Course Name : Marketing Management

Degree: Bachelor

Code

Year/Semester

Local Credits

ECTS Credits

Course Implementation, Hours/Week

Course

Tutorial

Laboratory

UİT 311

3/5 (Fall)

3

5

3

-

Department

Department of International Management and Trade

Instructors

Asst. Prof. Tutku Eker İşcioğlu

Contact Information

e-mail: teiscioglu@pirireis.edu.tr

Office Hours

Friday 10:30- 12:30

Web page

Course Type

 Compulsory

Course Language

English

Course Prerequisites

Course Category by Content, %

Basic Sciences

Engineering Science

Engineering Design

Humanities

Course Description

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.

Course Objectives

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.

Course Learning Outcomes

Students who pass from UİT 311 successfully will be able to:

1. Define the basic marketing concepts and strategies and the areas that they are used.
2. Analyze the rapidly changing internal and external environmental conditions and thus, offer appropriate strategic and tactical decisions in line with company resources.
3. Segment the market in line with marketing objectives, select target consumers and develop appropriate targeting strategies.
4. Design, implement, evaluate and control effective marketing mix strategies.
5. Develop skills to manage inter-group conflict and different opinions while undertaking group project and presentations.

Instructional Methods and Techniques

Lecture, Question-Answer, Discussion, Exercise and Practice, Case Study, Project-Based Learning

Tutorial Place

-

Co-term Condition

-

Textbook

Marketing Management, Philip Kotler and Kevin Lane Keller, 2016, Global edition, 15e, Prentice Hall

Other References

Principles of Marketing, Philip Kotler and Gary Armstrong, 2017, Global edition, 13e, Prentice Hall

Homework & Projects

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 TR. 

Laboratory Work

Computer Use

Other Activities

Assessment Criteria

Activities

Quantity

Effects on Grading, %

Attendance

Midterm

1

30

Quiz

Homework

Term Paper/Project

1

30

Laboratory Work

Practices

Tutorial

Seminar

Presentation

Field Study

Final Exam

1

40

TOTAL

100

Effects of Midterm on Grading, %

60

Effects of Final on Grading, %

40

TOTAL

100

Week

Topics

Course Outcomes

1

Defining Marketing for the 21st Century

I

2

Developing Marketing Strategies and Plans; Gathering Information and Scanning the Environment

II

3

Dealing with Competition

II

4

Analyzing Consumer Markets and Business Markets

III

5

Identifying Market Segments and Targets; Creating Brand Equity

III

6

Setting Product and Branding Decisions

I-IV

7

Midterm Exam

I-IV

8

Developing Pricing Decisions

I-IV

9

Designing and Managing Integrated Marketing Channels

I-IV

10

Designing and Managing Integrated Marketing Communications

I-IV

11

Designing and Managing Integrated Marketing Communications

I-IV

12

Social Marketing

I-IV

13

Group Project Presentations

V

14

Review

I-V

Program Outcomes

Level of Contribution

1

2

3

a

To be able to benefit from the basic disciplines of international business and trade (economics, business, law) and to have fundamental knowledge of these disciplines.

X

b

To be able to evaluate and interpret data, concepts and ideas in the field of international business and trade with scientific methods.

X

c

To obtain the ability to analyze international economic and trade developments, identify problems, express opinions and present solutions to problems in the organization.

X

d

To be able to comprehend the necessity of international competition and the unique business practices of different countries.

X

e

To be fully aware of the requirements of international (consumer and industrial goods) markets and be able to develop and decide strategies in finance, management, production and marketing, especially in times of crisis affecting international business environment.

X

f

To be able to foresee the processes and results of the decisions to be taken and the projects to be implemented, to take into account the cause - effect relationships and to develop a strategic approach.

X

g

To be able to focus on continuous improvement, take responsibility and be innovative in the area.

X

h

To be able to have leadership and management competencies that a manager and entrepreneur should have working at the international level.

X

i

To be able to work in teams, make horizontal and vertical communication based on professional sharing and interaction with experts in other fields, as well as having the ability to make intercultural communication.

X

j

To be able to use information and communication technologies along with the computer software at the level required by the field.

X

k

To be able to use information systems and software used in international trade operations and data analysis in addition to using computers.

X

l

To have the knowledge of at least B2 level English within the scope of European Language Portfolio Independent User and to use these qualities in verbal and written communication.

X

m

To act in accordance with social, scientific, cultural and ethical values and with the consciousness of social responsibility in various fields of international trade.

