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 |
Assist.Prof. GÜLŞEN FİLAZOĞLU ÇOKLUK |
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 |
Use knowledge sources consisting of the most effective methods and up-to-date information, implementation of tools and materials about psychology and supporting disciplinaries.
(Blooms 3)
|
|
|
|
|
|
|
2 |
Determine problems in the field of psychology and solve them. (Blooms 3)
|
|
|
|
|
|
|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Discriminate between normal and abnormal behaviours. (Blooms 2)
|
|
|
|
|
|
|
2 |
Interpret psychology researches and report on them. (Blooms 3)
|
|
|
|
|
|
|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Relate between psychology and other social sciences on relations. (Blooms 4)
|
|
|
|
|
|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Apply psychological tests. (Blooms 3)
|
|
|
|
|
|
|
2 |
Integrate knowledge and skills gained on the theories of contemporary psychology in the phases of helping individuals. (Blooms 6)
|
|
|
|
|
|
|
3 |
Conduct several experiments in the field of psychology. (Blooms 6)
|
|
|
|
|
|
|
OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Collaborate with relevant organizations and individuals on the field studies. (Blooms 6)
|
|
|
|
|
|
|
OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Integrate developments in the field of psychology to the existing knowledge.
(Blooms 6)
|
|
|
|
|
|
|
2 |
Scientifically analyse human behaviours. (Blooms 4)
|
|
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Explain knowledge and ideas gained in the field fluently and apprehensibly in a written way and verbally. (Blooms 2)
|
|
|
|
|
|
|
2 |
Recognize individual, national and universal effects of problems in the field of psychology. (Blooms 2)
|
|
|
|
|
|
|
OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
Integrate computer software and hardware and statistics in the field of psychology to their studies. (Blooms 6)
|
|
|
|
|
|
|
2 |
Survey developments in informatics and communication technologies. (Blooms 4)
|
|
|
|
|
|
|
3 |
Support social projects in the field of psychology. (Blooms 5)
|
|
|
|
|
|
|
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 |
|