TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Master's Degree Without Thesis
YEAR OF STUDY	1
SEMESTER	First Term (Fall)
NUMBER OF ECTS CREDITS ALLOCATED	8
NAME OF LECTURER(S)	Professor Zeliha Eser Professor Feride Bahar Işın
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Comprehend the importance of marketing in business functions. 2) Develop marketing strategies and implement them in business life. 3) Know marketing mix elements. 4) Determine appropriate marketing strategies for consumer and industrial markets. 5) Know marketing environment. 6) To examine the effective factors on marketing strategies and provide an implication in business life. 7) Know why strategic marketing planning is important. 8) Know how to make SWOT analysis. 9) Know strategies of product, price, promotion and place. 10) Able to develop plans for marketing strategies. 11) Know portfolio analysis.
MODE OF DELIVERY	E-Learning
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	MAN 534 Consumer Behavior and MAN 533 Services Marketing
COURSE DEFINITION	Marketing is regarded as one of the main functions of business. In this course, marketing concept, marketing system, pricing, product, distribution channels, promotion, marketing research, market segmentation and market analysis are analyzed.
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 Assignment 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(%) Assignment 1 20 Total(%) 20 Contribution of In-term Studies to Overall Grade(%) 20 Contribution of Final Examination to Overall Grade(%) 80 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam Preparation for Quiz Individual or group work 1 60 60 Preparation for Final exam 1 80 80 Course hours 14 1 14 Preparation for Midterm exam Laboratory (including preparation) Final exam 1 25 25 Homework 1 30 30 Project 1 30 30 Total Workload 239 Total Workload / 30 7,96 ECTS Credits of the Course 8
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No