| Course Objectives: |
The aim of this course is to explain students the fundamental principles and concepts of marketing management. Upon successful completion of this class, students will have knowledge of strategic planning and developing marketing strategy, analyzing the environment and managing market information, understanding consumer and business markets, developing customer driven marketing strategy, delivering value by product development, pricing, distribution, and promotion strategies, creating competitive advantage and implementing global marketing tools. |
| Course Content: |
In this course, the topics of marketing, scope and development, marketing concepts, marketing information system, marketing research, strategic planning and marketing process, market segmentation, target market, market positioning, environmental factors (micro and macro environment) product classification, product life cycle and new product development process, brand and management, distribution management, distribution channel and channel members functions, sales management and personal sales, services management, advertising management, risk management, strategies. |
| Week |
Subject |
Related Preparation |
| 1) |
Explain the definition and scope of marketing
To define important marketing concepts
Explain the factors determining the marketing environment
Understand key functions of marketing management |
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| 1) |
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| 1) |
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| 2) |
Explain the effect of marketing on customer value
Define strategic planning on the basis of company departments
Explain the content of the marketing plan |
Reading assignment for next week |
| 3) |
Explain the components of marketing information system
Understand the ways companies forecast and measure customer demand
Information gathering and demand forecasting |
Reading assignment for next week |
| 3) |
Explain the components of marketing information system
Understand the ways companies forecast and measure customer demand
Information gathering and demand forecasting |
Reading assignment for next week |
| 4) |
Explain the content of market research
Understand the steps necessary for an efficient market research
Define the matrix that can be used to measure marketing efficiency |
Case study homework for the term project |
| 5) |
Define customer value, satisfaction, and loyalty
Explain the measurement of customer's lifetime value
Understand the ways in which companies influence major customers and establish long-term relationships |
Case study homework for the term project |
| 6) |
Midterm Exam |
Case study homework for the term project |
| 7) |
Describe customer characteristics that affect consumer buying behavior
Understand the psychological factors that affect the response of consumers to their marketing activities
To explain the purchasing decisions of the consumer |
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| 8) |
Midterm Exam |
Preparing the term project draft for the next week |
| 9) |
Explain the factors to consider before investing abroad
Understand how companies decide to enter international markets
Explain the differences of marketing activities in developing and developed markets |
Making necessary changes in the term project draft |
| 10) |
Explain how the market segmentation is done
Understand how profitable target markets are selected
Explain different market segments
Explain the ways of doing an effective partitioning |
Making necessary changes in the term project draft |
| 11) |
Understand the ways to effectively position the platform
Define how managers analyze competition
Explain the successful differentiation and positioning methods of brands
Understand the measurement of brand value |
Case study homework for the term project |
| 12) |
Understand the importance of growth strategy for companies
Explain how market leaders protect their market share
Understand how companies in slow economic growth are adapting their strategies |
Case study homework for the term project |
| 13) |
Explain the environmental factors that companies consider in product strategies
Understand how companies manage product mix and line
To define how consumers perceive and evaluate prices
Define the main participants in the distribution channel
Understanding mediating marketing decisions
Understand the effectiveness of different means of delivery |
Case study homework for the term project |
| 14) |
Understand how to set the term project topic
Describe project preparation phases
Explain the tools necessary for effective presentation
Semester project presentations |
Preparing period project presentation for next week |
| 15) |
Final Exam |
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Program Outcomes |
Level of Contribution |
| 1) |
To gain basic knowledge about the basic functions in the field of business administration and to apply them in real life |
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| 2) |
To use scientific research methods and technology in decision processes of business |
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| 3) |
Evaluating the effects of political, legal, geographical, economic and technological factors on the competitive structure of the business area with team work and finding the necessary solutions |
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| 4) |
to be aware of current issues in the field of business and to gain sensitivity to problems |
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| 5) |
Transmission of written documents such as reports, printouts, internal correspondence orally in an effective manner |
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| 6) |
defining and analyzing the problem by forming a team within the framework of professional expertise and conceptual knowledge and using leadership qualities |
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| 7) |
to be able to relate to other areas of business administration, to be aware of global and social ethical norms |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
