Marketing (English) (non-thesis)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

E-PMBA543

Course Name:

Services Marketing and Management

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	7

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Department Elective

Course Level:

Master

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Assoc. Prof. CEYDA OVACI

Course Lecturer(s):

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Define marketing and understand the importance of marketing in the social and business world
2 - Skills
Cognitive - Practical
1) • Learn the development process of modern marketing
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • To learn the four basic functions of marketing, product, price, promotion and distribution strategies, in the context of marketing plan
2) • Understanding marketing research techniques for consumer and competition analysis
Competence to Work Independently and Take Responsibility

Lesson Plan

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

Sources

Course Notes / Textbooks:	Kevin Lanne Keller, Philip Kotler "Pazarlama Yönetimi" 2018 Çeviri editorü: İbrahim Kırçova Beta yayınları
References:	Yok

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4
Program Outcomes

Course - Learning Outcome Relationship

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

Program Outcomes

Level of Contribution

Learning Activity and Teaching Methods

Field Study
Expression
Brainstorming/ Six tihnking hats
Lesson
Reading
Homework
Problem Solving
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

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

Assessment & Grading

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

Workload and ECTS Credit Grading

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