Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3ITF205Marketing Management3+0+03605.08.2026

 
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 This course aims to:
• Allow students to have a deeper insight into the role of marketing within the firm and society.
• Expose students to the two parts of a marketing strategy: the target market and the marketing mix.
• Let students recognize the four basic tools in the marketing mix: product, promotion, price, and distribution.
Course Content The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing. Other topics, which will be incorporated into the course, are external environment (which will focus on integrative topics with marketing, such as economics, politics, government, and nature), marketing research, international/global marketing with relevance to cultural diversity, ethics, the impact of technology on marketing, and careers in marketing.
Course Methods and Techniques 1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study Method, 8. Question and Answer (Q&A)
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 Westwood, J. (2022). How to Write a Marketing Plan Define your strategy, plan effectively and reach your marketing goals (17th ed.). Kogan Page, London, UK.
Kotler, P., Keller, K., & Chernev, A. (2021). Marketing Management, Global Edition (16. edition). Upper Saddle River, N.J.: Pearson.
Course Notes Available on the LMS

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 % 20
Final examination 1 % 45
Total
6
% 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 (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 1 Kotler and Keller (2021).
2 Defining marketing and marketing management (1. Lecture / Direct Instruction, 2. Discussion Method, 7. Individual Study Method) Chapter 1, Homework Kotler and Keller (2021).
3 Essential marketing concepts (1. Lecture / Direct Instruction, 2. Discussion Method) Chapter 1, Homework Kotler and Keller (2021).
4 Situation analysis – the marketing audit (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 2 Westwood (2022)
5 Situation analysis – the marketing audit II (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 2 Westwood (2022)
6 Marketing objectives (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 3 Westwood (2022)
7 Strategies and action plans (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A), 4. Case Study) Chapter 4 Westwood (2022)
8 Strategies and action plans II (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A), 4. Case Study) Chapter 4 Westwood (2022)
9 The distribution plan (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 5 Westwood (2022)
10 The distribution plan II (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 5 Westwood (2022)
11 The advertising and promotions plan (1. Lecture / Direct Instruction, 4. Case Study) Chapter 6 Westwood (2022)
12 The advertising and promotions plan II (1. Lecture / Direct Instruction, 4. Case Study) Chapter 6 Westwood (2022)
13 Costs and budgets (1. Lecture / Direct Instruction, 4. Case Study, 7. Individual Study Method) Chapter 7, Homework Westwood (2022)
14 Writing the plan, and discussing marketing plan samples (1. Lecture / Direct Instruction, 4. Case Study) Chapter 8-9-10, Homework Westwood (2022)

 
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

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