Marketing Management

Course Code:

BBA 261

Course Period:

Spring

Course Type:

Core

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

Course Objectives:

The 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.

Course Content:

Marketing. Traditional Marketing Scope. Modern Marketing Scope. Market and Market Criteria. Product Knowledge. Factors Affecting Export Marketing, Marketing Research, Marketing Strategies, Marketing Politics.

Course Methodology:

1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study

Course Evaluation Methods:

A: Testing B: Presentation, C: Homework, D: Project, E: Laboratory

Vertical Tabs

Ders Tanimlari

Course Learning Outcomes

Learning Outcomes	Program Outcomes	Educating Methods	Assessment Methods
To become familiar with the range of decisions implicit in strategic marketing management and planning, and to develop skill in using a variety of analytical frameworks for making such decisions	7, 8	1, 2, 3, 5	A,C
To develop skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy	6, 9, 10	1, 2, 3, 5	A, C
To develop skills in organizing for effective strategic marketing and in implementing the market planning process	15, 16, 18	1, 2, 3, 5	A, C

Course Flow

Week	Subjects	Preliminary
1	Understanding Marketing Management Defining marketing for the 21.century	Textbook
2	Adapting Marketing to The New Economy	Textbook
3	Scanning the Marketing Environment	Textbook
4	Analysing Consumer Markets and Buyer Behaviour	Textbook
5	Dealing With the Competition	Textbook
6	Identifying Market Segments and Selecting Target Markets	Textbook
7	Positioning the Market Offering Through the PLC	Textbook
8	Midterm Examination	Textbook
9	Designing Global Market Offerings	Textbook
10	Setting the Product and Branding Strategy	Textbook
11	Managing Marketing Channels	Textbook
12	Managing Retailing, Wholesaling, and Logistics	Textbook
13	Designing and Managing Integrated Marketing Communication	Textbook
14	General overview of the course

Recommended Sources

Lecture Book

Aksan, Doğan(1975), “Anadili”, Türk Dili,31/285,s. 423-434

Aksan, Doğan(1987), Her Yönüyle Dil, Ana Çizgileriyle Dilbilim,3 cilt , Ankara

Aksan, Doğan (2000), Türkiye Türkçesinin Dünü, Bugünü, Yarını, Ankara, Bilgi yayınevi

Ali, Sabahattin (2005), Yeni Dünya, İstanbul, YKY

Ataç, Nurullah (2010), Günlerin Getirdiği-Sözden Söze, 7.b., İstanbul, YKY

Atay, Oğuz (2000), Korkuyu Beklerken, İstanbul, İletişim Yayınları

Ergin, Muharrem (2014), Türk Dil Bilgisi, İstanbul, Bayrak Yay.

Hepçilingirler, Feyza (2013),Türkçe “Off”, 43.b.,İstanbul, Everest Yayınları

Korkmaz, Zeynep ve diğerleri (1995), Türk Dili ve Kompozisyon Bilgileri, Ankara, Yüksek Öğretim Kurulu Matbaası

Montaigne (1991),Denemeler,(Türkçesi: Sabahattin Eyüboğlu), İstanbul,Cem Yayınevi

Principles of Marketing, Philip Kotler & Gary Armstrong, Global, Pearson Education International, Pearson, Prentice Hall

Other Resources

Students are expected to read assigned readings from textbook or from the other additional sources.

Material Sharing

Documents	PPT of the Lecture
Duties	Case studies in related area
Exam	Preparation before the exams

Assessment

WORKS IN SEMESTER	TIME	CONTRIBUTION PERCENTAGE
Mid-terms	1	70
Quizzes
Assignment	1	30
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE 100		40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		60
Total		100

Course’s Contribution to Program

No	Program Learning Outcomes	Contribution Level
No	Program Learning Outcomes	1	2	3	4	5
1	Gaining knowledge of business terms and applying these to institutions and business administrations. With this knowledge being able to analyze problems, and come up with creative solutions.				X
2	Commenting on the effect's of social behavior, personality and organizational culture at the global level.			X
3	Applying knowledge acquired in the field.					X
4	Review of the economic and legal problems of organizations, and application of creative solutions.				X
5	Being able to correctly investigate and interpret government policy effects on foreign trade.		X
6	Analyzing global order economically and politically, in addition being able to analyze the geographical affects of this perspective.				X
7	In organizational analysis being able to see unethical situations in advance and prevent them from occurring, also gaining the ability to apply these traits in functional areas.				X
8	Analyzing the great economies of the world and apprehending in what dimension added value for multi- national and financial fırms is created.					X
9	Presenting ınternational marketing bases and gaining the necessary traits to become a brand and develop better communication strategies.					X
10	To provide management, control and decision-making abilities and to use these in social and professional relationships.					X
11	Assessment of countries’ international economical policies on the bases of regional and foreign polices.				X

12	Understanding of statistical data, being able to implement and complete projects based on this data..		x		x

13	In the process of collecting and analyzing data, under the guidance of social responsibility, understandıng ethical principals and knowing how to implement them.		X
14	Using the projects generated for the betterment of society and sharing them with sensitivity.		X
15	Being able to take and implement strategic decisions on issues generated by cross cultural differences in international trade.					X
16	Under the guidance of ınternational relationships being able to analyze Turkey’s foreign policies and added value. In this perspective being able to interpret international and supra-national politics				X
17	Providing the information learned in a computing environment in order to provide functional values and analytical skills.				X
18	Gaining a fair understanding of national and international markets and having the skills to analyze the consumer affects in a common market. Being able to identify the right consumers.					X

ECTS

Activity	Number	Time (Hour)	Total Work Load (Saat)
Lecture Duration (Including exams week: 16xtotal lecture hour)	-	-	+
Course Duration (Including the exam week: 15x Total course hours)	15	4	60
Hours for off-the-classroom study (Pre-study, practice)	15	3	45
Mid-terms	1	3	3
Homework	5	3	15
Final examination	1	3	3
Total Work Load			126
Total Work Load / 25 (h)			5,04
ECTS Credit of the Course			5

Search form

Marketing Management

Vertical Tabs

Ders Tanimlari