| School/Faculty/Institute | Graduate School of Social Sciences | |||||||||
| Course Code | MBA 504 | |||||||||
| Course Title in English | Marketing Management in the Changing World | |||||||||
| Course Title in Turkish | Değişen Dünyada Pazarlama Yönetimi | |||||||||
| Language of Instruction | EN | |||||||||
| Type of Course | Flipped Classroom | |||||||||
| Level of Course | Seçiniz | |||||||||
| Semester | Fall | |||||||||
| Contact Hours per Week |
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| Estimated Student Workload | 116 hours per semester | |||||||||
| Number of Credits | 5 ECTS | |||||||||
| Grading Mode | Standard Letter Grade | |||||||||
| Pre-requisites | None | |||||||||
| Expected Prior Knowledge | None | |||||||||
| Co-requisites | None | |||||||||
| Registration Restrictions | None | |||||||||
| Overall Educational Objective | To evaluate the importance of creating customer value and establishing customer relationships, and use the basic concepts of marketing to design marketing actions that can create customer engagement in the digital and dynamic marketing environment. | |||||||||
| Course Description | Marketing is a very exciting and interesting field of study. In today’s digital and connected world, marketing is more important than ever. To serve their target customers and create customer satisfaction and loyalty, brands must create their unique value propositions and build a deep connection with their customers. Creating customer value and engagement are the two key elements of a good marketing strategy. In this context, this course focuses on the basic concepts of marketing, emphasizes the importance of understanding the consumer needs and wants, and considering consumers as the center of business decisions. The purpose of this course is to provide MBA students a comprehensive perspective in marketing management. | |||||||||
| Course Description in Turkish | Pazarlama heyecan verici ve ilgi çekici bir çalışma alanıdır. Günümüzün dijital dünyasında pazarlama her zamankinden daha yüksek bir öneme sahiptir. Hedef kitlelerindeki tüketicilere hizmet sunmak, müşteri memnuniyeti ve sadakati yaratmak için markaların değer önermelerini oluşturması ve müşterileriyle güçlü bir bağ kurması gerekir. Müşteri değeri yaratmak ve müşterilerin değer yaratma sürecine katılmasını sağlamak, iyi bir pazarlama stratejisinin iki önemli unsurudur. Bu bağlamda bu ders, pazarlamanın temel kavramlarına odaklanır ve tüketici ihtiyaç ve isteklerini anlamanın, tüketicileri yönetimsel karar verme sürecinde merkeze koymanın önemini vurgular. Bu dersin amacı, MBA öğrencilerine pazarlama yönetimi hakkında bütünsel bir bakış açısı kazandırmaktır. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) Understand the marketing process 2) Gain an understanding of marketing management 3) Know the importance of the marketing strategy for an organization 4) Understand the process of analyzing the marketing environment 5) Understand the basic characteristics of buyer behavior 6) Analyze the basic elements of promotion and marketing offerings 7) Design a simple marketing plan 8) Make strategic recommendations and develop basic marketing strategies 9) Know the importance of customer satisfaction and engagement 10) Offer solutions to support sustainability via marketing |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
|---|---|---|---|---|---|---|---|---|---|---|
| 1) Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology | ||||||||||
| 2) Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | ||||||||||
| 3) Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | ||||||||||
| 4) Self-exploration through the development and implementation of real business opportunities | ||||||||||
| 5) Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | ||||||||||
| 6) Ability to find ethical, creative, comprehensive solutions to complex organizational problems | ||||||||||
| 7) Integration of management techniques, new business models and analytical tools to decision-making processes | ||||||||||
| 8) Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | ||||||||||
| 9) Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. |
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology | S | Exam |
| 2) | Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | H | Presentation |
| 3) | Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | H | Presentation |
| 4) | Self-exploration through the development and implementation of real business opportunities | H | Exam |
| 5) | Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | H | Exam |
| 6) | Ability to find ethical, creative, comprehensive solutions to complex organizational problems | H | Exam |
| 7) | Integration of management techniques, new business models and analytical tools to decision-making processes | H | Exam |
| 8) | Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | S | Exam |
| 9) | Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. | N |
| Prepared by and Date | , |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Fall |
| Name of Instructor | Asst. Prof. Dr. ŞİRİN GİZEM KÖSE |
| Week | Subject |
| 1) | Introduction to Marketing Company and Marketing Strategy |
| 2) | Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights |
| 3) | Buyer Behavior: Consumer and Business Markets |
| 4) | Customer Value-Driven Marketing Strategy Student Presentations I |
| 5) | Customer Value-Driven Marketing Strategy Student Presentations I |
| 6) | Products, Services, and Brands Student Presentations I |
| 7) | New Product Development Product Life Cycle Pricing |
| 8) | Marketing Channels Retailing and Wholesaling |
| 9) | Integrated Marketing Communications Student Presentations II |
| 10) | Advertising and Public Relations Personal Selling Student Presentations II |
| 11) | Direct, Online, Social Media, and Mobile Marketing Student Presentations II |
| 12) | Direct, Online, Social Media, and Mobile Marketing |
| 13) | Creating Competitive Advantage The Global Marketplace |
| 14) | Sustainable Marketing, Social Responsibility, and Ethics |
| 15) | Final Projects |
| 16) | Final Projects |
| Required/Recommended Readings | Kotler, P. & Armstrong, G. (2018). Principles of Marketing, Global Ed. 17e, Pearson Education. (Available Online) Kotler, P. & Keller, K.L. (2016). Marketing Management. 15th Ed., Pearson, England. | ||||||||||||||||||
| Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. With videos, case studies, and real-life examples, the students will have the chance to expand their perspectives of marketing. Students are expected to share their opinions, ideas, and questions in class. The instructor will facilitate learning as the responsibility of learning falls mainly on students by reading, analysing, searching for examples, and working with classmates. | ||||||||||||||||||
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| Computer Use | |||||||||||||||||||
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| Assessment Methods |
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| Course Administration |
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| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 70 | |||
| Presentations / Seminar | 1 | 8 | 2 | 4 | 14 | ||
| Final Examination | 1 | 14 | 8 | 10 | 32 | ||
| Total Workload | 116 | ||||||
| Total Workload/25 | 4.6 | ||||||
| ECTS | 5 | ||||||