Information Package
baskent.edu.tr

Master's of Business Administration without Thesis

MANZ570

MARKETING MANAGEMENT

Course Code
MANZ570
Semester
First Term (Fall)Second Term (Spring)
Theory+Practice
3 + 0
ECTS
10
Course TypeCompulsory Course
Course LevelMaster's Degree Without Thesis
Year of Study1
SemesterFirst Term (Fall)Second Term (Spring)
ECTS10
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Comprehend the importance of marketing in business functions.
  2. Develop marketing strategies and implement them in business life.
  3. Know marketing mix elements.
  4. Determine appropriate marketing strategies for consumer and industrial markets.
  5. Know marketing environment.
  6. To examine the effective factors on marketing strategies and provide an implication in business life.
  7. Know why strategic marketing planning is important.
  8. Know how to make SWOT analysis.
  9. Know strategies of product, price, promotion and place.
  10. Able to develop plans for marketing strategies.
  11. Know portfolio analysis.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsMAN 534 Consumer Behavior and MAN 533 Services Marketing
Course DescriptionMarketing 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 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 ReadingPhilip Kotler, Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, 2000.


Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
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 10 10
Preparation for Quiz
Individual or group work
Preparation for Final exam
Course hours
Preparation for Midterm exam
Laboratory (including preparation)
Final exam 1 20 20
Homework
Total Work Load30
Total Work Load / 30 (h)1
ECTS Credit of the Course10
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6 LO7 LO8 LO9 LO10 LO11
K1 X X X X
K2 X X X X
K3
K4 X X X
K5 X
K6 X X
K7
K8 X
K9 X X X
K10 X X
K11
K12 X X
K13
K14 X X
K15 X X X X
K16 X X