MKTZ501
MARKETING MANAGEMENT
- Course Code
- MKTZ501
- Semester
- First Term (Fall)
- Theory+Practice
- 3 + 0
- ECTS
- 10
| Course Type | Compulsory Course |
|---|
| Course Level | Master's Degree Without Thesis |
|---|
| Year of Study | 1 |
|---|
| Semester | First Term (Fall) |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Comprehend the importance of marketing in business functions.
- Know marketing mix elements.
- Know marketing environment.
- Know portfolio analysis.
- Know how to make SWOT analysis.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | The basic topics in this course are; principles of marketing management, basic marketing approaches, decision-making processes, market segmentation, target market selection, positioning and marketing mix elements. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Marketing: Managing Profitable Customer Relations |
|
2nd Week |
Company and the Marketing Strategy |
|
3rd Week |
The Marketing Environment |
|
4th Week |
Managing Marketing Information |
|
5th Week |
Consumer Markets and Consumer Buyer Behavior |
|
6th Week |
Business Markets, Segmentation, Targeting and Positioning |
|
7th Week |
Product, Services and Branding Strategies |
|
8th Week |
Mid-term examination |
|
9th Week |
Pricing Considerations and Approaches |
|
10th Week |
Pricing Strategies |
|
11th Week |
Marketing Channels and Supply Chain Management |
|
12th Week |
Integrated Marketing Communication Strategy |
|
13th Week |
Advertising, Sales Promotion and Public Relations, Personal Selling and Direct Marketing |
|
14th Week |
Creating Competitive Advantage |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Philip Kotler, Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, 2000. |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Attendance |
1 |
10 |
| Presentation of Article |
1 |
10 |
| Presentation of Case Study |
1 |
20 |
| Total(%) |
|
70 |
| Contribution of In-term Studies to Overall Grade(%) |
|
70 |
| Contribution of Final Examination to Overall Grade(%) |
|
30 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
2 |
40 |
80 |
| Preparation for Final exam |
1 |
30 |
30 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
30 |
30 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
4 |
30 |
120 |
| Total Work Load | 306 |
| Total Work Load / 30 (h) | 10.2 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
Programme Qualifications / Learning Outcomes
|
LO1 |
LO2 |
LO3 |
LO4 |
LO5 |
| K1 |
X |
|
|
|
|
| K2 |
|
|
|
|
|
| K3 |
|
X |
|
X |
|
| K4 |
X |
X |
|
X |
X |
| K5 |
|
|
|
|
|
| K6 |
|
|
|
|
|
| K7 |
|
|
X |
|
|
| K8 |
|
|
|
|
|
| K9 |
X |
|
|
|
|
| K10 |
|
|
|
|
|
