Ders Bilgileri

MARKETING MANAGEMENT
Kodu	Dönemi	Teori	Uygulama	Ulusal Kredisi	AKTS Kredisi
		Saat / Hafta
İBY304	Spring	3	0	3

Ön Koşulu Olan Ders( ler )	None
Dili	en
Türü	Required
Seviyesi	Bachelor's
Öğretim Elemanı( ları )	Assioc. Prof. Dr. Kalender Özcan ATILGAN
Öğretim Sistemi	Face to Face
Önerilen Hususlar	None
Staj Durumu	None
Amacı	Marketing is an inseperable part of today’s modern life. Hence, the purpose of this course is to explain what marketing is about and what is covered within the context of marketing in organizations.
İçeriği	The topics covered in this course are the definition of marketing, examination of marketing environment, understanding of marketing mix and discussion of marketing management process as well as the principles of the implementation of marketin process.

Dersin Öğrenim Çıktıları

#	Öğrenim Çıktıları
1	Describes and gives examples for the basic concepts regarding marketing
2	Explains the concept of market environment, analysis the constituents of the market environment and derives implications from this analysis for the marketing management
3	Explains the causes of consumer behavior and derives some consclusions for the marketing management
4	Explains marketing information system, identifies what is necessary for marketing management and analyzes the needs
5	Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection
6	Analyzes the concept of marketing mix and organizes them in the context of marketing processees
7	Analyzes the marketing activities of an organization and forms marketing programs
8	Defines the concepts of marketing planning and strategic marketing planning, identifies relevant concepts and develops and strategic marketing planning

Haftalık Ayrıntılı Ders İçeriği

#	Konular	Öğretim Yöntem ve Teknikleri
1	Introduction to marketing	Lectures, discussion
2	Marketing environment and searching for market opportunities	Lectures, discussion
3	Consumer behavior	Lectures, discussion
4	Marketing information systems and marketing research	Lectures, discussion
5	Market segmentation, target market selection and positioning	Lectures, discussion
6	Product decisions and management	Lectures, discussion
7	Price and pricing	Lectures, discussion
8	Mid-term exam	Written examination
9	Promotion efforts: advertising, sales promotion and public relations	Lectures, discussion
10	Personal selling and sales management	Lectures, discussion
11	Distribution channels and distribution policies	Lectures, discussion
12	Wholeselling and retailing	Lectures, discussion
13	Marketing management and strategic marketing planning	Lectures, discussion
14	Marketing control and social responsibility in marketing	Lectures, discussion
15	Developments in marketing	Lectures, discussion
16	Final Exam	Written examination

Resources

#	Malzeme / Kaynak Adı	Kaynak Hakkında Bilgi	Referans / Önerilen Kaynak
1	Cemal Yükselen, Pazarlama, Detay Yayıncılık, İstanbul, 2007.

Ölçme ve Değerlendirme Sistemi

#	Ağırlık	Çalışma Türü	Çalışma Adı
1	0.4	1	1. Mid-Term Exam
2	0.6	5	Final Exam

Dersin Öğrenim Çıktıları ve Program Yeterlilikleri ile İlişkileri

#	Öğrenim Çıktıları	Program Çıktıları	Ölçme ve Değerlendirme
1	Describes and gives examples for the basic concepts regarding marketing	3͵6	1͵2
2	Explains the concept of market environment, analysis the constituents of the market environment and derives implications from this analysis for the marketing management	3͵6	1͵2
3	Explains the causes of consumer behavior and derives some consclusions for the marketing management	3͵6	1͵2
4	Explains marketing information system, identifies what is necessary for marketing management and analyzes the needs	3͵6	1͵2
5	Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection	3͵6	1͵2
6	Analyzes the concept of marketing mix and organizes them in the context of marketing processees	3͵6	1͵2
7	Analyzes the marketing activities of an organization and forms marketing programs	3͵6	1͵2
8	Defines the concepts of marketing planning and strategic marketing planning, identifies relevant concepts and develops and strategic marketing planning	3͵6	1͵2

Not: Ölçme ve Değerlendirme sütununda belirtilen sayılar, bir üstte bulunan Ölçme ve Değerlerndirme Sistemi başlıklı tabloda belirtilen çalışmaları işaret etmektedir.

İş Yükü Detayları

#	Etkinlik	Adet	Süre (Saat)	İş Yükü
0	Course Duration	14	3	42
1	Course Duration Except Class (Preliminary Study, Enhancement)	14	3	42
2	Presentation and Seminar Preparation	0	0	0
3	Web Research, Library and Archival Work	5	4	20
4	Document/Information Listing	0	0	0
5	Workshop	0	0	0
6	Preparation for Midterm Exam	1	10	10
7	Midterm Exam	1	1	1
8	Quiz	0	0	0
9	Homework	0	0	0
10	Midterm Project	0	0	0
11	Midterm Exercise	0	0	0
12	Final Project	1	0	0
13	Final Exercise	0	0	0
14	Preparation for Final Exam	1	6	6
15	Final Exam	1	1	1
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