Course Name: Marketing Management

Degree: Graduate

Code

Year/Semester

Local Credits

ECTS Credits

Course Implementation, Hours/Week

Course

Tutorial

Laboratory

MBA 521

2017/Spring

3

6

3

0

0

Department

MBA

Instructors

Dr. Lect. Tutku Eker İscioğlu

Contact Information

teiscioglu@pirireis.edu.tr

Office Hours

Thursday 10:00-12:00

Web page

-

Course Type

Compulsory

Course Language

Turkish

Course Prerequisites

  -

Course Category by Content, %

Basic Sciences

Engineering Science

Engineering Design

Humanities

Course Description

Marketing management is the analysis, planning, implementation and supervision of programs oriented to make the desired changes with the target customers. Regarding this definition, students will have the knowledge of strategic marketing planning, strategic analysis and market opportunities, competition and positioning strategies, marketing mix strategies (product, pricing, distribution, communication) and will be able to apply this information through a team project.

Course Objectives

To develop a managerial perspective regarding the marketing function in various markets. To provide a framework for using managerial decision making and analyzing market opportunities.

Course Learning Outcomes

1. Can solve the marketing problems by using scientific methods, interpreting data and results.
2. Analyzes product strategies applied by businesses using theoretical and practical knowledge gained in the main areas of marketing.
3. Analyzes pricing strategies applied by businesses using theoretical and practical knowledge gained in key areas of marketing.
4. Analyzes distribution strategies applied by businesses using theoretical and practical knowledge gained in the main areas of marketing.
5. Analyzes communication strategies applied by businesses using theoretical and practical knowledge gained in the main areas of marketing.
6. Proposes alternative marketing policies and strategies for businesses.
7. The administrative and managerial skills of preparing  project can be developed

Instructional Methods and Techniques

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

Tutorial Place

-

Co-term Condition

-

Textbook

PAZARLAMA YÖNETİMİ, Prof.Dr. Ahmet Hamdi İslamoğlu, 2014, Beta Yayınları

Other References

GÜNCEL PAZARLAMA YÖNETİMİ, Prof. Dr. M. Nakip , Prof. Dr. İ. Varinli,  Doç. Dr. M. Gülmez, 2012

Homework & Projects

Group Project

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

3

100

Effects of Midterm on Grading, %

60

Effects of Final on Grading, %

40

TOTAL

100

ECTS/

WORKLOAD TABLE

Activities

Count

Hours

Total

Workload

Lecture

13

3

39

Midterm

1

30

30

Quiz

Homework

Term Paper/Project

1

30

30

Laboratory Work

Practices

Tutorial

Seminar

Presentation

1

5

5

Field Study

Final Exam

1

40

40

Total Workload

144

Total Workload/25

5,76

Course ECTS Credits

6

Week

Topics

Course Outcomes

1

Introduction to marketing management.

-

2

Market segmentation, targeting and positioning, case studies.

I, VII

3

Strategic planning and marketing planning, case studies.

I, VII

4

Competition, case studies.

I, VII

5

Markets and consumer behavior, case studies.

I, VII

6

Marketing research and marketing information systems, case studies.

I, VII

7

Midterm

8

Product policies, case studies.

I, II, VI, VII

9

Pricing policies, case studies.

I, III, VI, VII

10

Distribution policies, case studies.

I, IV, VI, VII

11

Integrated marketing communication policies (advertising, sales promotion), case studies

I, V, VI, VII

12

Integrated marketing communication policies (public relations, direct marketing, personal selling), case studies

I, V, VI, VII

13

Term project presentations

I-VII

14

Review

I-VII

Program Outcomes

Level of Contribution

1

2

3

a

Has the contemporary and up-to-date information about the field of business that can be used in professional life and has theoretical knowledge applicable in the literature.

X

b

Comprehends the strategic, tactical and operational dimensions of business management.

X

c

Can make predictions about the field and be innovative.

X

d

Can transform the theoretical knowledge obtained into conceptual and cognitive knowledge; with this knowledge has the ability to independently perform and execute a business in the chosen career field.

X

e

Has the ability to collect, interpret and analyze data that is related to the conceptual and cognitive knowledge developed in conjunction with the specialization and has the ability to use this information to execute and direct the projects and activities related to the field.

X

f

Has the ability to monitor business practices and technological innovations and adapt them to managerial problems.

X

g

Can take responsibility in projects and work related to the field, show leadership behavior and suggest solutions.

X

h

Has interpersonal and teamwork competencies.

X

i

Has the ability to evaluate and use strategies that may be effective in the negotiation process.

X

j

Is aware of the importance of rapid change and lifelong learning.

X

k

Has professional ethics and responsibility in the collection, interpretation, implementation and announcement of results related to the field.

X

l

Can use and manage Microsoft Office software programs related to the area, use information and communication technologies.

X

m

Has effective verbal and written communication related to the field.

X

Course

Outcomes

I

II

III

IV

V

VI

VII

Programme Outcomes

a

b

c

d

e

f

g

h

i

j

k

l

m

Prepared by

Dr. Lect. Tutku Eker İşcioğlu

Date

25/09/2017

Signature