SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
70413MEEOS-MBA0031	Marketing Management and Strategies	1	Spring	3	0	3	6

Course Type :	Elective Course III
Cycle:	Master      TQF-HE:7. Master`s Degree      QF-EHEA:Second Cycle      EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	E-Learning
Name of Coordinator:	Dr. Öğr. Üyesi BEHİYE BEĞENDİK
Dersin Öğretim Eleman(lar)ı:	Öğretim Görevlisi Dr. ÇAĞLAYAN AKPINARLI
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The purpose of this course is to familiarize students with the basic concept of the Marketing Maanagement and Stratagies field of study and to explain the content of functions of marketing.

Course Content:

Strategic marketing management is a combination of marketing concepts with the company's decision-making processes to achieve organizational goals. This process includes products, target markets, competition, It includes high-level decisions regarding products, target markets, competition, pricing, marketing channels, and marketing communications. The course introduces students to analytical methods used to solve strategic marketing problems.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Evaluates the marketing environment.

2) Evaluates the consumer and industrial markets.

3) Carries out market segmentation studies and target marketing.

4) Gains comprehensive knowledge about market research.

5) Gains knowledge of the effects of product and brand concepts on marketing.

6) Learns the activities of determining the price policy of the enterprise.

7) Gains knowledge in the implementation of promotion mix activities.

8) Gains knowledge of the distribution function of the marketing mix.

Skills (Describe as Cognitive and/or Practical Skills.)

1) Link the basic marketing concepts to strategic marketing decision making.

2) Apply the strategic level of decision making process in real life marketing situations.

3) Analyze marketing cases.

4) Identify key components of marketing problems.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Defining Marketing
2)	Developing Marketing Strategies and Plans
3)	Gathering Information and Forecasting Demand
4)	Conducting Marketing Research
5)	Analyzing Consumer Markets
6)	Business Markets and Business Buyer Behavior
7)	Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8)	Products, Services, and Brands: Building Customer Value
9)	Developing New Products and Managing the Product Life Cycle
10)	Pricing: Understanding and Capturing Customer Value
11)	Pricing Strategies: Additional Considerations
12)	Marketing Channels: Delivering Customer Value
13)	Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
14)	Advertising and Public Relations

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:

References:

Kotler, P., Principles of marketing, Harlow : Pearson Prentice Hall, 2008 Kotler, P., Armstrong, G., Principles of Marketing, Pearson Prentence Hall, 2010 Kotler,P. Keller, K. L., Marketing management, 15th Edition, New Jersey: Pearson/Prentice Hall, 2016. Winer, Russell S, Marketing Management, N.J. : Pearson Prentice Hall, 2nd Ed. 2004 Kotler, P., Marketing Management, New Jersey : Pearson-Prentice Hall , 2003, 11th Edition

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

(The matrix below shows how the course learning outcomes (CLOs) associates with programme learning outcomes (both KPLOs & SPLOs) and, if exist, the level of quantitative contribution to them.)

Relationship Between CLOs & PLOs

(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )

CLOs/PLOs	KPLO 1		KPLO 2					KPLO 3		KPLO 4
	1	2	1	2	3	4	5	1	2	1	2	3	4	5	6
CLO1
CLO2
CLO3
CLO4
CLO5
CLO6
CLO7
CLO8
CLO9
CLO10
CLO11
CLO12

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explains the basic and theoratical knowledge necessary for business administration.
	1.1 Remembers the basic functions of the business.
	1.2 Evaluates various processes in business management from a systematic perspective.
2)	Improves the vision of problem solving by using case methodin various subjects in the fields of business management.
	2.1 Evaluates the knowledge and skills acquired in the field of business management with a critical approach.
	2.2 Develops problem solving and decision making skills through individual and team work.
	2.3 Develops appropriate business strategies in changing conditions, taking into account the benefits of stakeholders.
	2.4 Understands the importance and necessity of adapting to changes in the technological and business environment.
	2.5 Demonstrates the ability to manage employees and processes in a dynamic business world.
3)	Can use the metodological information effectively in spesific research and decision making studies and reports the results in an analytical approach.
	3.1 Produces solutions by considering the problems encountered in the field of business with an analytical way of thinking.
	3.2 Produces projects that can create new opportunities in different fields of business management.
4)	Develops the competencies defined as institutional outcomes of our university at the professional level in business and/or academic life, developing above the undergraduate level competencies, in lines with the expectations of the business world and society.
	4.1 Develops a competence to analyze and solve problems and manage conflicts at the level of expertise.
	4.2 Takes part as a team member in environments that require the resolution of problems and leads when necessary.
	4.3 Evaluates the existing norms and standards critically, and develop innovative and entrepreneurial ideas
	4.4 Being aware of advanced technology and digital transformation possibilities in work area.
	4.5 By supporting what they have learned with quantitative and qualitative data; transfers to groups in and out of the field in a systematic and impressive manner by using written, verbal and visual communication tools.
	4.6 Having cultural awareness and transfers it to groups outside and within the field.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Problem Solving
Demonstration
Views
Laboratory
Reading
Homework
Project Preparation
Thesis Preparation
Peer Education
Seminar
Technical Visit
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Role Playing-Animation-Improvisation
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Report Evaluation
Homework Evaluation
Oral Exam
Thesis Defense
Jury Evaluation
Practice Exam
Evaluation of Implementation Training in the Workplace
Active Participation in Class
Participation in Discussions

Relationship Between CLOs & Teaching-Learning, Assesment-Evaluation Methods of the Course

(The matrix below shows the teaching-learning and assessment-evaluation methods designated for the course unit in relation to the course learning outcomes.)

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	2	% 20.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	10	2	20
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	10	8	80
Presentations / Seminar	1	2	2
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	144
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	1	2
Midterms	1	2	2
Semester Final Exam	1	2	2
Total Workload of Assesment & Evaluation Activities	-	-	6
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			150
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6