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
ISL 2006 MARKETING MANAGEMENT COMPULSORY 3 0 0 6

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Business Administration
Business Administration (Evening)

Course Objective

Aims to acquisition of the information that essential for planning and managing activities about marketing

Learning Outcomes of the Course Unit

1   To be able to explain the customer, competitor and other environmental elements with examples
2   To be able to explain the marketing strategies which is essential for businesses
3   To be able to explain business management process with marketing-focused viewpoint
4   To be able to show the basic marketing structure of businesses and the relations between them
5   To be able to distinguish ethical and unethical behaviors in the marketing management process

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Marketing management process and Strategic planning
2 Marketing Planing and Condition analysis
3 Competition analysis
4 Portfolio matrixes and analysis
5 Growing strategies
6 Competition strategies
7 Positioning strategies
8 New-market entrance strategies
9 Marketing strategies in the growing markets
10 Declining markets and marketing strategies in the crisis period
11 Marketing strategies according to market position
12 Marketing information and research system
13 Marketing organizations, control in marketing and valuation of marketing performance
14 Ethics in Marketing

Recomended or Required Reading

1- Kotler, P, Keller, K. L. (2015) Marketing Management, Pearson.
2-Tek, Ö. Baybars; Özgül, Engin (2005) Modern Pazarlama Ilkeleri: Uygulamalı Yönetimsel Yaklaşım, Birleşik Matbaacılık Izmir.
3- (Ed) Torlak, Ömer; Altunışık, Remzi (2009) Pazarlama Stratejileri, Beta Basım AŞ., Istanbul.
4- Korkmaz Sezer vd. (2009) Pazarlama, Kavramlar, Ilkeler, Kararlar, Siyasal Kitabevi, Ankara.
5- Yükselen Cemal (2010) Pazarlama, Ilkeler, Yönetim, Örnek Olaylar, Detay Yayıncılık, Ankara.

Planned Learning Activities and Teaching Methods

Power point-supported lecture and case study analysis

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 STT TERM WORK (SEMESTER)
2 MTE MIDTERM EXAM
3 MTEG MIDTERM GRADE STT * 0.50 +MTE * 0.50
4 FIN FINAL EXAM
5 FCG FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60
6 RST RESIT
7 FCGR FINAL COURSE GRADE (RESIT) MTEG * 0.40 + RST * 0.60


*** 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

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

pinar.ozkan@deu.edu.tr
ezgi.karatas@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 30 30
Preparation for final exam 1 30 30
Preparations before/after weekly lectures 14 3 42
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 146

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.11
LO.21
LO.31
LO.41
LO.51

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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