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
LGM 2007 MARKETING MANAGEMENT COMPULSORY 3 0 0 5

Offered By

Logistics Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR NAZLI GÜLFEM GIDENER

Offered to

Logistics Management

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 Setting Product Strategy, Designing and Managing Services, Introducing New Market Offerings
8 Mid-Term Exam
9 Developing Pricing Strategies and Programs
10 Designing and Managing Integrated Marketing Channels, Managing Retailing, Wholesaling, and Logistics
11 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
15 Presentations
16 Final Exam

Recomended or Required Reading

Philip Kotler, Kevin Keller, Marketing Management, 13/E , Prentice Hall, 2009.

Planned Learning Activities and Teaching Methods

Literature review, case studies,data analysis

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MD Midterm
2 HW Homework
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MD * 0.30 + HW * 0.20 + FN * 0.50
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MD * 0.30 + HW * 0.20 + BUT * 0.50


Further Notes About Assessment Methods

None

Assessment Criteria

Oral and written competencies regarding the use of knowledge, abilities and skills in the field of Marketing Management in terms of research, investigation and evaluation will be evaluated.

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

Asst. Prof. Dr. Nazlı Gülfem GIDENER

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparations before/after weekly lectures 12 4 48
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Preparation for quiz etc. 1 2 2
Preparing assignments 1 16 16
Preparing presentations 1 7 7
Final 1 2 2
Midterm 1 2 2
Quiz etc. 1 1 1
TOTAL WORKLOAD (hours) 132

Contribution of Learning Outcomes to Programme Outcomes

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LO.53333333

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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