| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Marketing Management | MHY109 | Elective | Master's degree | 1 | Fall | 6 |
Name of Lecturer(s)
Prof. Dr. Gülşen AKMAN
Learning Outcomes of the Course Unit
1) Defining importance of marketing in the business functions
2) lnterpretting a variety of marketing strategies
3) constructing the raletionship between the new product development and marketing
4) Explaining the role of the distribution channels in the marketing function
5) Defining the components of the marketing mix and their applications
6) Explaining promotion methods in marketing
Program Competencies-Learning Outcomes Relation
Bölümün/programın program yeterlilikleri sistemde olmadığından ilişkilendirme işlemi yapılamamıştır.
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Not Required
Course Contents
The concept of marketing. The importance of marketing for businesses and society, theoretical and diciplinel direction, with other disciplines, functions. Review the basic approaches to marketing issues. system approach, Marketing environment-Marketing Information Systems. Consumer market, buyers market, a manufacturer, dealer, government markets. Marketing segmentation. Marketing organization and planning. Determining the goals of Business Administration and Marketing. Marketing program planning. The use of different areas of marketing. Strategic approaches to marketing. Growth and competitive strategies. The concept of strategic marketing management. Business strategies and strategic marketing planning. Situation analysis market analysis, market forecasts, competitive analysis. Marketing strategies. Product program. New product development process. Pricing program. Promotion program, Advertising, Sales geliştirme.Dağıtım channels, and structural features, the harmonization of distribution channels,
Recommended or Required Reading
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Contribution of Semester Studies to Course Grade |
50% |
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Contribution of Final Examination to Course Grade |
50% |
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Total | 100% | ||||||||||||||
Language of Instruction
Turkish
Work Placement(s)
Not Required