Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
213300004126MARKETING MANAGEMENTElective245
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
WeekTheoreticalPracticeLaboratory
1 Marketing management process, Strategic planning and Marketing planning
2Condition and competition analysis
3 Portfolio matrixes and analysis
4Growing strategies
5 Competition and positioning strategies
6 New-market entrance strategies
7Marketing strategies in the growing markets
8Midterm exam
9 Declining markets and marketing strategies in the crisis period
10Marketing strategies according to market position
11Marketing information and research system
12Marketing organizations, control in marketing and valuation of marketing performance
13Ethics in Marketing
14final
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 ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Examination1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination122
Attending Lectures12336
Self Study5315
Individual Study for Mid term Examination14040
Individual Study for Final Examination15050
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
 
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