Code |
Name of the Course Unit |
Semester |
In-Class Hours (T+P) |
Credit |
ECTS Credit |
ISL340 |
MARKETING MANAGEMENT |
5 |
3 |
3 |
5 |
GENERAL INFORMATION |
Language of Instruction : |
Turkish |
Level of the Course Unit : |
BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
Type of the Course : |
Elective |
Mode of Delivery of the Course Unit |
- |
Coordinator of the Course Unit |
Assoc.Prof. SARP BAĞCAN |
Instructor(s) of the Course Unit |
|
Course Prerequisite |
No |
OBJECTIVES AND CONTENTS |
Objectives of the Course Unit: |
Marketing Management course aims to introduce the basic concepts of marketing management to students, examine and argue the problem they will face in business life whom they will get in and to get them offer solutions with analytical approach. |
Contents of the Course Unit: |
Basic marketing concepts, strategic marketing planning, SWOT Analysis, Industry Analysis PESTEL Analysis, market segmentations, target marketing, developing tactics within the framework of 4P. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
Define functions of marketing management |
Define the concepts like SWOT and PESTEL and use these analysis. |
Describe factors of marketing mix in detail |
Explain the steps of marketing planning. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
Week |
Preparatory |
Topics(Subjects) |
Method |
1 |
Relevant chapters of the coursebook |
Basic concepts of marketing - 1 |
Lecturing, presentation |
2 |
Relevant chapters of the coursebook |
Basic concepts of marketing - 2 |
Lecturing, presentation |
3 |
Relevant chapters of the coursebook |
Strategic Marketing Planning |
Lecturing, presentation |
4 |
Relevant chapters of the coursebook |
SWOT - PESTEL and Industry Analysis |
Lecturing, presentation |
5 |
Relevant chapters of the coursebook |
Market segmentation |
Lecturing, presentation |
6 |
Relevant chapters of the coursebook |
Target market selection |
Lecturing, presentation |
7 |
Relevant chapters of the coursebook |
Review before mid-term |
Lecturing, presentation |
8 |
- |
MID-TERM EXAM |
- |
9 |
Relevant chapters of the coursebook |
Product and Brand Decisions |
Lecturing, presentation |
10 |
Relevant chapters of the coursebook |
Price and pricing decisions |
Lecturing, presentation |
11 |
Relevant chapters of the coursebook |
Distribution (place) decisions |
Lecturing, presentation |
12 |
Relevant chapters of the coursebook |
Retail, wholesaler and logistics |
Lecturing, presentation |
13 |
Relevant chapters of the coursebook |
Promotion and marketing communication |
Lecturing, presentation |
14 |
Relevant chapters of the coursebook |
Advertising, PR, sales and sales development |
Lecturing, presentation |
15 |
Relevant chapters of the coursebook |
Review before final |
Lecturing, presentation |
16 |
- |
FINAL EXAM |
- |
17 |
- |
FINAL EXAM |
- |
SOURCE MATERIALS & RECOMMENDED READING |
Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual. Prentice-hall. |
Islamoglu, A. H. (1999). Pazarlama yonetimi: stratejik ve global yaklasim. Beta Publications AS. |
Tenekecioglu, B. (2007). Pazarlama Yonetimi (No. 1478). Anadolu University. |
ASSESSMENT |
Assessment & Grading of In-Term Activities |
Number of Activities |
Degree of Contribution (%) |
Description |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES
KNOWLEDGE |
Theoretical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Describe basic communication theories with the knowledge gained in public relations and publicity.
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|
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2 |
List the main features of communication in items.
|
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|
3 |
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
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|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
|
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|
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|
|
2 |
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
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|
3 |
Tell the basic concepts of public relations and advertising in detail.
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|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Analyze and evaluate social events at national and international level in the light of current debates.
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|
|
2 |
Use the leadership, communication and presentation skills in occupational events.
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|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
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|
2 |
Write press releases for the purpose of introducing the institution he/she works at or owns.
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3 |
Create communication programs within the public relations and advertising campaign.
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OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
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|
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OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Evaluate the planning processes of past communication programs, public relations and advertising practices.
|
|
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Use communication techniques in the right place, environment and time.
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OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Plan communication programs in the awareness of ethical values in the professional work.
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
Workload for Learning & Teaching Activities |
Type of the Learning Activites |
Learning Activities (# of week) |
Duration (hours, h) |
Workload (h) |
Lecture & In-Class Activities |
14 |
3 |
42 |
Preliminary & Further Study |
14 |
2 |
28 |
Land Surveying |
0 |
0 |
0 |
Group Work |
0 |
0 |
0 |
Laboratory |
0 |
0 |
0 |
Reading |
12 |
2 |
24 |
Assignment (Homework) |
9 |
1 |
9 |
Project Work |
0 |
0 |
0 |
Seminar |
0 |
0 |
0 |
Internship |
0 |
0 |
0 |
Technical Visit |
0 |
0 |
0 |
Web Based Learning |
0 |
0 |
0 |
Implementation/Application/Practice |
0 |
0 |
0 |
Practice at a workplace |
0 |
0 |
0 |
Occupational Activity |
0 |
0 |
0 |
Social Activity |
0 |
0 |
0 |
Thesis Work |
0 |
0 |
0 |
Field Study |
0 |
0 |
0 |
Report Writing |
0 |
0 |
0 |
Final Exam |
1 |
1 |
1 |
Preparation for the Final Exam |
1 |
10 |
10 |
Mid-Term Exam |
1 |
1 |
1 |
Preparation for the Mid-Term Exam |
1 |
10 |
10 |
Short Exam |
0 |
0 |
0 |
Preparation for the Short Exam |
0 |
0 |
0 |
TOTAL |
53 |
0 |
125 |
|
Total Workload of the Course Unit |
125 |
|
|
Workload (h) / 25.5 |
4,9 |
|
|
ECTS Credits allocated for the Course Unit |
5,0 |
|