Graduate Education Institute · Business Administration · Master
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.