| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | SEC2012017851 | MARKETING MANAGEMENT | Elective | 2 | 3 | 3 |
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| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| In this course, to teach basic marketing concepts and modern marketing approaches.
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| Name of Lecturer(s) |
| Öğr.Gör.Gökhan Alper FİGEN |
| Learning Outcomes |
| 1 | Contribute to the development of the concept of business marketing | | 2 | Develop and implement marketing strategies by analyzing the environmental factors | | 3 | Contribute to the selection of target market | | 4 | Decisions to create product ideas that will help | | 5 | To contribute to the formation of pricing strategies | | 6 | Understanding of consumer purchasing behavior | | 7 | Organizational target groups that make up the market to know | | 8 | Grasp the importance of customer satisfaction and loyalty | | 9 | Knowing the phases of new product development | | 10 | Which must bear the characteristics of a product in general terms to know | | 11 | Pricing and distribution policies to have information about | | 12 | Knowledge of communication channels utilized within the scope of Promotion |
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| Mode of Delivery |
| Formal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Basic concepts related to marketing; Evolution of Marketing, Marketing Functions;Decision Making in Marketing, Marketing Planning, Marketing Management Process,Environmental Conditions of Marketing; Internal Conditions of Business; External Conditions of Business of the General Environment, Consumer Behaviors; Target Market Decisions Marketing Group Decisions about staff; Product Decisions, PriceDecisions, Decisions of Distribution, Sales Promotion, Marketing and OrganizationPractice, Marketing Operations Control . |
| Weekly Detailed Course Contents |
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| 1 | Marketing Principles aim of the course and key resources related to the course. | | | | 2 | Introduction to Marketing, marketing concept, marketing concept (approach)development. | | | | 3 | Marketing environment, controllable and uncontrollable environmental variables | | | | 4 | Marketing information systems and research | | | | 5 | Market segmentation, target market selection and positioning | | | | 6 | Consumer markets and consumer behavior | | | | 7 | Organizational (industrial) markets and organizational buying behavior of users | | | | 8 | Midterm Exam | | | | 9 | Customer value, customer loyalty and customer relationship management | | | | 10 | Marketing and product innovation and new product development | | | | 11 | in marketing and pricing policies, price | | | | 12 | Marketing and distribution, and distribution policies | | | | 13 | Marketing, promotion and marketing communications | | | | 14 | Marketing management, organization, implementation and auditing | | | | 15 | Services marketing and international marketing | | | | 16 | Final Exam | | |
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| Recommended or Required Reading |
| 1. İsmet MUCUK. Pazarlama İlkeleri. 20.Baskı, Türkmen Kitabevi (Zorunlu)
2. Ö.TORLAK, R.ALTUNIŞIK ve Ş.ÖZDEMİR. Pazarlama İlkeleri ve Yönetimi. Sözcü Kitabevi.
3. R.ALTUNIŞIK, Ş.ÖZDEMİR ve Ö.TORLAK.Modern Pazarlama, 4.Baskı, Değişim Yayınları |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| SUM | 0 | |
| SUM | 0 | | Yarıyıl (Yıl) İçi Etkinlikleri | 40 | | Yarıyıl (Yıl) Sonu Etkinlikleri | 60 | | SUM | 100 |
| | Language of Instruction | | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 15 | 2 | 30 |
| Discussion | 5 | 1 | 5 |
| Criticising Paper | 3 | 1 | 3 |
| Self Study | 2 | 5 | 10 |
| Individual Study for Homework Problems | 3 | 3 | 9 |
| Individual Study for Mid term Examination | 1 | 8 | 8 |
| Individual Study for Final Examination | 1 | 10 | 10 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | | | 3 | | | | | 4 | | | | 3 | | | 3 | | | | | | | | | 4 | 3 | | | | | | LO2 | | | 3 | | | | | 4 | | | | 4 | | | 3 | | | | | | | | | 4 | 4 | | | | | | LO3 | | | 4 | | | | | 4 | | | | 4 | | | | | | | | | | | | 4 | 3 | | | | | | LO4 | | | | | | | | 5 | | | | 5 | | | 3 | | | | | | | | | 4 | 4 | | | | | | LO5 | | | | | | | | 5 | | | | | | | | | | | | | | | | 5 | | | | | | | LO6 | | | | | | | | | | | | | | | | | | | | | | | | 5 | | | | | | | LO7 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | 5 | | LO8 | | | | | | | | | | | | | | | | | | | | | | | | 5 | | | | | 5 | | LO9 | | | | | | | | 5 | | | | | | | | | | | | | | | | | | | | | | | LO10 | | | 4 | | | | | | | | | | | | 4 | | | | | | | | | | | | | | | | LO11 | | | 4 | | | | | | | | | | | | | | | | | | | | | | | | | | | | LO12 | | | | | | | | | | | | | | | | | | | | | | | 4 | 4 | 4 | | | | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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