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. TUĞBA AKMAN KAPLAN
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 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

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to identify the main characteristics of literary movements such as modernism, postmodernism, and postcolonialism during the process of analysing a literary text verbally or in an essay.
2	The graduate will be able to relate language structure to its functions in a literary text.
3	The graduate will be able to explain and generate ideas on literary texts or visual work such as films.
4	The graduate will be able to identify the language and the writing style of a wide range of authors, poets, and playwrights from different periods.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to explain the key terms and concepts associated with language, literature, and culture.
2	The graduate will be able to historically categorise various centuries or periods of time such as the Renaissance or the 20th century according to the literary, theoretical, social, and political developments reflected in literary texts.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to compare and contrast characteristics of different literary genres.
2	The graduate will be able to interpret literary works produced in various cultures with different ethnical background.
3	The graduate will be able to compare and contrast different periods of time such as the Middle Ages and the Victorian Era in accordance with their distinctive literary, theoretical, social, and political background verbally or in an essay.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to apply literary theories and develop argument of their own in the process of writing a research paper.
2	The graduate will be able to formulate a sophisticated argument/thesis in compliance with the ethical requirements needed to avoid plagiarism during the process of writing a research paper.
3	The graduate will be able to apply research skills to gather, organise, and present information skills in a research paper.
4	The graduate will be able to employ translation methods while translating a text from English to Turkish or vice versa.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to organise occupational and academic activities including meeting, seminars, and conferences.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to determine his or her own learning requirements and goals to develop sustainable attitude towards life-long learning.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to develop effective oral and written communication skills in English.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The graduate will be able to appraise and criticise development of the social rights, democracy, social justice, gender and racial identity, cultural and ethical values.

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