| Course Type | Elective Course |
|---|
| Course Level | Master's Degree Without Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 8 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Comprehend the importance of marketing in business functions.
- Develop marketing strategies and implement them in business life.
- Know marketing mix elements.
- Determine appropriate marketing strategies for consumer and industrial markets.
- Know marketing environment.
- To examine the effective factors on marketing strategies and provide an implication in business life.
- Know why strategic marketing planning is important.
- Know how to make SWOT analysis.
- Know strategies of product, price, promotion and place.
- Able to develop plans for marketing strategies.
- Know portfolio analysis.
|
| Mode of Delivery | E-Learning |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | MAN 534 Consumer Behavior and MAN 533 Services Marketing |
|---|
| Course Description | Marketing is regarded as one of the main functions of business. In this course, marketing concept, marketing system, pricing, product, distribution channels, promotion, marketing research, market segmentation and market analysis are analyzed. |
|---|
| 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 |
Assignment |
|
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 |
|
| 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 (%) |
| Assignment |
1 |
20 |
| Total(%) |
|
20 |
| Contribution of In-term Studies to Overall Grade(%) |
|
20 |
| Contribution of Final Examination to Overall Grade(%) |
|
80 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
|
|
|
| Preparation for Quiz |
|
|
|
| Individual or group work |
1 |
60 |
60 |
| Preparation for Final exam |
1 |
80 |
80 |
| Course hours |
14 |
1 |
14 |
| Preparation for Midterm exam |
|
|
|
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
25 |
25 |
| Homework |
1 |
30 |
30 |
| Project |
1 |
30 |
30 |
| Total Work Load | 239 |
| Total Work Load / 30 (h) | 7.96 |
| ECTS Credit of the Course | 8 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
