Course Details

MARKETING MANAGEMENT

Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits
3	BA203	MARKETING MANAGEMENT	3+0+0	3	5

Course Details

Language of Instruction	English
Level of Course Unit	Bachelor's Degree
Department / Program	BUSINESS ADMINISTRATION
Type of Program	Formal Education
Type of Course Unit	Compulsory
Course Delivery Method	Face To Face
Objectives of the Course	we will focus on the importance of identifying and measuring consumers' needs and wants and assessing the competitive environment. Finally, the topics such as market segmentation, targeting and positioning and the factors affecting consumer buyer behavior will be covered.
Course Content	1. Introduce markets and market segments 2. Provide knowledge of the role of value concept in marketing 3. Learn components of a marketing strategy 4. Have an appreciation of the role of marketing research 5. Learn the product life-cycle concept to market planning 6. Analyze the options in setting prices 7. Understand the role of intermediaries and supply-chain management 8. Evaluate the role of promotion (advertising, sales & trade promotion, selling/DM)
Course Methods and Techniques	Teaching, project, exams
Prerequisites and co-requisities	None
Course Coordinator	Asist Prof.Dr. SERAP SARP serap.sarp@agu.edu.tr
Name of Lecturers	None
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Book
	This course introduces practical marketing management to improve students’ ability to make effective marketing decisions, covering assessing marketing opportunities and developing marketing strategies and implementation plans. Course topics include market-oriented strategic planning, marketing research, consumer behavior, target market selection, competitive positioning, product and service planning and management, pricing, distribution, and integrated communications, including advertising, public relations, internet marketing, social media, and sales promotions. Through a combination of different tools, the course applies marketing topics to consumer and business-to-business products, services, and nonprofit organizations.
	book
	project
	midterm

Course Category

Mathematics and Basic Sciences	%0
Engineering	%0
Engineering Design	%0
Social Sciences	%100
Education	%0
Science	%0
Health	%0
Field	%0

Planned Learning Activities and Teaching Methods

Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria

In-Term Studies	Quantity	Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı	14	% 10
Quiz/Küçük Sınav	1	% 30
Ödev	2	% 10
Sunum/Seminer	1	% 20
Final examination	1	% 30
Total	19	% 100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	Total Work Load
Yazılı Sınav	1	23	23
Ev Ödevi	2	5	10
Sınıf İçi Aktivitesi	14	3	42
Okuma	10	1	10
Yüz Yüze Ders	15	3	45
Final Sınavı	1	20	20
Total Work Load			Number of ECTS Credits 5 150

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:

No	Learning Outcomes
1	Explain the concept of marketing and marketing operations including the different areas and role of marketing.
2	Identify how to use marketing mix elements to achieve business objectives
3	Provide knowledge of market research, marketing strategy and marketing plan
4	Provide knowledge of developing marketing campaign.

Weekly Detailed Course Contents

Week	Topics	Study Materials
1	Introduction: Course & Syllabus	Reading
2	Consumer Behavior and Business Buyer Behavior	Reading
3	Marketing Metrics	Reading
4	Analyzing the Marketing Environment	Reading
5	Customer Segmentation and Targeting	Reading
6	Products, Services, and Brands: Building Customer Value. Developing New Products and Managing the Product Lifecycle	Reading

Contribution of Learning Outcomes to Programme Outcomes

Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant

https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=70542&lang=en