Nevşehir Hacı Bektaş Veli University Course Catalogue

Information Of Programmes

INSTITUTE OF SOCIAL SCIENCES / İŞL-523 - BUSINESS ADMINISTRATION

Code: İŞL-523 Course Title: MARKETING MANAGEMENT Theoretical+Practice: 3+0 ECTS: 6
Year/Semester of Study 1 / Fall Semester
Level of Course 2nd Cycle Degree Programme
Type of Course Optional
Department BUSINESS ADMINISTRATION
Pre-requisities and Co-requisites None
Mode of Delivery Face to Face
Teaching Period 14 Weeks
Name of Lecturer MUSTAFA ÜNSALAN (mustafaunsalan@nevsehir.edu.tr)
Name of Lecturer(s) EMİR ERDEN, SUZAN ÇOBAN, MUSTAFA ÜNSALAN,
Language of Instruction Turkish
Work Placement(s) None
Objectives of the Course
Students understand the concepts and issues related to marketing management..

Learning Outcomes PO MME
The students who succeeded in this course:
LO-1 Can explain the impact of macro and micro environment on marketing. PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
 		Examination
LO-2 Can explain the strategic planning process PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
 		Examination
LO-3 Can explain the functional planning process PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
PO-18 Use research methods and techniques for writing a thesis or doing scientific research.
Examination
LO-4 Can describe the growth and competitive strategies PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
PO-18 Use research methods and techniques for writing a thesis or doing scientific research.
Examination
Presentation
PO: Programme Outcomes
MME:Method of measurement & Evaluation

Course Contents
The concept of marketing, marketing approaches, environment and strategic planning, marketing strategies.
Weekly Course Content
Week Subject Learning Activities and Teaching Methods
1 Marketing Concepts and Principles of Marketing Lecture and question-answer method
2 Marketing Environment and Global Marketing Lecturing, question-answer and discussion method
3 Marketing Informatıon System and Marketing Research Lecturing, question-answer and discussion method
4 Strategic Marketing Planning Lecture and question-answer method
5 Consumer Markets Lecturing, question-answer and discussion method
6 Industriyal Markets Lecturing, question-answer and discussion method
7 Market Segmentations and Target Market Lecture and question-answer method
8 mid-term exam
9 Product strategies Lecture and question-answer method
10 Price Strategies Lecture and question-answer method
11 Promotion Strategies Lecture and question-answer method
12 Place Strategies Lecture and question-answer method
13 Marketing Auditing Lecturing, question-answer and discussion method
14 Brand Management Lecturing, question-answer and discussion method
15 Digital Marketing Management Lecturing, question-answer and discussion method
16 final exam
Recommend Course Book / Supplementary Book/Reading
1 ALTUNIŞIK, R., VE DİĞERLERİ, MODERN PAZARLAMA, DEĞİŞİM YAYINLARI, İSTANBUL, 2006.
2 MUCUK İSMET, PAZARLAMA İLKELERİ, TÜRKMEN YAYINLARI, İSTANBUL, 2010
Required Course instruments and materials
Projection, textbook, blackboard.

Assessment Methods
Type of Assessment Week Hours Weight(%)
mid-term exam 8 1 40
Other assessment methods
1.Oral Examination
2.Quiz
3.Laboratory exam
4.Presentation
5.Report
6.Workshop
7.Performance Project
8.Term Paper
9.Project
final exam 16 1 60

Student Work Load
Type of Work Weekly Hours Number of Weeks Work Load
Weekly Course Hours (Theoretical+Practice) 3 14 42
Outside Class
       a) Reading 4 11 44
       b) Search in internet/Library 2 10 20
       c) Performance Project 0
       d) Prepare a workshop/Presentation/Report 5 6 30
       e) Term paper/Project 0
Oral Examination 0
Quiz 0
Laboratory exam 0
Own study for mid-term exam 4 5 20
mid-term exam 1 1 1
Own study for final exam 4 4 16
final exam 1 1 1
0
0
Total work load; 174