Hospitality Management International Joint Master's Program with Thesis
HMAN511
IMARKETING MANAGEMENT
Course Code
HMAN511
Semester
First Term (Fall)
Theory+Practice
2 + 0
ECTS
2
Course Type
Compulsory Course
Course Level
Master's Degree With Thesis
Year of Study
1
Semester
First Term (Fall)
ECTS
2
Name of Lecturer(s)
-
Learning Outcomes
At the end of this course, the students;
Understand the importance of the marketing function for businesses.
Master marketing terminology and gain knowledge about marketing practices.
Gain analytical thinking skills to identify and solve problems related to application in the field of marketing.
Understand how marketing strategies are created and how tactics are determined for them
Mode of Delivery
Face to face
Prerequisites
No
Recommended Optional Programme Components
Course Description
This course focuses on the importance of the marketing function, which is one of the business functions, for businesses. The course covers marketing definition, marketing environment, marketing research, market segmentation, target market selection, positioning, marketing plan and marketing strategies consisting of product price, distribution and promotion elements.
Course Contents
WEEK
TOPICS
1st Week
Marketing Definition and Introduction
2nd Week
Marketing Definition and Marketing Understanding
3rd Week
Marketing Environment
4th Week
Marketing Management, Strategic Planning and Relationship Between Marketing Planning,
5th Week
Business Strategies
6th Week
Marketing Information System and Research
7th Week
Market Segmentation, Target Market, Differentiation and Positioning
8th Week
MIDTERM
9th Week
Consumer Market 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
PROJECT PRESENTATION
14th Week
PROJECT PRESENTATION
Recommended or Required Reading
Kotler, P. and Armstrong, G. (2009) Principles of Marketing. 13th Edition, Pearson, Englewood Cliff
Planned Learning Activities and Teaching Methods
Lecture
Discussion
Questions/Answers
Case Study
Practice
Project
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(%)
