Business Administration (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: | Compulsory Courses | ||||
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. |
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) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | ||||||||||||||
1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | 1 | 1 | 1 | 1 | 1 | 1 | ||||||||
2) They have knowledge and skills about different functions and interactions of the enterprise. | 1 | 1 | 1 | 1 | 1 | 1 | ||||||||
3) They can use different theoretical approaches to understanding and solving various business problems. | 1 | 1 | 1 | 1 | 1 | 1 | ||||||||
4) Being aware of the needs of society, they use business knowledge to meet these needs. | 2 | 3 | 1 | 3 | 2 | 3 | ||||||||
5) They have knowledge depthly about current problems of Turkey and Global Business World’s | 1 | 1 | 1 | 2 | 2 | |||||||||
6) They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | 1 | 3 | 2 | 3 | 2 | 2 | ||||||||
7) They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | ||||||||||||||
8) They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | 2 | 2 | 3 | 3 | 3 | 3 | ||||||||
9) They can develops teamwork, negotiation, leadership and entrepreneurship skills. | ||||||||||||||
10) They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | ||||||||||||||
11) They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | 1 | 1 | 2 | |||||||||||
12) They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | 1 | 1 | 1 | 1 | 1 | 3 | ||||||||
13) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution | |
1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | |
1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | 1 |
2) | They have knowledge and skills about different functions and interactions of the enterprise. | 1 |
3) | They can use different theoretical approaches to understanding and solving various business problems. | 1 |
4) | Being aware of the needs of society, they use business knowledge to meet these needs. | 2 |
5) | They have knowledge depthly about current problems of Turkey and Global Business World’s | 1 |
6) | They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | 3 |
7) | They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | |
8) | They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | 3 |
9) | They can develops teamwork, negotiation, leadership and entrepreneurship skills. | |
10) | They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | |
11) | They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | 1 |
12) | They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | 2 |
13) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
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 |