Department of Business Administration

Marketing Management(G342)

Content
Course Code Course Name Semester Theory Practice Lab Credit ECTS
G342 Marketing Management 6 3 0 0 3 5
Prerequisites G341
Admission Requirements G341
Language of Instruction Turkish
Course Type Compulsory
Course Level Bachelor Degree
Course Instructor(s) Ulun AKTURAN uakturan@gsu.edu.tr (Email)
Assistant
Objective Marketing is one of the core activities for businesses. Today, the meaning of marketing has transformed from a logistics-based concept in the 1920s to a concept that includes and affects the stakeholders of the business—customers, employees, shareholders, intermediaries, and even society. This course covers marketing strategies and marketing mix policies.
Content Week 1: Marketing and Basic Concepts; Strategic Planning

Week 2: Competitive Strategies

Week 3: Product Strategies

Week 4: Product Mix Decisions and New Product Management; Service Strategies

Week 5: Customer Relationship Management

Week 6: Brand Management

Week 7: Midterm Exam

Week 8: Pricing

Week 9: Distribution and Supply Chain Management; Retail Management

Week 10: Marketing Communication; Promotion

Week 11: Advertisement

Week 12: Presentation

Week 13: Presentation

Week 14: Presentation
Course Learning Outcomes 1. Must be able to define and synthesize concepts and facts related to marketing.

2. Must be able to analyze basic marketing components.

3. Must be able to analyze the market environment and make inferences regarding marketing management and opportunities.

4. Must be able to define the marketing activities of a business and create marketing programs.

5. Must follow current developments in the field of marketing and use this information to create new strategies.
Teaching and Learning Methods
References Marketing Management, 13th Ed. by Kotler/Keller, Prentice-Hall

Principles of Marketing 13th Ed. by Kotler/Armstrong, Pearson Education
Print the course contents
Weekly Contents
Theory Topics
Week Weekly Contents
1 Marketing and Basic Concepts; Strategic Planning
2 Competitive Strategies
3 Product Strategies
4 Product Mix Decisions and New Product Management; Service Strategies
5 Customer Relationship Management
6 Brand Management
7 Midterm Exam
8 Pricing
9 Distribution and Supply Chain Management; Retail Management
10 Marketing Communication; Promotion
11 Advertisement
12 Presentation
13 Presentation
14 Presentation
Practice Topics
Week Weekly Contents
Assessment System
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 2 60
Contribution of final exam to overall grade 1 40
Toplam 3 100
In-Term Studies
  Number Contribution
Assignments 1 30
Presentation 0 0
Midterm Examinations (including preparation) 1 30
Project 0 0
Laboratory 0 0
Other Applications 0 0
Quiz 0 0
Term Paper/ Project 0 0
Portfolio Study 0 0
Reports 0 0
Learning Diary 0 0
Thesis/ Project 0 0
Seminar 0 0
Other 0 0
Toplam 2 60
Relation of Proficiency
No Program Learning Outcomes Contribution
1 2 3 4 5
1 The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. X
2 The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. X
3 The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. X
4 The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. X
5 The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. X
6 Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired. X
7 Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. X
8 Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. X
9 The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. X
10 Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions. X
11 Consciousness of taking into account ethical values, when making decisions and being involved in business life. X
12 Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences. X
ECTS
Activities Number Period Total Workload
Class Hours 14 3 42
Working Hours out of Class 13 5 65
Assignments 1 22 22
Presentation 0 0 0
Midterm Examinations (including preparation) 0 0 0
Project 0 0 0
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 1 21 21
Quiz 0 0 0
Term Paper/ Project 0 0 0
Portfolio Study 0 0 0
Reports 0 0 0
Learning Diary 0 0 0
Thesis/ Project 0 0 0
Seminar 0 0 0
Other 0 0 0
Total Workload 150
Total Workload / 25 6,00
Credits ECTS 6
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