Graduate Education Institute · Business Administration · Doctorate
Course Objective
The aim of the course is discussing the marketting management with regard to policies. It provides administrative approach to students and helps them to understand the topics related to marketting. The purpose of the course also includes consequences caused by changes in markets and consumer behaviours in terms of marketting management.
Course Content
In this course, concept of marketting, circumstances which affect marketting activities, marketting mixes that are components of marketting process and principles in the application of marketting management are going to be discussed.
Required Resources
ALTUNIŞIK, R. Ş. ÖZDEMİR ve Ö. TORLAK, Pazarlama İlkeler ve Yiönetimi, Beta Yayınevi.
Recommended Resources
Cemal YÜKSELEN, Pazarlama İlkeler Yönetim ve Örnek Olaylar, Detay Yayıncılık, 2007 Hamdi İSLAMOĞLU, Pazarlama Yönetimi- Beta Yayıncılık, 2006. Yavuz ODABAŞI ve Gülfidan BARIŞ Tüketici Davranışları, MediaCat, 2002. İsmet MUCUK, Pazarlama İlkeleri, Türkmen Kitabevi, 2006 Ahmet H. İSLAMOĞLU ve Remzi ALTUNIŞIK, Satış ve Satış Yönetimi, Sakarya Kitabevi, 2007. Ömer Baybars TEK, Pazarlama İlkeleri, Beta Yayınları, 2002. Mehmet OLUÇ, Temel Pazarlama Kavramları, Beta Yayıncılık, 2006
Course Learning Outcomes
- To be able to evaluate market environment and decide on the convenience of it
- To be able to discuss the main concepts related to marketing management argumentatively
- To be able to analyze and produce strategies for positioning in marketing
- To be able to do considerations required for strategic marketing plans
- To be able to study argumentatively the main components of marketing and create programs by using appropriate ones.
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 6 | 96 |
| Midterm | 1 | 2 | 2 |
| Quiz | 2 | 1 | 2 |
| Assignment | 2 | 20 | 40 |
| Practice | 0 | 0 | 0 |
| Final | 1 | 3 | 3 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | What is theory? | Relevant chapter in the textbook |
| 2 | What constitutes theoretical contribution | Relevant chapter in the textbook |
| 3 | Domains and development of marketing thought I | Relevant chapter in the textbook |
| 4 | Domains and development of marketing thought II | Relevant chapter in the textbook |
| 5 | Domains and development of marketing thought III | Relevant chapter in the textbook |
| 6 | Domains and development of marketing thought IV | Relevant chapter in the textbook |
| 7 | Theorizing marketing thought | Relevant chapter in the textbook |
| 8 | Midterm Exam | The chapters of the textbook discussed in first 7 weeks |
| 9 | Theoretical contributions in marketing strategy | Relevant chapter in the textbook |
| 10 | Theoretical contributions in marketing channels | Relevant chapter in the textbook |
| 11 | Theoretical contributions in pricing | Relevant chapter in the textbook |
| 12 | Theoretical contributions in marketing communications | Relevant chapters in the textbook |
| 13 | Theoretical contributions in services | Relevant chapter in the textbook |
| 14 | Theoretical contributions in international marketing | Relevant chapter in the textbook |
| 15 | Review | Review |
| 16 | Final Exam | All chapters of the textbook discussed during the semester |