X

Program Outcomes

Level of Contribution

1

2

3

a

Having the ability to apply business, economics, law, logistics, transportation and maritime knowledge to maritime business management problems.

X

b

To be able to interpret and analyze the data related to maritime management and management, to be able to define the problems and to have the ability to bring up solution proposals.

X

c

Having the ability to identify, research and solve maritime business management problems.

X

d

Having the ability to communicate effectively and verbally.

X

e

To have planning, implementation and control skills in line with business functions and objectives in maritime businesses.

X

f

To have the ability to apply the information required by the legal, social and environmental aspects of all transportation operations connected with the business and maritime transport.

X

g

Within the scope of international, national and social maritime businesses, customers, users, stakeholders; having the ability to implement maritime business solutions taking into account the priorities of efficiency, efficiency, quality, safety, security and environment.

X

h

Ability to collect data on maritime transport and to develop strategies and plans.

X

i

Having the ability to use and develop contemporary business management techniques.

X

j

Obtaining creativity, interrogation, self-confidence, entrepreneurship and leadership qualities.

X

k

Having a universal, social, international, national and individual vision.

X

l

To have the ability to conduct multidisciplinary team work.

X

m

To have quality values.

X

Program Outcomes

Level of Contribution

1

2

3

a

To use concepts and theories related to different basic functions of business, to analyze and solve related process problems.

X

b

As managers of the business, making decisions using appropriate analytical and quantitative techniques.

X

c

Having research skills on how to obtain the necessary resources to evaluate and solve business problems.

X

d

When adapting  information technology applications, be aware of relevant environmental, social and ethical rules

X

e

Using a foreign language and communicating verbally and in writing with colleagues from all over the world to follow new developments in business, management and information.

X

f

To demonstrate teamwork and leadership skills required in business environment and project management.

X

g

For information technology applications - for interdisciplinary work that can combine social and technical areas - to produce and analyze strategies that will improve operational efficiency, improve creativity and innovation.

X

h

Identify software, hardware, infrastructure, database and communication requirements according to business requirements, design the necessary components, make the selection, manage the system.

X

i

To create a project plan for an information system project, to analyze and document the necessary needs, to dominate the systematic database analysis, design and implementation stages, to give technical and managerial contributions, to take responsibility and to manage effectively.

X

j

To know programming and database logic and to use a modern programming language.

X

k

To have mastery of administrative / functional applications of enterprise information systems. To have knowledge about types of enterprise software, software selection and purchase decision, to plan and manage software development processes.

X

Program Outcomes

Level of Contribution

1

2

3

a

To have advanced knowledge in related fields of logistics and transportation.

X

b

Able to work effectively with multidisciplinary teams or individually in national and international logistics and transportation areas both in theoretical and applied scope. 

X

c

Able to identify, define, formulate and solve problems with theoretical and applied transportation and logistics knowledge.

X

d

Able to communicate oral and written effectively with logistics and transportation stakeholders, and can use a foreign language minimum B1 level in European Language Portfolio.

X

e

To have advanced competence on general, logistics, and transportation information technologies.

X

f

To have knowledge about logistics and transportation principles, policies, and legislations.

X

g

To have knowledge about corporate governance, legal framework, business practices and environmental effects with professional and ethical responsibility

X

h

Able to access information by searching text, visual and digital resources, and be able to use this information for interpreting and analyzing data, identifying problems, and offering solutions.

X

i

Able to use the theoretical and practical knowledge that learned from logistics and transportation companies with business management techniques.

X

j

Able to develop the project in logistics and transportation area, and can take responsibility and act as coordinator or participant as an individual or group member in accordance with project goals.

X

Dersin Çıktıları

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Program

Çıktıları

a. 

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b. 

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 X

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e. 

 X

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f. 

X 

g.

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h. 

X 

i. 

X

j.

k.

l. 

 X

X 

X 

X 

 X

m.

 X

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 X

Dersin Çıktıları

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Program

Çıktıları

a. 

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b. 

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c. 

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d. 

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i. 

 X

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l. 

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m.

Dersin Çıktıları

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Program

Çıktıları

a. 

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e. 

 X

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i. 

j.

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m.

Dersin Çıktıları

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Program

Çıktıları

a. 

X

b. 

X

c. 

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X

X

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d. 

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e. 

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f. 

g.

h. 

X

i. 

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j.

X

Prepared by

Asst. Prof. Tutku Eker İşcioğlu

Date

19.07.2019

Signature