Marketing Management

Course Code: 
BBA 261
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Application: 
0
Credits: 
3
ECTS: 
6
Prerequisite Courses: 
Course Language: 
İngilizce
Course Objectives: 
This course examines the core marketing concepts from a strategic perspective as well as applying these concepts to the organizations.
Course Content: 

The course considers tools and methods used to examine the marketing strategy from product , price, place and promotion strategiesas well as enabling students to integrate these topics with the previous introductory marketing course.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion
Course Evaluation Methods: 
A: Exam , B: Assignment, C: Student Presentations

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Program Learning Outcomes

Teaching Methods

Assessment Methods

1) Explains anaysis of the marketing strategy decisions

1,4

1,2,3

A,B,C

2)   Knows product / service / branding strategies

15,16,18

1,2,3

A,B,C

3) Explains pricing and price adjustment strategies

6,11,15

1,2,3

A,B,C

4) Knows Place and promotions strategies

1

1,2,3

A,B,C

 

Course Flow

Week

Topics

Study Materials

1

Review of the introductory marketing concepts

Related Chapters

2

Marketing Strategy

Related Chapters

3

Product / service / branding strategies

Related Chapters

4

New product development and product life cycle strategies

Related Chapters

5

Pricing strategies and pricing approaches

Related Chapters

6

Price adjustment strategies

Related Chapters

7

Midterm Exam

Related Chapters

8

Place strategies

Related Chapters

9

Retailers / whoesalers / supply chain

Related Chapters

10

Integrated marketing communications

Related Chapters

11

Advertising / PR / Direct Selling

Related Chapters

12

Social Media and New Communication Channels

Related Chapters

13

Project Presentations

Related Chapters

14

Project Presentations

Related Chapters

15

Review

 

16

Final Exam

 

 
 

Recommended Sources

Textbook

Kotler P. & G.Armstrong (2013) Principles of Marketing Prentice-Hall International, Inc

Additional Resources

 

 
 

Material Sharing

Documents

Power point presentation related to all concepts discussed in the class.

Assignments

Preparing a marketing plan on a product or service that the student has innovatively proposed to introduce to the market.

Exams

One midterm, one final exam

 
 

Assessment

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-term

1

70

Assignments and Class Participation

2

10

Presentation

1

20

Total

 

100

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE

 

35

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE

 

65

Total

 

100

 

 

COURSE CATEGORY

Expertise/Field Courses

 
 

Course’s Contribution to Program

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

Students should demonstrate their knowledge of the essential body of knowledge in business management (functions of management: organization theory: policy and strategy: information, technology and operations management; human capital management; accounting; finance; marketing; economics; and an integrated perspective).

 

x

 

 

 

2

Students should demonstrate their ability to construct strategy, make organizational decisions and define the required processes to execute these decisions by utilizing the concept and knowledge in business management and by considering cultural and ethical values.

 

x

 

 

 

3

Students should demonstrate the ability to understand the dynamics of global business environment; follow the changes and improvements and understanding the importance of flexibility and creativity in the changing global business world

 

 

 

X

 

4

Students should demonstrate their comprehension of basic economics, law and social sciences which shape the global business environment and their ability to make decisions via these knowledge.

x

 

 

 

 

5

Students should demonstrate their ability to communicate effectively and work in harmony with members from different disciplines.

 

X

 

 

 

6

Students should be able to effectively communicate in writing or orally in global business environment.

 

 

X

 

 

7

Students should be able to appreciate and recognize contributions of individuals from diverse cultures, and should be able to effectively communicate, positively contribute and work as a team member.

 

X

 

 

 

8

Students should be able to use common information and communication technologies employed in business management.

 

x

 

 

 

9

Students should be able to define problems related with business processes, gather data, choose the required methods to analyze the data, evaluate the results and identify the necessary practices and communicate their ideas effectively.

 

 

x

 

 

10

Students should be able to demonstrate their ability to make contributions in business team or project groups, take responsibility and take the leadership role.

 

X

 

 

 

11

Students should demonstrate their understanding of business ethics and social responsibility concepts and motivation to take active role in these subjects.

 

x

 

 

 

12

Students should have required English proficiency to follow the current events and improvements in their professional area and to communicate their ideas in international business arena.

 

 

x

 

 

13

Students should understand the importance of lifelong learning to maintain personal and professional development.

 

 

x

 

 

14

Students should demonstrate that they have the discipline and responsibility to conduct and independent study, project, research.

 

 

x

 

 

 
 

ECTS

Activities

Quantity

Duration
(Hour)

Total
Workload
(Hour)

Course Duration (Including the exam week: 16x Total course hours)

16

3

48

Hours for off-the-classroom study (Pre-study, practice)

16

3

48

Mid-terms

1

3

3

Assignment

2

3

6

Presentation

1

3

3

Final

1

3

3

Total Work Load

 

 

111

Total Work Load / 25 (h)

 

 

4.44

ECTS Credit of the Course

 

 

4