| Economics (English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | MNG303 | ||||
| Course Name: | Marketing Management | ||||
| Semester: | Fall | ||||
| Course Credits: |
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| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental Elective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. ALPASLAN KELLECİ | ||||
| Course Lecturer(s): | Alpaslan Kelleci, Faculty Member, PhD | ||||
| Course Assistants: |
| Course Objectives: | This course aims to: 1. Introduce the core marketing concepts. 2. Inform students on developing marketing strategies and plans, identifying market segments and targets, positioning of brands, and competing and growing using marketing management. 3. Explore the marketing mix elements of product, price, distribution and promotion. 4. Examine the major themes in international marketing management and managing a holistic marketing organization for the long run. 5. Enable students to carry out research, prepare, and present a project on the topics of the course as member of a team. |
| Course Content: | This course is designed to inform students about the concepts and practices in marketing of goods and services in contemporary businesses. The course informs students about marketing strategies and plans, market segments and targets, positioning of a brand, and marketing mix elements of product, price, distribution and promotion. The course also examines the major themes in international marketing management, competing and growing using marketing management, and managing a holistic marketing organization for the long run. |
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The students who have succeeded in this course;
1) On successful completion of this course, the students will be able to; Explain core marketing concepts. 2) Describe the activities of development of marketing strategies and plans, identification of market segments and targets, and positioning of brands. 3) Analyze how organizations compete and grow using marketing management. 4) Identify the major decisions to be made in the marketing mix elements of product, price, distribution, and promotion. 5) Outline the major issues in international marketing management and managing a holistic marketing organization for the long run. 6) Carry out research, prepare, and present a project on the topics of the course as member of a team. |
| Week | Subject | Related Preparation |
| 1) | Introduction to Marketing | |
| 2) | Marketing Strategies and Plans | |
| 3) | Identifying Market Segments and Targets | |
| 4) | Crafting the Brand Positioning | |
| 5) | Addressing Competition and Driving Growth-1 | |
| 6) | Addressing Competition and Driving Growth-2 | |
| 7) | Marketing Mix: Product Decisions | |
| 8) | Marketing Mix: Pricing Decisions | |
| 9) | Marketing Mix: Distribution Decisions | |
| 10) | Marketing Mix: Promotion Decisions-1 | |
| 11) | Marketing mix: Promotion Decisions-2 | |
| 12) | International Marketing Management | |
| 13) | Presentation of Projects | |
| 14) | Presentation of Projects | |
| 15) | Final exam week | |
| 16) | Final exam week |
| Course Notes / Textbooks: | Kotler, P., & Keller, K. L. (2016). Marketing Management (Global Edition) (15th ed.). Essex, England: Pearson Education Limited. |
| References: | Kotler, P., & Keller, K. L. (2016). Marketing Management (Global Edition) (15th ed.). Essex, England: Pearson Education Limited. |
| Course Learning Outcomes | 1 |
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| Program Outcomes | |||||||||||||
| 1) They have a broad and interdisciplinary perspective on economics using other social sciences and mathematics. | |||||||||||||
| 2) They have knowledge and skill about different functions and interactions of economy. | |||||||||||||
| 3) They use different theoretical approaches to comprehend and solve various economic problems. | |||||||||||||
| 4) They are aware of the needs of society and use their knowledge of economics to meet these needs. | |||||||||||||
| 5) They have in-depth knowledge on the current issues of the Turkish economy and the global economy. | |||||||||||||
| 6) They have in-depth knowledge on the history of the Turkish economy and basic level knowledge on the history of the global economy. | |||||||||||||
| 7) Using various statistical techniques and numerical methods, they establish correct economic models and make analyzes by using statistical programs effectively. | |||||||||||||
| 8) They use a foreign language at least at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | |||||||||||||
| 9) They improve their skills of teamwork, negotiation, leadership and entrepreneurship. | |||||||||||||
| 10) They have universal ethical values, social responsibility awareness and adequate knowledge of business law. | |||||||||||||
| 11) Being able to develop positive attitudes with regards to lifelong learning, they identify their individual learning needs and carry out studies to fulfil them. | |||||||||||||
| 12) They express their ideas and solution proposals concerning their field both written and orally, and present and publish them on both national and international platforms. | |||||||||||||
| 13) They use information and communication technologies together with a computer software required by the field at least at advanced level of European Computer Driving License . | |||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | They have a broad and interdisciplinary perspective on economics using other social sciences and mathematics. | |
| 2) | They have knowledge and skill about different functions and interactions of economy. | |
| 3) | They use different theoretical approaches to comprehend and solve various economic problems. | |
| 4) | They are aware of the needs of society and use their knowledge of economics to meet these needs. | 1 |
| 5) | They have in-depth knowledge on the current issues of the Turkish economy and the global economy. | |
| 6) | They have in-depth knowledge on the history of the Turkish economy and basic level knowledge on the history of the global economy. | |
| 7) | Using various statistical techniques and numerical methods, they establish correct economic models and make analyzes by using statistical programs effectively. | |
| 8) | They use a foreign language at least at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | 3 |
| 9) | They improve their skills of teamwork, negotiation, leadership and entrepreneurship. | |
| 10) | They have universal ethical values, social responsibility awareness and adequate knowledge of business law. | |
| 11) | Being able to develop positive attitudes with regards to lifelong learning, they identify their individual learning needs and carry out studies to fulfil them. | 1 |
| 12) | They express their ideas and solution proposals concerning their field both written and orally, and present and publish them on both national and international platforms. | 1 |
| 13) | They use information and communication technologies together with a computer software required by the field at least at advanced level of European Computer Driving License . |
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 1 | % 5 |
| Project | 1 | % 25 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 0 | 3 | 42 | |||
| Study Hours Out of Class | 14 | 0 | 1 | 14 | |||
| Presentations / Seminar | 1 | 4 | 4 | ||||
| Project | 1 | 0 | 12 | 12 | |||
| Midterms | 1 | 20 | 1 | 21 | |||
| Final | 1 | 30 | 2 | 32 | |||
| Total Workload | 125 | ||||||