MARKETING MANAGEMENT PROGRAMME COURSE DESCRIPTION

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	Prof. ŞENOL DURGUN
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

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Define the basic concepts of economics, administrative and human sciences.
2	Explain the general structure, operation and public policy formation process of administration.
3	Relate the principles and rules of political behavior, behavior and leadership in organizations.
4	Relate the knowledge of ecological, economic and social sustainability with information related to the field.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use information about his / her field in professional life and everyday life.
2	Use information related to ecological, economic and social sustainability in professional life and everyday life.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret current political and administrative developments and the functioning of the democratic system by using the knowledge of political science and public administration.
2	Define the basic concepts of management, urbanization, environmental policies, political and legal sciences.
3	Relate professional knowledge of management, urbanization, environmental policies, politics and legal sciences to universal values

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Compare the administrative structures and country management models by using the theoretical knowledge in the field of political science and public.
2	Organize events between the public, private sector and voluntary organizations.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Collaborate with the people in the field of political science and public administration.
2	By using the accumulation of knowledge in political science and public administration; manage project, event and social responsibility activities.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze existing structures with a critical approach based on universal legal norms and administrative structures.
2	Apply the written and unwritten legal rules and ethical codes in his / her personal and professional life.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Improve himself/herself by following the political and administrative agenda and the written-oral work on the agenda.
2	Debate in the field of political science and public administration with different target groups in multicultural environments.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Taking advantage of the existing history and theoretical knowledge of the field; interpret and analyze current issues, events and problems.
2	Develop original plans and programs to guide the functioning of political and bureaucratic institutions.
3	Develop alternative public policy proposals in the construction and implementation of sustainable and effective public policies.
4	Design reform programs aimed at making and improving the functioning of political and administrative organizations.

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