Graduate Education Institute · Business Administration · Doctorate
Course Objective
To further develop knowledge and skills in the essential aspects of marketing management, marketing strategy, and emerging New Economy marketing applications, with a focus on the development and execution of programs and plans.
Course Content
Understanding Marketing Management, Market-oriented Strategic Planning,MIS (Marketing Information Systems),Market Environment Business, Markets,Midterm,Dealing With The Competition ,Identifying Market Segments, PositioningDeveloping New Products & Managing The Product Mix,Designing & Managing Services,Pricing Strategies,Distribution Management,IMC (Integrated Marketing Communication)
Required Resources
GÜNCEL PAZARLAMA YÖNETİMİ, Detay yayıncılık, 1. Baskı, 2012 – Mahir Nakip, İnci Varinli ve Mustafa Gülmez PAZARLAMA, Detay yayıncılık, 11. Baskı, 2014 – Cemal Yükselen
Recommended Resources
PAZARLAMA İLKELERİ VE YÖNETİMİ, Beta Yayınevi, 1. Baskı, 2014 – Remzi Altunışık, Şuayıp Özdemir, Ömer Torlak PRINCIPLES of MARKETING, 15th ed., Pearson, 2014 - Kotler, P. and Armstrong, G. PAZARLAMANIN TEMELLERİ, Nobel yayıncılık, 13. Basımdan çeviri, 2013 - W.D.Perreault, Jr., Cannon, J.P., McCarthy, E.J.
Rules
In this course, IZU course policy is applied. The University tolerates absenteeism for 4 weeks. If you are absent for more than 4 weeks, you will be deprived of your DZ grade and you will not be allowed to take the final exam.
Course Learning Outcomes
- Recognize organizational markets and buyer behavior.
- Integrate marketing communications and direct marketing.
- Scan the marketing environment.
- Link marketing and corporate strategies.
- Develop customer relationships and value through marketing.
- Pazarlama yönetimi konusunda temel kavramları eleştirel olarak değerlendirir
- Discuss ethics and social responsibility in marketing.
- Pazarlamada konumlandırma için analizler yapar ve stratejiler oluşturur
- Stratejik pazarlama planlaması için gerekli değerlendirmeleri yapar
- Temel pazarlama bileşenlerini eleştirel bir açıdan irdeler ve uygun pazarlama bileşenlerini kullanarak programlar oluşturur
- Define consumer behavior.
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 13 | 3 | 39 |
| Out of Class Study Period | 13 | 3 | 39 |
| Midterm | 1 | 20 | 20 |
| Quiz | 5 | 2 | 10 |
| Assignment | 5 | 8 | 40 |
| Practice | 0 | 0 | 0 |
| Final | 1 | 20 | 20 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Introduction to Marketing | 1rst or 2nd book Chapter 1 |
| 2 | Consumer Behavior | 1rst book: Chapter 4 2nd book: Chapter 6 |
| 3 | Marketing Environment | 1rst book: Chapter 1 2nd book: Chapter 4 |
| 4 | Strategic Planning for Competitive Advantage | 1rst or 2nd book Chapter 3 |
| 5 | Market Research | 1rst or 2nd book Chapter 5 |
| 6 | Market segmentation, market targeting, and positioning | 1rst book: Chapter 9 2nd book: Chapter 2 |
| 7 | Developing & Managing Product Concepts | 1rst book: Chapter 6 2nd book: Chapter 11 |
| 8 | Midterm Exam | Ara Sınav |
| 9 | Pricing | 1rst book: Chapter 7 2nd book: Chapter 12 |
| 10 | Marketing channels | 1rst book: Chapter 8 2nd book: Chapter 13 |
| 11 | Marketing communications | 1rst book: Chapter 10 2nd book: Chapter 14 |
| 12 | Social responsibility and ethics | 1rst book: Chapter 14 2nd book: Chapter 16 |
| 13 | Team project presentations | Presentation of the projects covering the topics described in the semester |
| 14 | Team project presentations | Presentation of the projects covering the topics described in the semester |
| 15 | ||
| 16 | Final Exam | Final Sınavı |