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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS MBA 8009 MARKETING MANAGEMENT AND STRATEGIES COMPULSORY 2 0 0 6

Offered By

DISTANCE LEARNING MASTER OF BUSINESS ADMINISTRATION NON-THESIS

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR BURCU ILTER

Offered to

DISTANCE LEARNING MASTER OF BUSINESS ADMINISTRATION NON-THESIS

Course Objective

This course aims to provide students an understanding of applying marketing strategies in real world situations besides giving them the core marketing concepts.

Learning Outcomes of the Course Unit

1   1. Demonstrate an understanding of basic marketing strategies in business enterprises. 2   2. Apply and analyze marketing strategies through assignments. 3   3. Explain and analyze real marketing applications. 4   4. Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 INTRODUCTION 2 MARKETING: CREATING AND CAPTURING CUSTOMER VALUE 3 MARKETING ENVIRONMENT 4 CONSUMER & BUSINESS BUYER BEHAVIOR 5 SEGMENTATION, TARGETING, POSITIONING 6 PRODUCT AND SERVICES STRATEGY 7 MID-TERM EXAM 8 PRICING APPROACHES 9 PRICING APPROACHES 10 DISTRIBUTION 11 COMMUNICATION AND PROMOTIONAL MIX 12 COMMUNICATION AND PROMOTIONAL MIX 13 SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS 14 FINAL EXAM

Recomended or Required Reading

1. Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall. 2. Kotler, P. and Armstrong, G.(2010), Principles of Marketing, New Jersey: Prentice Hall, Inc., 13th Edition.

Planned Learning Activities and Teaching Methods

Lecture, discussions.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FIN FINAL EXAM 3 FCG FINAL COURSE GRADE MTE * 0.50 + FIN* 0.50 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.50 + RST* 0.50

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

burcu.ilter@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 3 36 Preparations before/after weekly lectures 12 2 24 Preparation for midterm exam 1 35 35 Preparation for final exam 1 40 40 Final 1 2 2 Midterm 1 2 2 TOTAL WORKLOAD (hours) 139

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 LO.1 4 LO.2 3 LO.3 4 LO.4 5