development by following current developments with the awareness of the continuity of learning in business life. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Synthesizing the information obtained by using different sources within the framework of academic rules. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | To be able to associate the knowledge gained in the field of business with the knowledge in different fields. | 3 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively presenting the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | 4 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Using terms and concepts in business terminology effectively in written and oral presentations. | 4 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | To act in accordance with ethical and legal issues encountered in the field of business administration and in different professional fields. | 3 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Identifying problems with a critical perspective and suggesting solutions. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | The Definition and Evolution of Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Strategic Planning and Marketing Process | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Marketing Environment | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Consumer Behavior and Decision Making | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Industrial Markets and Buying | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Market Targeting and Segmentation | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Product | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Services Marketing And Non-profit Organizations Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Marketing Channels and Distribution | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Promotion | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Advertising and Public Relations | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Sales Promotions and Personal Selling | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Pricing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Global Marketing and Online Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Studying for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 17 | Term Exams | Studying for exam | Öğretim Yöntemleri: Bireysel Çalışma |
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 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||