MHIT127 Marketing ManagementIstanbul Okan UniversityDegree Programs Public Relations And AdvertisingGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Public Relations And Advertising
Associate TR-NQF-HE: Level 5 QF-EHEA: Short Cycle EQF-LLL: Level 5

General course introduction information

Course Code: MHIT127
Course Name: Marketing Management
Course Semester: Fall
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 6
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: Compulsory
Course Level:
Associate TR-NQF-HE:5. Master`s Degree QF-EHEA:Short Cycle EQF-LLL:5. Master`s Degree
Mode of Delivery: Face to face
Course Coordinator : Öğr.Gör. ARZU KARAKURT KARABULUT
Course Lecturer(s):
Course Assistants:

Course Objective and Content

Course Objectives: The aim of this program is to provide students with an understanding of the basic concepts and principles of marketing.
Course Content: • Understanding Marketing Concept
• Understanding the Marketing Process
• Define Segmentation
• Target Market Identification
• Identify Positioning
• Interpreting Marketing Mix in Different Shapes for Businesses Producing Goods and Services
• Addressing Porter's Marketing Strategies

Learning Outcomes

The students who have succeeded in this course;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) Understanding the Marketing Process
2.1) Define Segmentation
2.2) Interpreting Marketing Mix in Different Shapes for Businesses Producing Goods and Services
2.3) Addressing Porter's Marketing Strategies
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week Subject Related Preparation
1) Introduction of the course Introducing the Instructor to the Students
2) Macro and Micro Level Review of the Market Environment
3) • Understanding the Business and Economics Framework • Identify the concept of supply • Identify the Demand Concept • Knowing the Form of Price • Comment on the Market Balance • Defining Competition in the Market
4) Be able to make comments based on the bond between the business environment and the marketing environment
5) • Be able to make comments on the general concern of the enterprise and operator • Understanding the relationship between knowledge and organization • Considering Business Sustainability in Markets and Competition Conditions
6) Addressing Porter's Marketing Strategies
7) • Interpreting the Value Chain • Interpreting about generic strategies • Cost Leadership • Central tendency • Differentiation • Comments on Suggestions for Competition • Comments on Balances in Five Power Analysis
8) • To be able to define the concept of marketing from different angles
9) • AMA's Marketing Definition • CIM Marketing Definition • Preparing a New Marketing Definition as a Customer
10) • Chronological Analysis of Marketing Process
11) • Chronological Analysis of Marketing Process • Understanding the Service Industry • Understanding the Goods Sector • Taking a Glance at Marketing
12) • Handling Production • Establishing a Balance between Production and Marketing • Determining the Effect of Finance Function on Production • Determining the Effect of Finance Function on Marketing
13) • Reviewing the Marketing Environment
14) • Reviewing the Marketing Environment • Discussing the Macro Market • Addressing the Micro Market • Introduction to international markets
15) exam

Sources

Course Notes / Textbooks: Principles of Marketing: Philip Kotler, The Free Press, U.S.A., Beta Basım Yayın, 2011.,
Pazarlama İlkeleri: İsmet Mucuk, Türkmen Kitabevi, 2014.
References: İnternet

Course-Program Learning Outcome Relationship

Learning Outcomes

1

Program Outcomes
1) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Having gained knowledge of lifelong learning - To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field.
2) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Learning to survive is not a conscious winner.
3) - To have social, scientific, cultural and ethical values ​​in the stages of collection, application and announcement of data about the field. - Universality of social rights, social justice, quality and cultural values ​​and environmental protection, occupational health and safety issues.
4) - Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Having gained knowledge of lifelong learning - To be able to communicate the thoughts at the level of basic knowledge and skills that are in possession of the field through written and oral communication. - Share ideas and suggestions for solutions to issues related to the field with experts and non-experts. - Using a foreign language at least in the European Language Portfolio A2 General Level to monitor information in the field and communicate with colleagues. - To be able to use information and communication technologies with the computer software at least at the European Computer Use License Basic Level required by the field. 5
2) To be able to evaluate basic knowledge and skills in the field with a critical approach, to be able to identify and meet learning needs. - be able to lead their study to an advanced level of education or to a profession at the same level. - Learning to survive is not a conscious winner. 3
3) - To have social, scientific, cultural and ethical values ​​in the stages of collection, application and announcement of data about the field. - Universality of social rights, social justice, quality and cultural values ​​and environmental protection, occupational health and safety issues. 4
4) - Be able to carry out a basic level of work independently of the field. - Take responsibility as a team member to solve complex and unforeseen problems encountered in field related applications. - Carrying out activities for the development of employees under the responsibility of a project. 4

Learning Activity and Teaching Methods

Field Study
Expression
Individual study and homework
Lesson
Reading
Homework
Project preparation
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Application
Individual Project
Presentation
Case study presentation

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Attendance 1 % 10
Homework Assignments 1 % 10
Presentation 1 % 10
Project 1 % 10
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
total % 100

Workload and ECTS Credit Grading

Activities Number of Activities Workload
Course Hours 14 42
Final 1 1
Total Workload 43