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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IŞL 6126 MARKETING PLANNING ELECTIVE 3 0 0 5

Offered By

Business Administration

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Business Administration

Course Objective

The aim of the course is to give knowledge and skills related to make strategic and tactical plans of marketing activities

Learning Outcomes of the Course Unit

1   To be able to understand the concepts of marketing planning 2   To be able to prepare marketing plans for the business 3   To be able to evaluate and interpret the results of marketing plan implementation 4   To be able to gain ability to create and apply marketing strategies 5   To be able to gain skills in analysis and control of marketing activities

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction to marketing planning 2 Preparation of Marketing Plan 3 Current Situation Analysis 4 Analysis of the market and customers 5 Planning of Market Segmentation, Targeting and Positioning 6 Determining Objectives and Targets 7 Creating Marketing Strategies and Programmes 8 Competitive Analysis 9 Growth Strategy 10 Marketing Budget 11 Marketing Audit 12 Case studies on Marketing planning 13 Student Presentations 14 Conclusion and Evaluation

Recomended or Required Reading

The Marketing Plan, Marian Burk Wood, Prentice Hall Education Pazarlama Planı Nasıl Hazırlanır ve Yürütülür , William M.Luther, Öteki Yayınevi KOSGEB Pazarlama Planı Rehberi Yavuz Odabaşı

Planned Learning Activities and Teaching Methods

The course will be proccessed heavily with interactive method and discussion method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40

Further Notes About Assessment Methods

None

Assessment Criteria

All of the learning outcomes are being measured at the interactive discussion process in the courses

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

pinar.ozkan@deu.edu.tr

Office Hours

Will be announced at the beginning of semester

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 1 14 Preparations before/after weekly lectures 10 3 30 Preparation for midterm exam 1 20 20 Preparation for final exam 1 30 30 Preparing presentations 1 30 30 Final 1 2 2 Midterm 1 2 2 TOTAL WORKLOAD (hours) 128

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 LO.1 1 LO.2 1 LO.3 1 LO.4 1 LO.5 1