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. KAMİL KAYA
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	Students define the concepts they learned and match them with their corresponding phenomena in the social world.
2	Students interpret concepts and theories taking into account their historical-cultural contexts.
3	Students compare sociological theories with reference to social problems.
4	Students distinguish the significance of ecological, social and economical sustainability for world’s future.
5	Students develop their knowledge on sustainability by the use of information and communication technologies.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students evaluate qualitative and quantitative data of sociological research studies.
2	Students analyse the complicated interactions between the social, cultural, political, economical and demographical phenomena of the global world.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students design a research by their acquired knowledge and experience.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research field study considering the principle of cultural relativity, scientific and ethical values.
2	Students efficiently apply the most suitable information and communication technologies in their studies.
3	Students use their knowledge on ecological, social and economical sustainability in all aspects of their lives.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research on problems which reflect on their fields in the global world undergoing rapid and profound change.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.
2	Students develop their knowledge and skills within the frame of scientific, technological and current developments via adopting the principle of lifelong learning.
3	Students act ethically impartial in their research studies.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students apply the principle of cultural relativity, scientific and ethical values with reference to sustainability throughout their studies in their careers.

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