Prerequisite Courses:
Course Objectives:
The aim is to ensure that the students gain basis of marketing development, marketing area, targeting, product development, pricing, distribution and communication strategy knowledge and giving the basis of strategic decision making.
Course Content:
Competitive marketing strategies which necessary for different type of sectors and economic conditions and analyze theoretic infrastructure from example situation which necessary for applying marketing content and system with strategic perspective.
Course Methodology:
1:Lecture, 2:Question-Answer, 3:Discussion, 4. Simulation
Course Evaluation Methods:
A: Exam, B:Presentation, C: Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) To improve strategies of marketing. | 2,3 | 1,2,3,4 | A,B,C |
| 2) To analyze micro and macro actors in the periphery of marketing in order to make SWOT analysis | 2,3 | 1,2,3,4 | A,B,C |
| 3) To produce marketing strategies about determined product or service | 2,4 | 1,2,3,4 | A,B,C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction | Related chapter and articles |
| 2 | Designing and Managing Services | Related chapter and articles |
| 3 | Building Strong Brands | Related chapter and articles |
| 4 | Managing Pricing and Sales Promotion | Related chapter and articles |
| 5 | Managing Marketing Communications | Related chapter and articles |
| 6 | Designing an Integrated Marketing Campaign in the Digital Age | Related chapter and articles |
| 7 | Midterm Exam | |
| 8 | Personal Selling and Direct Marketing | Related chapter and articles |
| 9 | Designing and Managing Distribution Channels | Related chapter and articles |
| 10 | Managing Retailing | Related chapter and articles |
| 11 | Driving Growth in Competitive Markets | Related chapter and articles |
| 12 | Developing New Market Offerings | Related chapter and articles |
| 13 | Building Customer Loyalty | Related chapter and articles |
| 14 | Case Studies | Related chapter and articles |
| 15 | Case Studies | Related chapter and articles |
| 16 | Final Exam | |
Recommended Sources
| RECOMMENDED SOURCES | |
|
Textbook |
Marketing Management, Philip Kotler and Kevin Lane Keller, Alexander Chernev, Pearson, Global 16. Ed., ISBN: 978-1292092621 |
| Additional Resources | |
Material Sharing
| MATERIAL SHARING | |
| Documents | |
| Assignments | |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Midterm | 1 | 30 |
| Simulation | 1 | 30 |
| Final | 1 | 40 |
| Total | 100 | |
Course’s Contribution to Program
| COURSE'S CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Will be able to describe all the concepts related to business functions. | x | ||||
| 2 | Will be able to use the theoretical and practical knowledge gained in the field of business administration. | x | ||||
| 3 | Will be able to explain concepts, ideas and cases with scientific methods, interpret and evaluate qualitative and quantitative data, define problems and develop solutions. | x | ||||
| 4 | Will be able to use various communication channels effectively in business life. | x | ||||
| 5 | Will be able to demonstrate ethical values. | x | ||||
| 6 | Will be able to demonstrate an understanding of social responsibility and active citizenship. | x | ||||
| 7 | Will be able to evaluate the acquired knowledge and skills with a critical approach. | x | ||||
| 8 | Will be able to interpret quality management and processes, environmental protection, occupational safety and sustainability. | x | ||||
| 9 | Will be able to work effectively in the team and takes initiative for the success of the team. | x | ||||
| 10 | Will be able to manage and defend diversity. | x | ||||
ECTS
|
ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION |
|||
| 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 | 4 | 64 |
| Mid-term exam | 1 | 5 | 5 |
| Simulation | 1 | 5 | 5 |
| Final exam | 1 | 20 | 20 |
| Total Work Load | 142 | ||
| Total Work Load / 25 (h) | 5,68 | ||
| ECTS Credit of the Course | 6 | ||
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