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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 7012 MARKETING MANAGEMENT COMPULSORY 3 0 0 8

Offered By

Marketing Management Non-thesis

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR SEMRA AYTUĞ

Offered to

Marketing Management Non-thesis

Course Objective

Aims to put the place of strategic dimension of marketing management forward in changing marketing orientation.

Learning Outcomes of the Course Unit

1   Understanding the concepts related to marketing management 2   Evaluate and interpret marketing strategies of business 3   Prepare and implement strategic marketing plan 4   Gaining skills of formation and implementation of marketing strategies 5   Gaining skills related to analysis and auditing of marketing activities

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Marketing concept and a general view to the strategic marketing management 2 Marketing/environmental factors 3 Market Analysis/positioning strategy 4 Target-market strategies 5 Customer and competition analysis 6 Strategic marketing planning 7 Portfolio analysis and strategic tools 8 Brand development and new-product launch 9 Growing and competition strategies 10 Case study 11 Marketing planning and auditing 12 Case study 13 Student Presentations 14 Conclusion and Evaluation

Recomended or Required Reading

Kotler Philip, Gary Armstrong, Principles of Marketing, Upper Saddle River, New Jersey, 2004 Kotler Philip and Keller Kevin Lane, Marketing Management 12e Pearson Prentice Hall Upper Saddle River New Jersey 2006 Aytuğ, Semra ve Özgüven, Nihan, Pazarlama Yönetimi, Detay Yayıncılık, 2011

Planned Learning Activities and Teaching Methods

The course will be carried out heavily argumentation or interactive method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

semra.aytug@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 6 84 Preparation for midterm exam 1 30 30 Preparation for final exam 1 40 40 Final 1 1,5 2 Midterm 1 1,5 2 TOTAL WORKLOAD (hours) 200

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 PO.9 PO.10 PO.11 LO.1 1 LO.2 1 LO.3 1 LO.4 1 LO.5 1