Genetics and Bioengineering | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | ISLT341 | ||||||||
Course Name: | Marketing Management | ||||||||
Course Semester: | Fall | ||||||||
Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Compulsory | ||||||||
Course Level: |
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Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Dr.Öğr.Üyesi CEYDA OVACI | ||||||||
Course Lecturer(s): |
Dr.Öğr.Üyesi FATMA YONCA TUNÇ Dr.Öğr.Üyesi CEYDA OVACI |
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Course Assistants: |
Course Objectives: | The aim of this course is to teach the basic concepts of customer relationship management to the students. Upon completion of the course, the students will have knowledge about the definition of customer relationship management, its purpose, its place in marketing strategy, customer data integration, sales force automation and applications, ethics in customer relationship management, privacy and new applications. |
Course Content: | Developing marketing strategies and plans; connecting with customers: creating long-term loyalty relationships, building strong brands: identifying market segments and targets, creating brand equity; product and service strategies; pricing strategies; managing marketing channels; elements of integrated marketing communications, digital communications; advertising, sales promotions, events and experiences, and public relations; direct marketing; word of mouth; and personal selling. |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | Explanation on Course Syllabus | |
2) | Basic concepts of marketing (The subject of marketing, marketing concepts and other concepts related to marketing) | Discussion video will be sent to students via O'learn |
3) | Marketing Environment / Capturing Marketing Insights | Discussion video will be sent to students via O'learn |
4) | Customer Relationship Management/Basic Concepts | Discussion video will be sent to students via O'learn. |
5) | Market Segmentation Strategies and Target Market Selection | Discussion videos will sent to students via O'learn . |
6) | Positioning Strategies | Discussion videos will be sent to students via O'learn. |
7) | Consumer Behavior | Discussion videos will be sent to students via O'learn |
8) | Midterm Exam | |
8) | • Identification of the target market • Explanation of allocating to market sections • Understand target market reach strategies: differentiated, undifferentiated and intensified marketing policy • Target market appointment | Reading assignment will be sent to students by email |
9) | Growth and Competition Strategies | Discussion video will be sent to students via O'learn |
10) | Marketing Mix: Product Strategies | Discussion videos will be sent to students via O'learn. |
11) | Marketing Mix: Pricing Strategies | Discussion videos will be sent to students via O'learn. |
12) | Marketing Mix: Distribution Strategies | Discussion videos will be sent to students via O'learn |
13) | Marketing Mix: Promotion Strategies | Discussion video will be sent to students via O'learn |
14) | General Evaluation |
Course Notes / Textbooks: | Kevin Lanne Keller, Philip Kotler "Pazarlama Yönetimi" 2018 Çeviri editorü: İbrahim Kırçova Beta yayınları |
References: | Yok |
Learning Outcomes | 1 |
2 |
3 |
4 |
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Program Outcomes | ||||||||||
1) Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems. | ||||||||||
2) The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose. | ||||||||||
3) The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.) | ||||||||||
4) Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively. | ||||||||||
5) Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics. | ||||||||||
6) The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill. | ||||||||||
7) Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | ||||||||||
8) Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal. | ||||||||||
9) Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications. | ||||||||||
10) Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development. | ||||||||||
11) Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Sufficient knowledge in mathematics, science and engineering related to their branches; and the ability to apply theoretical and practical knowledge in these areas to model and solve engineering problems. | |
2) | The ability to identify, formulate, and solve complex engineering problems; selecting and applying appropriate analysis and modeling methods for this purpose. | |
3) | The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose. (Realistic constraints and conditions include such issues as economy, environmental issues, sustainability, manufacturability, ethics, health, safety, social and political issues, according to the nature of design.) | |
4) | Ability to develop, select and use modern techniques and tools necessary for engineering applications; ability to use information technologies effectively. | |
5) | Ability to design experiments, conduct experiments, collect data, analyze and interpret results to examine engineering problems or discipline-specific research topics. | |
6) | The ability to work effectively in disciplinary and multidisciplinary teams; individual work skill. | |
7) | Effective communication skills in Turkish oral and written communication; at least one foreign language knowledge; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | |
8) | Awareness of the need for lifelong learning; access to knowledge, ability to follow developments in science and technology, and constant self-renewal. | |
9) | Conform to ethical principles, and standards of professional and ethical responsibility; be informed about the standards used in engineering applications. | |
10) | Awareness of applications in business, such as project management, risk management and change management; awareness of entrepreneurship, and innovation; information about sustainable development. | |
11) | Information about the universal and social health, environmental and safety effects of engineering applications and the ways in which contemporary problems are reflected in the engineering field; awareness of the legal consequences of engineering solutions. |
Field Study | |
Expression | |
Brainstorming/ Six tihnking hats | |
Lesson | |
Reading | |
Homework | |
Problem Solving | |
Q&A / Discussion | |
Case Study |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Oral Examination | |
Homework | |
Individual Project | |
Case study presentation |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 1 | % 10 |
Homework Assignments | 1 | % 20 |
Midterms | 1 | % 30 |
Final | 1 | % 40 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 15 | 45 |
Study Hours Out of Class | 13 | 98 |
Homework Assignments | 15 | 30 |
Midterms | 1 | 7 |
Final | 1 | 14 |
Total Workload | 194 |