Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits	Last Updated Date
4	ISL252	Marketing Management	3+0+0	3	6	20.04.2026

Course Details

Language of Instruction	Turkish
Level of Course Unit	Bachelor's Degree
Department / Program	Business
Type of Program	Formal Education
Type of Course Unit	Compulsory
Course Delivery Method	Face To Face
Objectives of the Course	The aim of this course is to enable students to learn the fundamental concepts, processes, and strategic approaches of marketing management; and to develop their ability to relate theoretical knowledge to practical application by analyzing the marketing strategies of brands from different sectors. The course aims to equip students with the competence to understand consumer behavior, identify target markets, and evaluate positioning and digital marketing strategies.
Course Content	This course covers the fundamental concepts of marketing management, the evolution of marketing understanding, and the marketing environment. Consumer behavior, market segmentation, target market selection, and positioning strategies are examined. Digital marketing and current marketing approaches are evaluated. Furthermore, the marketing strategies of brands from different sectors are analyzed to connect theoretical knowledge with practical application.
Course Methods and Techniques	1. Lecture, 2. Case Study, 3. Project-Based Learning, 4. Individual Study, 5. Question and Answer.
Prerequisites and co-requisities	None
Course Coordinator	None
Name of Lecturers	Asist Prof. Senem EIVAZZADEH İNCE senem.ince@gedik.edu.tr
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Marketing Management - Philip Kotler, Kevin Lane Keller - 2018 https://www.kitapyurdu.com/kitap/pazarlama-yonetimi/470320.html?srsltidAfmBOoq4TLK1Jyb4UEDAVknQ4410WVB -- dN778Bly6cjAXNU-LfCyZX-
Course Notes	Lecture notes compiled from various marketing sources.

Course Category

Social Sciences	%50
Field	%50

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	14	5	70
Assignments	1	10	10
Mid-terms	1	20	20
Final examination	1	10	10
Total Work Load			Number of ECTS Credits 6 152

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

No	Learning Outcomes
1	Explain the fundamental concepts, processes, and approaches in marketing and sales, and relate them to practical applications.
2	Analyze the marketing environment, consumer behavior, and market dynamics to develop appropriate strategic decisions for businesses.
3	Compare traditional and digital marketing tools and design digital marketing strategies suitable for different sectors.
4	Develop effective marketing plans by applying market segmentation, target market selection, and positioning processes.
5	Utilize marketing research and data analysis methods to identify customer needs and propose solution-oriented strategies.
6	The program evaluates, interprets, and presents the marketing strategies of a selected brand based on marketing environment analysis, the STP approach, and marketing mix elements.

Weekly Detailed Course Contents

Week	Topics	Study Materials	Materials
1	Introduction to marketing and basic concepts (needs, wants, demand, value)
2	The development of marketing understanding and the importance of marketing.
3	Marketing environment (macro environment, competitive environment, business environment)
4	Marketing information systems and marketing research
5	Case study: Marketing strategies of different brands
6	Factors influencing consumer behavior and the decision-making process.
7	Market Segmentation, Target Market Selection and Positioning (STP)
8	Case study: Marketing strategies of different brands
9	Marketing mix: Product and product strategies
10	Marketing mix: Pricing, distribution, and promotion strategies.
11	Artificial intelligence and digital marketing applications
12	Project Presentations
13	Project presentations (brand analysis)
14	Project presentations and overall evaluation.

Contribution of Learning Outcomes to Programme Outcomes

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https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=264994&curProgID=5735&lang=en