Information Package
baskent.edu.tr

Program of Business Administration

İŞL106

MARKETING MANAGEMENT

Course Code
İŞL106
Semester
Second Term (Spring)
Theory+Practice
3 + 0
ECTS
3
Course TypeCompulsory Course
Course LevelAssociate Degree
Year of Study1
SemesterSecond Term (Spring)
ECTS3
Name of Lecturer(s) -
Learning Outcomes

At the end of this course, the students;

  1. Explain to marketing, marketing environment, strategic planning
  2. Explain to marketing information system and marketing research
  3. Explain to consumer markets, industrial market and international market and consumer behavior
  4. Explain to market segments, target market selection and demand forecast
  5. Explain to marketing mix
  6. Explains the concept of distribution channels
  7. Explains the concept of service marketing
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNo
Course DescriptionEmphasizing the importance of the marketing function in all areas of life for businesses, the course aims to teach the definition and principles of marketing, the environment and role of marketing, market research, processes applied in selecting the target market, internet and direct marketing, and service marketing.
Course Contents
WEEK TOPICS
1st Week Definition, Scope, Development of Marketing, Marketing Concept and New Trends
2nd Week Marketing Environment, Strategic Planning and the Role of Marketing
3rd Week Marketing Research
4th Week Consumer Markets and Consumer Behavior
5th Week Industrial Markets and International Markets
6th Week Market Segmentation, Targeting, Positioning and Sales Forecasting
7th Week Product
8th Week Midterm Exam
9th Week Price
10th Week Promotion
11th Week Personal Selling, Sales Development, Advertising, Public Relations
12th Week Internet Marketing, Direct Marketing
13th Week Distribution
14th Week Service marketing
Recommended or Required Reading1. İsmet MUCUK. Pazarlama İlkeleri. 20.Baskı, Türkmen Kitabevi (Zorunlu)
2. Ö.TORLAK, R.ALTUNIŞIK ve Ş.ÖZDEMİR. Pazarlama İlkeleri ve Yönetimi. Sözcü Kitabevi.
3. R.ALTUNIŞIK, Ş.ÖZDEMİR ve Ö.TORLAK.Modern Pazarlama, 4.Baskı, Değişim Yayınları
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Questions/Answers
  • Problem Solving
  • Presentation
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 1 14
Preparation for Final exam 1 25 25
Course hours 14 3 42
Preparation for Midterm exam 1 15 15
Laboratory (including preparation)
Final exam 1 1 1
Homework
Total Work Load98
Total Work Load / 30 (h)3.26
ECTS Credit of the Course3
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6 LO7
K1 X X X X X X X
K2
K3
K4
K5
K6
K7 X
K8
K9 X
K10
K11 X X X
K12 X X X X X
K13