GRADUATE SCHOOL
Executive MBA (Turkish / Without Thesis)
ISL 505 | Course Introduction and Application Information
| Course Name |
Marketing Management
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
ISL 505
|
Fall
|
3
|
0
|
3
|
7.5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to enrich student understanding of marketing management by providing fundamental theoretical knowledge and successful contemporary marketing practices. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This lecture includes topics, such as, the evolution of marketing, marketing environment, consumer behavior, and target market definition, segmentation, positioning and marketing mix strategies. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the Course | |
| 2 | Marketing Process, Core Marketing Concepts and Contemporary Topics in Marketing | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 1 |
| 3 | Marketing Plan | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 2 |
| 4 | Marketing Environment | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 3 |
| 5 | Marketing Information Systems | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 4 |
| 6 | Consumer Behavior | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 5 |
| 7 | Segmentation, Targeting and Positioning | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 7 |
| 8 | Case Study | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 1-7 |
| 9 | Product Development and Product Management | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 8 |
| 10 | Product Development and Product Management | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 9 |
| 11 | Pricing | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 10-11 |
| 12 | Distribution and Logistics | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 12 |
| 13 | Brand Communication | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 14 |
| 14 | Review of the Course | Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 14 |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Pazarlama İlkeleri Philip Kotler, Gary Armstrong BETA BASIM YAYIM Basım Yılı 2018 ISBN: 978-60-524-218-19 |
| Suggested Readings/Materials | Pazarlama İlkeleri
Editörler: Doç. Dr. Nihat Kamil ANIL ve Prof. Dr. Gülnur ETİ İÇL Eğitim Yayınevi Basım Yılı 2022 ISBN: 978-625-8341-24-9 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques |
-
|
|
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam |
1
|
70
|
| Total |
| Weighting of Semester Activities on the Final Grade |
1
|
30
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
70
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
16
|
4
|
64
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
-
|
0
|
|
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
0
|
||
| Project |
1
|
41
|
41
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
1
|
58
|
58
|
| Total |
211
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to demonstrate general business knowledge and skills. |
X | ||||
| 2 | To be able to demonstrate business communication skills effectively. |
X | ||||
| 3 | To be able to deliver creative and innovative solutions to the business-related problems. |
X | ||||
| 4 | To be able to evaluate the performance of business organizations through a holistic approach. |
X | ||||
| 5 | To be able to lead their peers and companies for the achievement of business goals. |
X | ||||
| 6 | To be able to perform well in teamwork projects and business tasks. |
X | ||||
| 7 | To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions. |
X | ||||
| 8 | To be able to solve business related problems using analytical and technological tools and techniques. |
X | ||||
| 9 | To develop a solution to business problems through systematic research. |
X | ||||
| 10 | To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments. |
X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest