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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS PAZ 4226 CASE STUDIES IN MARKETING ELECTIVE 2 0 0 2

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR ZEKI ATIL BULUT

Offered to

Marketing Marketing

Course Objective

To strengthen students theoretical knowledge by analysing case studies and various practices and supporting students to become skillful at problem solving by using creative techniques.

Learning Outcomes of the Course Unit

1   Being able to solve problems related to target market 2   Being able to explain consumer behaviors 3   Being able to define marketing communication components 4   Being able to offer creative solutions to case studies on ethical and social responsibility practices in marketing 5   Being able to provide solutions about marketing mix problems

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 details 2 Introduction to Case Studies 3 Case studies in marketing strategies 4 Case studies in global marketing and marketing research 5 Decision making and case studies 6 Case studies in marketing opportunities 7 Case study in consumer behavior 8 Midtern exam 9 Case studies in market segmentation, targeting and positioning 10 Case studies in product, services and brand management 11 Case studies in integrated marketing communication 12 Case studies in ethical applications in marketing 13 Case studies in ethical applications in marketing 14 Case studies in pricing strategies 15 Case study in digital marketing

Recomended or Required Reading

Textbook(s): Pazarlamanın Temelleri, William Perreault, Joseph, Cannon ve Jerome McCarthy, (Çev. Ed.) Asım Günal ÖNCE, Nobel Yayınevi Supplementary Book(s) Satış ve Pazarlama Öyküler, Abdullah Bozgeyik, Akis Kitap 10 Ölümcül Pazarlama Günahı, Philip Kotler, MediaCat Yayınları

Planned Learning Activities and Teaching Methods

1. Lectures 2. Discussion questions 3.Case studies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FN Final 3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

The learning outcomes will be assessed by assignment and final exams.

Language of Instruction

Turkish

Course Policies and Rules

70% attendance to the course is compulsory.

Contact Details for the Lecturer(s)

E-mail: atil.bulut@deu.edu.tr Tel: 0.232.3012567

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 1 12 Tutorials 12 1 12 Preparations before/after weekly lectures 2 1 2 Preparation for midterm exam 1 4 4 Preparation for final exam 1 4 4 Preparing assignments 1 8 8 Midterm 1 1 1 Final 1 1 1 Project Assignment 1 1 1 TOTAL WORKLOAD (hours) 45

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 LO.1 1 1 1 1 1 1 LO.2 1 1 1 1 1 1 LO.3 1 1 1 1 1 1 LO.4 1 1 1 1 1 1 LO.5 1 1 1 1 1 1