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MARKETING MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
BUS340 MARKETING MANAGEMENT 5 3 3 5

GENERAL INFORMATION

Language of Instruction : English
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 Assist.Prof. ÇAĞLA TUĞBERK ARIKER
Instructor(s) of the Course Unit Assist.Prof. ÇAĞLA TUĞBERK ARIKER
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 analysis 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
Define the theories, concepts and principles of the basic and sub-fields of business.
5
2
Explain business functions and processes based on current scientific sources.
4

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate internationally valid business cases with the theories and concepts of other social sciences.
3

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has.
5

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the theoretical and factual knowledge in business for occupational practices.
4
2
Solve individual and organizational problems in business life.
5
3
Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan research and work using knowledge and skills gained in the field of business.
4
2
Organize the activities for organizational goals and purposes independently.
4

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Criticize advanced knowledge and skills in the field with a critical approach.
4
2
Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.
1

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Express his/her knowledge, thoughts and solutions on business to related stakeholders in written and verbal ways.
2
2
Use the information and communication technology software and equipment required for business.
0

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Apply the social, scientific, cultural and ethical values at the stages of collection of data, their implementation, interpretation and announcement of results in the field of business.
2
2
Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.
3

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