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
PAZ 4114 MARKETING MANAGEMENT COMPULSORY 4 0 0 4

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

Marketing
Marketing

Course Objective

The main purpose of the course is to provide a strategic perspective on marketing management.

Learning Outcomes of the Course Unit

1   To adapt practices and policies regarding marketing management and functions according to environmental factors
2   To analyze the situation in terms of marketing
3   To evaluate the marketing strategies of businesses
4   To distinguish marketing strategy applications in the market
5   To be able to identify marketing management problems with a realistic approach

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Management, Marketing Management, Strategic Marketing Management
2 Strategic Marketing Planning Process: Vision, Mission, Marketing Objectives
3 Situation Analysis-Business Portfolio Analysis
4 Situation Analysis-Swot Analysis
5 Growth Strategies
6 Offensive competitive strategies
7 Defensive competitive strategies
8 Mid-term Exam
9 Market segmentation
10 Target market selection strategies
11 Differentiation strategies
12 Positioning Strategies
13 Pricing Strategies
14 Marketing Communication Strategies-Advertising, personal selling, sales promotion, direct marketing, public relations
15 Marketing control

Recomended or Required Reading

Textbook(s):
Remzi ALTUNIŞIK, Şuayip ÖZDEMIR, Ömer TORLAK, Pazarlama Ilkeleri ve Yönetimi, Beta Publishing, Istanbul, 2017.
Supplementary Book(s):
Ed:Ömer Torlak, Remzi Altunışık, 2009, Pazarlama Stratejileri, Yönetsel Bir Yaklaşım, Beta Publishing, Istanbul.
Ed.Inci Varinli, Kahraman Çatı, Güncel Pazarlama Yaklaşımlarından Seçmeler, Detay Publishing, Ankara, 2008
Mehmet Karafakioğlu, Pazarlama Ilkeleri, Literatür Publishing,2005.
Ismet Mucuk,Pazarlama Ilkeleri, Türkmen Publishing,2010.

Planned Learning Activities and Teaching Methods

1. Lectures
2. Developing examples of the strategies covered in the lesson

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

Five learning outcomes will be assessed through midterm and final exams, and students' proficiency levels in terms of planned outcomes will be tested with the help of strategies they exemplify.

Language of Instruction

Turkish

Course Policies and Rules

70% attendance to the course is compulsory

Contact Details for the Lecturer(s)

E-mail: berrin.onaran@deu.edu.tr
Telf: 0.232.3012550

Office Hours

Monday:14.00-15.30

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 4 56
Preparations before/after weekly lectures 14 2 28
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 101

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.11111
LO.2111
LO.3111
LO.41111
LO.511111

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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