TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Master's Degree With Thesis
YEAR OF STUDY	1
SEMESTER	First Term (Fall)
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	Associate Professor Selay Ilgaz Sümer
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Comprehend the importance of marketing in business functions. 2) Know marketing mix elements. 3) Know marketing environment. 4) Know portfolio analysis. 5) Know how to make SWOT analysis.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	The basic topics in this course are; principles of marketing management, basic marketing approaches, decision-making processes, market segmentation, target market selection, positioning and marketing mix elements.
COURSE CONTENTS	WEEK TOPICS 1st Week Marketing: Managing Profitable Customer Relations 2nd Week Company and the Marketing Strategy 3rd Week The Marketing Environment 4th Week Managing Marketing Information 5th Week Consumer Markets and Consumer Buyer Behavior 6th Week Business Markets, Segmentation, Targeting and Positioning 7th Week Product, Services and Branding Strategies 8th Week Mid-term examination 9th Week Pricing Considerations and Approaches 10th Week Pricing Strategies 11th Week Marketing Channels and Supply Chain Management 12th Week Integrated Marketing Communication Strategy 13th Week Advertising, Sales Promotion and Public Relations, Personal Selling and Direct Marketing 14th Week Creating Competitive Advantage
RECOMENDED OR REQUIRED READING	Philip Kotler, Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, 2000.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 30 Attendance 1 10 Presentation of Article 1 10 Presentation of Case Study 1 20 Total(%) 70 Contribution of In-term Studies to Overall Grade(%) 70 Contribution of Final Examination to Overall Grade(%) 30 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz Individual or group work 2 40 80 Preparation for Final exam 1 30 30 Course hours 14 3 42 Preparation for Midterm exam 1 30 30 Laboratory (including preparation) Final exam 1 2 2 Homework 4 30 120 Total Workload 306 Total Workload / 30 10,2 ECTS Credits of the Course 10
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No