| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Marketing Management | ISL224 | 3 + 0 | 3.0 | 4.0 |
| Prerequisites | None |
| Language of Instruction | Turkish |
| Course Level | Graduate |
| Course Type | |
| Mode of delivery | FACE TO FACE |
| Course Coordinator | |
| Instructors | |
| Assistants | |
| Goals | The importance of the "Marketing Management" is to explain the functioning of the "Marketing Management" according to the changing conditions, the fields in which it is responsible and the way in which the marketing activities are carried out. |
| Course Content | Marketing: Creating and Capturing Customer Value - Company and Marketing Strategy: Partnering to Build Customer Relationships - Analyzing the Marketing Environment - Managing Marketing Information to Gain Customer Insights - Consumer Markets and Consumer Buyer Behavior - Business Markets and Business Buyer Behavior - Customer-Driven Marketing Strategy: Creating Value for Target Customers |
| Learning Outcomes |
- Change in marketing and marketing management approach, ways of reaching important information for marketing and methods of using these information, Demand Forecasting, Competitor Analysis and Target Market Determination Methods for Business, Customer Focused Marketing Analysis and Consumer Behavior Review Examination of the marketing mix (Product, Price, Promotion, Distribution) by individual examples and explaining how the marketing mix is formed for the success of Marketing Management, Explaining the importance of success in Planning, Implementation and Control in Marketing Management |
| Week | Topics | Learning Methods |
|---|---|---|
| 1. Week | New Economy, Internet and Marketing Interactions: New Trends in Marketing | |
| 2. Week | New Economy, Internet and Marketing Interactions: New Trends in Marketing II | |
| 3. Week | Definition of Management in Marketing and Demand Management in Marketing | |
| 4. Week | Marketing Research and Information Systems Management | |
| 5. Week | Determination of Growth Strategies and Competition Strategies in Markets | |
| 6. Week | Product and Brand Management | |
| 7. Week | Advertising and Advertising Principles and Public Relations | |
| 8. Week | MİDTERM | |
| 9. Week | Personal Sales and Sales Force Management and Sales Development | |
| 10. Week | Supply Chain Management and Logistics | |
| 11. Week | Retail | |
| 12. Week | Introduction Strategies for International Markets and International Markets | |
| 13. Week | Creating the marketing blueprint and strategy in international markets | |
| 14. Week | Organization, Implementation and Auditing in Marketing Management |
| İslamoğlu, A.H (2006), Marketing Management, Beta Publications, Istanbul |
| Program Requirements | Contribution Level | DK1 | Measurement Method |
|---|
| 0 | 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|---|
| Course's Level of contribution | None | Very Low | Low | Fair | High | Very High |
| Method of assessment/evaluation | Written exam | Oral Exams | Assignment/Project | Laboratory work | Presentation/Seminar |
| Event | Quantity | Duration (Hour) | Total Workload (Hour) |
|---|---|---|---|
| Midterm 1 | 1 | 2 | 2 |
| Homework 1 | 10 | 2 | 20 |
| Homework 2 | 10 | 2 | 20 |
| Final | 1 | 2 | 2 |
| Practice End-Of-Term | 14 | 3 | 42 |
| Classroom Activities | 14 | 3 | 42 |
| Total Workload | 128 | ||
| ECTS Credit of the Course | 4.0 | ||
