SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code Course Name Year Semester Theoretical Practical Credit ECTS
50414TATOZ-ISL3041 Marketing Management 1 Fall 2 0 2 3
Course Type : Compulsory
Cycle: Associate      TQF-HE:5. Master`s Degree      QF-EHEA:Short Cycle      EQF-LLL:5. Master`s Degree
Language of Instruction: Turkish
Prerequisities and Co-requisities: N/A
Mode of Delivery: Face to face
Name of Coordinator: Instructor BAŞAK KURU
Dersin Öğretim Eleman(lar)ı: Dr. Öğr. Üyesi ESRA NUR GÖKHAN
Dr. Öğr. Üyesi SERAP BOZKURT
Dr. Öğr. Üyesi AYSUN VARAN
Instructor BAŞAK KURU
Instructor STAFF
Dersin Kategorisi: Field Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives: In addition to providing a perspective on the current situation of the competitive business world, to raise awareness about the great role played by the Marketing discipline from past to present; To contribute with today's marketing and competition strategies. The course covers the nature of industrial relations and the resolution of labor disputes.
Course Content: Marketing mix, consumer and industrial markets, market segmentation, marketing research, competition, consumer behavior

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:
Knowledge (Described as Theoritical and/or Factual Knowledge.)
  1) Students learn marketing environment concept
  2) Knows the concepts of Market Types, Consumer Market and Industrial Market and can express them with examples.
  3) Knows Marketing Mix, Strategic Planning, SIB & BDG analysis and can adapt it to companies.
  4) Learns the Historical Development of Marketing, Micro and Macro environment elements, Strategic Planning and the Role of Marketing.
  5) Learns the concepts of Segmentation, Positioning, Target Market and can examine businesses in this context.
  6) They have knowledge about the product, product classifications and new product development processes.
  7) They have knowledge about Price and Pricing strategies.
  8) midterm
  9) They have knowledge about distribution strategies, retailing and wholesale.
  10) They know Promotion Mix, Personal selling, Public relations, Direct marketing, Advertising, Sales development strategies and can examine a company in this context.
  11) They interpret consumer behaviors.
  12) They gain in-depth knowledge of consumer behavior.
  13) They learn competition and growth strategies.
  14) They have the knowledge to conduct marketing research for a company.
  15) final exam
Skills (Describe as Cognitive and/or Practical Skills.)
Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

Weekly Course Schedule

Week Subject
Materials Sharing *
Related Preparation Further Study
1) Marketing concept, Basic concepts
2) Macro and micro environment of marketing
3) Product, Product classification, New product development process
4) Product life cycle, Brand concept, Brand equity
5) Services marketing, Dimensions of services, Service quality
6) Price, Pricing strategies, Price discrimination
7) Place, Distribution strategies, Wholesaling and retailing
8) Midterm exam
9) Communication process, Determining promotion budget, Promotion mix
10) Personal selling, Public relations, Direct marketing, Advertising, Sales promotion
11) Consumer markets
12) Industrial markets
13) Market segmentation, Market targeting, Market positioning
14) International marketing, Standardization and adaptation, Culture concept
*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks: Ders notları - Course notes
Ders sunumları - Course presentations
References: Pazarlama ilkeleri: ve örnek olaylar / İsmet Mucuk, Türkmen Kitabevi, 2006
Pazarlama Yönetimi A.Hamdi İslamoğlu, Beta Yayın, 2014
Principles of marketing / Philip Kotler, Gary Armstrong, Prentice Hall, 2010
Pazarlama Yönetimi / Philip Kotler, Kevin Lane Keller,2018

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

(The matrix below shows how the course learning outcomes (CLOs) associates with programme learning outcomes (both KPLOs & SPLOs) and, if exist, the level of quantitative contribution to them.)

Relationship Between CLOs & PLOs

(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
CLOs/PLOs KPLO 1 KPLO 2 KPLO 3 KPLO 4 KPLO 5
1 2 3 4 5 6 7 8 9 10 1 2 3 1 2 3 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
CLO1
CLO2
CLO3
CLO4
CLO5
CLO6
CLO7
CLO8
CLO9
CLO10
CLO11
CLO12
CLO13
CLO14
CLO15

Level of Contribution of the Course to PLOs

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Programme Learning Outcomes Contribution Level (from 1 to 5)
1) Explains the basic, theoretical and practical knowledge of International and National Civil Aviation and Cabin Services. 2
2) Interprets the philosophy of Civil Aviation and Cabin Services.
3) Explains the basic and theoretical knowledge required by national and international civil aviation. 3
4) Applies the theoretical knowledge learned in business life for a semester. 3
5) Acquires the competencies defined as the institutional outcomes of Beykoz University on the basic level, inline with the expectations of business world and the society

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)
Teaching and Learning Methods defined at the Programme Level
Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Problem Solving
Demonstration
Views
Laboratory
Reading
Homework
Project Preparation
Thesis Preparation
Peer Education
Seminar
Technical Visit
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Role Playing-Animation-Improvisation
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)
Aassessment and evaluation Methods defined at the Programme Level
Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam
Quiz
Report Evaluation
Homework Evaluation
Oral Exam
Thesis Defense
Jury Evaluation
Practice Exam
Evaluation of Implementation Training in the Workplace
Active Participation in Class
Participation in Discussions

Relationship Between CLOs & Teaching-Learning, Assesment-Evaluation Methods of the Course

(The matrix below shows the teaching-learning and assessment-evaluation methods designated for the course unit in relation to the course learning outcomes.)
LEARNING & TEACHING METHODS
COURSE LEARNING OUTCOMES
ASSESMENT & EVALUATION METHODS
CLO1 CLO2 CLO3 CLO4 CLO5 CLO6 CLO7 CLO8 CLO9 CLO10 CLO11 CLO12 CLO13 CLO14 CLO15
-Lectures -Midterm
-Discussion -Presentation
-Case Study -Final Exam
-Problem Solving -Quiz
-Demonstration -Report Evaluation
-Views -Homework Evaluation
-Laboratory -Oral Exam
-Reading -Thesis Defense
-Homework -Jury Evaluation
-Project Preparation -Practice Exam
-Thesis Preparation -Evaluation of Implementation Training in the Workplace
-Peer Education -Active Participation in Class
-Seminar - Participation in Discussions
-Technical Visit
-Course Conference
-Brain Storming
-Questions Answers
-Individual and Group Work
-Role Playing-Animation-Improvisation
-Active Participation in Class

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods # of practice per semester Level of Contribution
Quizzes 2 % 15.00
Midterms 1 % 35.00
Semester Final Exam 1 % 50.00
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
Total % 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities # of Activities per semester Duration (hour) Total Workload
Course 14 2 28
Laboratory 0 0 0
Application 0 0 0
Special Course Internship (Work Placement) 0 0 0
Field Work 0 0 0
Study Hours Out of Class 10 1 10
Presentations / Seminar 0 0 0
Project 0 0 0
Homework Assignments 0 0 0
Total Workload of Teaching & Learning Activities - - 38
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities # of Activities per semester Duration (hour) Total Workload
Quizzes 2 6 12
Midterms 1 12 12
Semester Final Exam 1 12 12
Total Workload of Assesment & Evaluation Activities - - 36
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) 74
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) 3