COURSE UNIT TITLE

: MARKETING MANAGEMENT IN ENTREPRENEURSHIP

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
GIŞ 7027 MARKETING MANAGEMENT IN ENTREPRENEURSHIP COMPULSORY 3 0 0 6

Offered By

ENTREPRENEURSHIP (Non-Thesis-Evening)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

ENTREPRENEURSHIP (Non-Thesis-Evening)

Course Objective

This course is concerned with the development, evaluation, and implementation of marketing management in complex environments. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models. Specifically, the course seeks to develop the student s understanding of how the firm can get benefit by creating and delivering value to its customer, stakeholders and student s skills in applying the analytical concepts and tools of marketing to such decisions as segmentation, targeting, pricing, distribution and promotion. Analyzing best practices, tools and models to implement an effective marketing system are also covered to be able to understand marketing management in practice

Learning Outcomes of the Course Unit

1   1. To be able to explain customer, competitor and other environmental factors with examples
2   2. To be able to explain the marketing strategies that are needed for businesses
3   3. To be able to explain business management process by using marketing oriented view
4   4. To be able to show the basic marketing structures and the relationships of them
5   5. To be able to distinguish the ethical and non-ethical behaviors at 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 Introduction and Course Description
2 Marketing Management Process, Strategic Planning and Marketing Planning
3 Situational and Competition Analysis
4 Portfolio Matrices and Analysis
5 Growth Strategies
6 Competition and Positioning Strategies
7 Strategies of New Market Entry
8 Growing Markets Marketing Strategies
9 Falling Markets and Marketing Strategies during Crisis
10 Marketing Strategies According to Market Positions
11 Marketing Information and Research System
12 Marketing Organizations, Marketing Control and Evaluation of Marketing Performances
13 Marketing Ethics
14 Conclusion and Evaluation

Recomended or Required Reading

1- Principles of Marketing-Philip Kotler&Gary Armstrong
2- Marketing Management - Philip Kotler&Kevin Keller
3- Girişimcilik El Kitabı, KOSGEB, Ed: B.Zafer Erdoğan

Planned Learning Activities and Teaching Methods

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

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

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 10 3 30
Preparation for midterm exam 1 10 10
Preparation for final exam 1 20 20
Preparing assignments 1 20 20
Preparing presentations 1 15 15
Final 1 10 10
Midterm 1 10 10
TOTAL WORKLOAD (hours) 157

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13
LO.1111
LO.2111
LO.3111
LO.4111
LO.5111

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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