Nevşehir Hacı Bektaş Veli University Course Catalogue
|
|||||
| Year/Semester of Study | 1 / Fall Semester | ||||
| Level of Course | 3rd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | BUSINESS ADMINISTRATION - PRODUCTION MANAGEMENT AND MARKETING (DOCTORATE DEGREE) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | NEŞE ACAR (neseacar@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| The objective of this course is to define strategic marketing management, business analysis, industry and competitive analysis, customer analysis, market opportunities and market analysis, strategies for market position, implementation of marketing strategies, strategic control and performance evaluation. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | can define marketing and marketing management concepts |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-3 Strengthen their information on strategic marketing management, knows the issues of development and implementation of different marketing strategies, have knowledge about marketing organization, planning, implementation, audit and control issues. PO-7 Understand the interaction of marketing with other branches of business management and different disciplines, examine the various marketing issues with new perspectives, gain abilities to produce original information through analysis and synthesis technics. PO-8 Approach new marketing information in a systematic manner, have a high level of skills in research methods. PO-9 Can improve the science of marketing, develop a new scientific method, or apply a known method to a different area of marketing. PO-12 Contribute to national and international literature by doing and introducing original scientific studies in the field of marketing. |
Presentation |
| LO-2 | can explain types and processes of marketing plans |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-3 Strengthen their information on strategic marketing management, knows the issues of development and implementation of different marketing strategies, have knowledge about marketing organization, planning, implementation, audit and control issues. PO-8 Approach new marketing information in a systematic manner, have a high level of skills in research methods. PO-11 Have knowledge which is up to date, follow national and international literature closely and develop themselves not only in the marketing field, but also in the other social issues PO-18 Identify social, scientific, managerial and ethical problems that are encountered in the field of marketing and business life, analyse and solve them, and contribute to the development of values related to such issues. |
Presentation |
| LO-3 | can define market analysis, demand forecasting |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-3 Strengthen their information on strategic marketing management, knows the issues of development and implementation of different marketing strategies, have knowledge about marketing organization, planning, implementation, audit and control issues. PO-5 Learn the subject of consumer behavior, handle the issues related to consumer behavior particularly with marketing discipline, and generally with various disciplines such as psychology, sociology and economics, have good knowledge to improve the existing models of consumer behavior or develop new ones. PO-8 Approach new marketing information in a systematic manner, have a high level of skills in research methods. PO-18 Identify social, scientific, managerial and ethical problems that are encountered in the field of marketing and business life, analyse and solve them, and contribute to the development of values related to such issues. |
Presentation |
| LO-4 | can define market segmentation and target marketing |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-5 Learn the subject of consumer behavior, handle the issues related to consumer behavior particularly with marketing discipline, and generally with various disciplines such as psychology, sociology and economics, have good knowledge to improve the existing models of consumer behavior or develop new ones. PO-8 Approach new marketing information in a systematic manner, have a high level of skills in research methods. |
Presentation |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
|||
| Course Contents | ||
| Marketing process, strategic marketing, business analysis, sector and competition analysis, market analysis, life of product, strategic control, evaluation | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Evolution of marketing process | Lecture, Discussion, Question & Answer |
| 2 | Strategic marketing management | Lecture, Discussion, Question & Answer |
| 3 | Business analysis | Lecture, Discussion, Question & Answer |
| 4 | Industry and competitive analysis | Lecture, Discussion, Question & Answer |
| 5 | Customer analysis | Lecture, Discussion, Question & Answer |
| 6 | Market opportunities ve market analysis | Lecture, Discussion, Question & Answer |
| 7 | Competition and positioning strategies | Lecture, Discussion, Question & Answer |
| 8 | mid-term exam | |
| 9 | Introduction strategies | Lecture, Discussion, Question & Answer, case study |
| 10 | Growth strategies | Lecture, Discussion, Question & Answer, case study |
| 11 | Majurity strategies | Lecture, Discussion, Question & Answer, case study |
| 12 | Decline strategies | Lecture, Discussion, Question & Answer, case study |
| 13 | Strategies for market position | Lecture, Discussion, Question & Answer |
| 14 | Implementation of marketing strategies | Lecture, Discussion, Question & Answer |
| 15 | Strategic control and performance evaluation | Lecture, Discussion, Question & Answer |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Torlak Ömer, Remzi Altunışık (2009); Pazarlama Stratejileri Yönetsel Bir Yaklaşım, Beta Yayıncılık, İstanbul | |
| 2 | Karabulut Muhittin Stratejik pazarlama Yönetimi, Universal Yay., İstanbul, 2004. | |
| Required Course instruments and materials | ||
| Projection, textbook | ||
| 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 | 9 | 36 |
| b) Search in internet/Library | 4 | 5 | 20 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 4 | 10 | 40 |
| 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 | 5 | 20 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 180 | ||