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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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

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: Subject, scope and development of marketing management, marketing information system, marketing research, strategic planning and marketing management processes will be discussed.

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
Interpret marketing management strategies
Describe factors of marketing mix in detail
Solve the problems faced in the process of marketing management

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Relevant chapters of the coursebook Marketing management process Lecturing
2 Relevant chapters of the coursebook Organization in Marketing Lecturing
3 Relevant chapters of the coursebook Directionality in Marketing Lecturing
4 Relevant chapters of the coursebook Mission, Goal and Objectives Lecturing, samples
5 Relevant chapters of the coursebook Marketing researches Lecturing, samples
6 Relevant chapters of the coursebook Macro and Micro Environmental Factors Lecturing, samples
7 Relevant chapters of the coursebook Industrial Consumer Lecturing
8 - MID-TERM EXAM -
9 Relevant chapters of the coursebook Product Decisions Lecturing
10 Relevant chapters of the coursebook New Product Development Process Lecturing
11 Relevant chapters of the coursebook Expansion Strategies Lecturing
12 Relevant chapters of the coursebook Brand Management Strategies Lecturing
13 Relevant chapters of the coursebook Audition and Control in Marketing Lecturing, samples
14 Relevant chapters of the coursebook Ethics in Marketing Lecturing, samples
15 Relevant chapters of the coursebook Case Study Analysis Samples
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
Describe basic communication theories with the knowledge gained in public relations and publicity.
2
List the main features of communication in items.
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
3
Tell the basic concepts of public relations and advertising in detail.

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
2
Use the leadership, communication and presentation skills in occupational events.

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
3
Create communication programs within the public relations and advertising campaign.

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.

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