COURSE UNIT TITLE

: MARKETING MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 2030 MARKETING MANAGEMENT COMPULSORY 3 0 0 5

Offered By

Maritime Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR GAMZE ARABELEN

Offered to

Maritime Business Administration
Maritime Business Administration (Evening)

Course Objective

To understand the micro marketing (managerial or firm level) process and the principles
at work
To examine how to interprete, relate, adapt and use the tools, strategies and
principles of marketing in your personal life and/or business observation and
experiences
To see how macro marketing environment affects each micro marketing environment and
decision such as tailoring the marketing themes to the needs and conditions of the
country, industry, culture and subculture in question.
To realize how to solve marketing problems in maritime business administration.

Learning Outcomes of the Course Unit

1   Understanding marketing management
2   Analyzing market structure and behavior
3   Researching and selecting marketing opportunities
4   Developing marketing strategies
5   Planning marketing tactics, Implementing and controlling the marketing effort

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Defining Marketing for the 21st Century
2 Developing Marketing Strategies and Plans
3 Gathering Information and Scanning the Environment, Conducting Marketing Research and Forecasting Demand
4 Analyzing Consumer Markets, Analyzing Business Markets
5 Identifying Market Segments and Targets
6 Creating Customer Value, Satisfaction, and Loyalty Creating Brand Equity, Crafting the Brand Positioning Dealing with Competition
7 Mid Term I
8 Setting Product Strategy, Designing and Managing Services, Introducing New Market Offerings
9 Developing Pricing Strategies and Programs
10 Designing and Managing Integrated Marketing Channels, Managing Retailing, Wholesaling, and Logistics
11 Mid Term II Designing and Managing Integrated Marketing Communications Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
12 Managing Personal Communications: Direct and Interactive Marketing and Personal Selling
13 Tapping into Global Markets
14 Managing a Holistic Marketing Organization

Recomended or Required Reading

Philip Kotler, Kevin Keller, Marketing Management, 14/E , Prentice Hall, 2012.
Marketing Text Books, Containerization Journal, Fair Play International Shipping
Weekly, Lloyd's Ship Manager, Marine Policy, Seatrade Review, WWS World Wide Shipping,
International Journal of Physical Distribution and Logistics, Journal of Marketing. It
is suggested that students pay visit to the Faculty Library to read above listed books
and periodicals.

Planned Learning Activities and Teaching Methods

Cooperative and active teaching and learning strategies

Assessment Methods

Successful / Unsuccessful


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Tutorials 6 0,7 4
Case study 1 5 5
Preparations before/after weekly lectures 10 2 20
Preparation for midterm exam 2 5 10
Preparation for final exam 1 10 10
Preparing assignments 10 1 10
Preparing presentations 1 5 5
Project Preparation 1 5 5
Design Project 1 2 2
Preparation for quiz etc. 4 3 12
Final 1 2 2
Midterm 2 1 2
Quiz etc. 3 0,6 2
TOTAL WORKLOAD (hours) 125

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13
LO.15353353335555
LO.23535535555333
LO.33553553333533
LO.43355335555355
LO.53555533553533

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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