Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3ITF205Marketing Management3+0+03610.06.2024

 
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program International Trade and Finance (Eng)
Type of Program Formal Education
Type of Course Unit Compulsory
Course Delivery Method Face To Face
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.
Course Notes LMS'de mevcut
Documents 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
In-Term Studies Quantity Percentage
Mid-terms 1 % 35
Assignment 4 % 10
Attendance 1 % 10
Final examination 1 % 45
Total
7
% 100

 
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:
NoLearning 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
WeekTopicsStudy MaterialsMaterials
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
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
All 4 1 2 1 5 3 1 1 2 3 4 3
C1 1 1 2 2 4 1 1 1 2 3 4 2
C2 5 1 1 1 4 1 1 2 2 2 3 2
C3 5 1 3 1 5 2 1 1 1 2 1 2
C4 4 1 2 2 4 1 2 2 2 3 4 3
C5 5 1 1 1 4 1 1 3 2 2 1 3

  bbb

  
  https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=115704&curProgID=5647&lang=en