Marketing Management(Mİ601)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Mİ601 | Marketing Management | 2 | 3 | 0 | 0 | 3 | 6 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Masters 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 |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Marketing and Basic Concepts; Strategic Planning |
| 2 | Competition 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 |
|---|
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 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The student will be able to use the knowledge and skills needed for upper echelons of management. | X | ||||
| 2 | The student will be able to identify the behaviors to minimize the risks by taking into account internal and external conditions that effect the organization. | X | ||||
| 3 | The student should have the general knowledge about labor law, sociology, psychology, organizational sociology, logistics and quantitative methods that can be needed out of basic management functions. | X | ||||
| 4 | The student should have a command of information and communication technologies that are needed for professional business life. | X | ||||
| 5 | The student should keep the competitive power of business at higher levels in the increasing globalization and competition conditions with following visionary applications. | X | ||||
| 6 | The student will be able to identify the changes that are in the internal and external environment of business and the problems which are caused by these changes in time. Also, the student should improve solutions for these problems and apply them. | X | ||||
| 7 | The student will be able to generate the solutions for managerial problems with the help of management games and simulation techniques. | |||||
| 8 | The student should make presentations and discuss managerial problems at least two foreign languages. | X | ||||
| 9 | The student will be able to tend towards practices of case study and sample event assessment and contribute the projects in which he/she serves. | X | ||||
| 10 | The student should get the responsibility in teamwork and contribute to team work. | X | ||||
| 11 | The student should get the habit of updating his technical skills to adjust the changing and improving scientific and technologic environment. | X | ||||
| 12 | The student should make a principle of behaving ethical in business life and guarding the interests of his colleagues and business stakeholders. | X | ||||
| 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) | 1 | 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 | ||