| International Trade and Business (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. |
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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) Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics, | 1 | 1 | 1 | 1 | 2 | 1 | |||||||
| 2) Possess the knowledge and skills related to different functions and interactions of international business and trade. | 2 | ||||||||||||
| 3) Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods. | |||||||||||||
| 4) Use different theoretical approaches to understanding and solving various business and trade problems. | 1 | 1 | 1 | 1 | 1 | ||||||||
| 5) Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment. | |||||||||||||
| 6) Understands the value of developing new trade projects and generating strategies within international market needs. | 2 | ||||||||||||
| 7) Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively. | |||||||||||||
| 8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | 2 | 2 | 3 | 3 | 3 | 3 | |||||||
| 9) Develops teamwork, negotiation, leadership and entrepreneurship skills. | |||||||||||||
| 10) Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge. | |||||||||||||
| 11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. | 1 | ||||||||||||
| 12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. | 2 | ||||||||||||
| 13) Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field. | |||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics, | 1 |
| 2) | Possess the knowledge and skills related to different functions and interactions of international business and trade. | 1 |
| 3) | Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods. | |
| 4) | Use different theoretical approaches to understanding and solving various business and trade problems. | 1 |
| 5) | Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment. | |
| 6) | Understands the value of developing new trade projects and generating strategies within international market needs. | 1 |
| 7) | Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively. | |
| 8) | Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | 3 |
| 9) | Develops teamwork, negotiation, leadership and entrepreneurship skills. | |
| 10) | Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge. | |
| 11) | Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. | 1 |
| 12) | Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. | 1 |
| 13) | Uses information and communication technologies together with computer software at the advanced level of European Computer Using 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 | ||||||