Information Package
baskent.edu.tr

Program of International Trade (Turkish)

TBF252

MARKETING MANAGEMENT

Course Code
TBF252
Semester
Fourth Term (Spring)
Theory+Practice
3 + 0
ECTS
4
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterFourth Term (Spring)
ECTS4
Name of Lecturer(s) -
Learning Outcomes

At the end of this course, the students;

  1. Define the concept of marketing and developments in marketing understanding.
  2. Explain the process of marketing management and strategic planning.
  3. Describe and interpret the marketing environment.
  4. Know the methods of marketing research.
  5. Explain the concepts of market segmentation, positioning, and target market.
  6. Learn the concept of products and strategies.
  7. Understand the concept of price and pricing strategies.
  8. Identify distribution strategies and intermediaries in distribution channels.
  9. Learn about promotion and the elements of the promotional mix.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course emphasizes the importance of the marketing function for businesses. The course covers topics such as the definition of marketing, the marketing environment, marketing research, market segmentation, target market selection, positioning, marketing plans, and strategies related to product, price, distribution, and promotion.
Course Contents
WEEK TOPICS
1st Week Definition of marketing and introduction
2nd Week Definition of marketing and marketing concepts
3rd Week Marketing environment
4th Week Marketing management, strategic planning, and their relationship
5th Week Business strategies
6th Week Marketing information systems and research
7th Week Market segmentation, target market, differentiation, and positioning
8th Week Midterm exam
9th Week Consumer markets and consumer buying behavior
10th Week Organizational markets and buying behavior
11th Week Customer value, customer loyalty, and customer relationship management
12th Week Product strategy: innovation and new product development
13th Week Pricing strategy and distribution strategies
14th Week Promotion strategies
Recommended or Required ReadingKorkmaz, S., Eser, Z., & Öztürk, S. A. (2022). Pazarlama: Kavramlar, ilkeler, kararlar (4th ed.). Siyasal Kitabevi.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Questions/Answers
  • Project
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Total(%) 40
Contribution of In-term Studies to Overall Grade(%) 40
Contribution of Final Examination to Overall Grade(%) 60
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz
Individual or group work 14 2 28
Preparation for Final exam 1 30 30
Course hours 13 3 39
Preparation for Midterm exam 1 20 20
Laboratory (including preparation)
Final exam 1 1 1
Homework
Total Work Load119
Total Work Load / 30 (h)3.96
ECTS Credit of the Course4
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6 LO7 LO8 LO9
K1
K2
K3 X X X X X X X X X
K4
K5
K6
K7
K8
K9
K10