Iğdır University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
213300004126	MARKETING MANAGEMENT	Elective	2	4	5

Level of Course Unit

Short Cycle

Objectives of the Course

Aims to acquisition of the information that essential for planning and managing activities about marketing

Name of Lecturer(s)

Öğr.Gör. Murat YILMAZ

Learning Outcomes

1	To be able to explain the customer, competitor and other environmental elements with examples
2	To be able to explain the marketing strategies which is essential for businesses
3	To be able to explain business management process with marketing-focused viewpoint
4	To be able to show the basic marketing structure of businesses and the relations between them
5	To be able to distinguish ethical and unethical behaviors in the marketing management process

Mode of Delivery

Daytime Class

Prerequisites and co-requisities

None

Recommended Optional Programme Components

None

Course Contents

Definition of marketing and marketing principles, marketing mix and marketing strategies

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Marketing management process, Strategic planning and Marketing planning
2	Condition and competition analysis
3	Portfolio matrixes and analysis
4	Growing strategies
5	Competition and positioning strategies
6	New-market entrance strategies
7	Marketing strategies in the growing markets
8	Midterm exam
9	Declining markets and marketing strategies in the crisis period
10	Marketing strategies according to market position
11	Marketing information and research system
12	Marketing organizations, control in marketing and valuation of marketing performance
13	Ethics in Marketing
14	final

Recommended or Required Reading

1-Aytuğ, Semra; Özgüven, Nihan (2011) Pazarlama Yönetimi, Detay Yayıncılık, İzmir. 2-Tek, Ö. Baybars; Özgül, Engin (2005) Modern Pazarlama İlkeleri: Uygulamalı Yönetimsel Yaklaşım, Birleşik Matbaacılık İzmir. 3- (Ed) Torlak, Ömer; Altunışık, Remzi (2009) Pazarlama Stratejileri, Beta Basım AŞ., İstanbul. 4- Korkmaz Sezer vd. (2009) Pazarlama, Kavramlar, İlkeler, Kararlar, Siyasal Kitabevi, Ankara. 5- Yükselen Cemal (2010) Pazarlama, İlkeler, Yönetim, Örnek Olaylar, Detay Yayıncılık, Ankara.

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	100
SUM		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60
SUM		100

Language of Instruction

Turkish

Work Placement(s)

None

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	1	1
Final Examination	1	2	2
Attending Lectures	12	3	36
Self Study	5	3	15
Individual Study for Mid term Examination	1	40	40
Individual Study for Final Examination	1	50	50
TOTAL WORKLOAD (hours)			144

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7
LO1		2			4
LO2		2			4
LO3		2			4
LO4		3			4
LO5		3			4

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High