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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 Assoc.Prof. BÜLENT İLHAN
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
Define the basic concepts of economics, administrative and human sciences. (Bloom 1)
2
Evaluate the economic environment and overall sustainability of firms. (Bloom 4)

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate principles and concepts of economics and finance with other disciplines. (Bloom 4)
2
Define principles, concepts, methods and theories related with economics and finance. (Bloom 1)

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Interpret the charts and tables related to the field. (Bloom 2)

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the theoretical models of economic policies which have direct or indirect effects by using the facts and dynamics of the economic system.(Bloom 4)
2
Analyze economic and financial reports. ((bloom 4)
3
Use basic mathematics, statistics and econometric methods and tools to solve economic and financial problems. (Bloom 3)
4
Interpret the operation of current economic, political and social events by using institutional information related with Economics and Finance.(Bloom 2)

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Organize economic and financial activities in humanitarian and social terms with adherence to ethics. (Bloom 4).

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop a critical perspective on national and international economic, political, social, financial and development problems. (bloom 6)

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the agenda on economics, politics and social issues and improve himself/ herself. (bloom 6)

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze current issues and problems by using the structure and properties of Macro and Microeconomics and variables. (Bloom 4)
2
Evaluate the effectiveness of the general economic system and public policies and their effects on markets and basic economic variables.(Bloom 4)
3
Analyze the cause and effect relationships between the relevant economic variables. (Bloom 4)
4
Evaluate the expected trends and portfolio analyzes in interest and exchange rates within the framework of the general financial system. (Bloom 4)

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