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Course Name : Marketing Management
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Degree: Bachelor
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Code
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Year/Semester
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Local Credits
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ECTS Credits
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Course Implementation, Hours/Week
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Course
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Tutorial
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Laboratory
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UİT 311
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1/1 (Fall)
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3
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5
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3
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-
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Department
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Department of International Management and Trade
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Instructors
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Asst. Prof. Tutku Eker İşcioğlu
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Contact Information
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e-mail: teiscioglu@pirireis.edu.tr
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Office Hours
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Tuesday 13:30- 15:30
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Web page
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Course Type
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Compulsory
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Course Language
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English
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Course Prerequisites
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Course Category by Content, %
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Basic Sciences
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Engineering Science
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Engineering Design
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Humanities
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Course Description
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The elements of marketing analysis that are at the core of making strategic marketing decisions; major marketing activities and decisions; strategic marketing planning; collecting and analyzing marketing information; developing competitive advantage and strategic focus; customers, segmentation, target marketing; product decisions, pricing decisions, distribution decisions, integrated marketing communications decisions; analytical approach in diagnosing real-life marketing problems.
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Course Objectives
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The goal of the course is to inform students about marketing strategies and activities in order to develop skills in marketing management within the framework of the modern marketing approach.
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Course Learning Outcomes
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Students who pass from UİT 311 successfully will be able to:
- Define the basic marketing concepts and strategies and the areas that they are used.
- Make needs analysis in order to provide necessary information for strategic decisions to be made.
- Analyze the rapidly changing internal and external environmental conditions and thus, offer appropriate strategic and tactical decisions in line with company resources.
- Segment the market in line with marketing objectives, select target consumers and develop appropriate targeting strategies.
- Design, implement, evaluate and control effective marketing mix strategies.
- Show appropriate ethical behaviors for the long-term well-being of society while implementing marketing programs and strategies.
- Develop skills to manage inter-group conflict and different opinions while undertaking group project and presentations.
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Instructional Methods and Techniques
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Lecture, Question-Answer, Discussion, Exercise and Practice, Case Study, Project-Based Learning
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Tutorial Place
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-
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Co-term Condition
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-
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Textbook
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Marketing Management, Philip Kotler and Kevin Lane Keller, 2016, Global edition, 15e, Prentice Hall
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Other References
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Principles of Marketing, Philip Kotler and Gary Armstrong, 2017, Global edition, 13e, Prentice Hall
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Homework & Projects
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Students will be provided with study questions, reading papers and case studies to ensure that they follow the course development and prepare for the examinations. In addition, they will be required to develop and present a project where they will identify marketing activities of a company operating in the TR.
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Laboratory Work
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Computer Use
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Other Activities
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