Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits
3	ITF205	Marketing Management	3+0+0	3	6

Course Details

Language of Instruction	English
Level of Course Unit	Bachelor's Degree
Department / Program	International Trade and Finance (Eng)
Mode of Delivery	Face to Face
Type of Course Unit	Compulsory
Objectives of the Course	Bu dersin amacı: • Öğrencilerin firma ve toplum içerisinde pazarlamanın rolü hakkında daha derin bir anlayışa sahip olmalarını sağlamak. • Öğrencilere pazarlama stratejisinin iki bölümünü tanıtmak: hedef pazar ve pazarlama karması. • Öğrencilerin pazarlama karması içindeki dört temel aracı tanımasını sağlamak: ürün, promosyon, fiyat ve dağıtım.
Course Content	Ders temel pazarlama kavramlarına, pazarlamanın organizasyondaki rolüne ve pazarlamanın toplumdaki rolüne odaklanmaktadır. Konular arasında pazar bölümlendirmesi, ürün geliştirme, tanıtım, dağıtım ve fiyatlandırma yer alır. Derse dahil edilecek diğer konular dış çevre (ekonomi, politika, hükümet ve doğa gibi pazarlamayla bütünleştirici konulara odaklanacaktır), pazarlama araştırması, kültürel çeşitlilikle bağlantılı uluslararası/küresel pazarlama, etiktir. , teknolojinin pazarlama üzerindeki etkisi ve pazarlamada kariyer.
Course Methods and Techniques	(1) Anlatım, tartışma, (2) Vaka çalışması
Prerequisites and co-requisities	None
Course Coordinator	None
Name of Lecturers	Asist Prof. Metin TOPTAŞ metin.toptas@gedik.edu.tr
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Philip Kotler and Kevin Lane Keller (2015). Marketing Management (15th Ed.). Pearson Education Ltd.,Harlow, UK.
	LMS'de mevcut
	Philip Kotler and Kevin Lane Keller (2015). Marketing Management (15th Ed.). Pearson Education Ltd.,Harlow, UK.

Course Category

Social Sciences	%40
Field	%60

Planned Learning Activities and Teaching Methods

Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	Total Work Load
Course Duration	14	3	42
Hours for off-the-c.r.stud	13	2	26
Assignments	4	8	32
Mid-terms	1	20	20
Final examination	1	25	25
Total Work Load			Number of ECTS Credits 6 145

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:

No	Learning Outcomes
1	Indentify segmentation, targeting, and positioning strategies.
2	Discuss product and branding decisions.
3	Analyze pricing decisions and the concept of perceived customer value.
4	Explain an effective mix of marketing communications.
5	Understand the role of distributors, retailers, and other intermediaries in delivering products, services and information to customers.

Weekly Detailed Course Contents

Week	Topics	Study Materials
1	Acquaintance and explaining the syllabus
2	Defining Marketing for the New Realities	Kotler and Keller (2015). Chapter 1
3	Developing Marketing Strategies and Plans	Kotler and Keller (2015). Chapter 2
4	Conducting Marketing Research	Kotler and Keller (2015). Chapter 4
5	Creating Long-Term Loyalty Relationships	Kotler and Keller (2015). Chapter 5
6	Analysing customer and business markets	Kotler and Keller (2015). Chapter 6-7
7	Identifying Market Segments and Targets, and Crafting the Brand Positioning	Kotler and Keller (2015). Chapter 9-10
8	Building Strong Brands: Cretaing Brand Equity, and Competition and growth	Kotler and Keller (2015). Chapter 11-12
9	Creating Value: Product strategies and design	Kotler and Keller (2015). Chapter 13
10	Creating Value: Introducing new market offerings	Kotler and Keller (2015). Chapter 15
11	Creating Value: Developing Pricing Strategies	Kotler and Keller (2015). Chapter 16
12	Delivering Value: Designing and Managing Integrated marketing channels	Kotler and Keller (2015). Chapter 17
13	Communicating Value: Designing and Managing Integrated Marketing Communications	Kotler and Keller (2015). Chapter 19
14	Communicating Value: Managing mass communications	Kotler and Keller (2015). Chapter 20

Contribution of Learning Outcomes to Programme Outcomes

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