School/Faculty/Institute |
Graduate School |
Course Code |
MBA 514 |
Course Title in English |
Marketing Management in the Changing World |
Course Title in Turkish |
Değişen Dünyada Pazarlama Yönetimi |
Language of Instruction |
TR |
Type of Course |
Flipped Classroom |
Level of Course |
Seçiniz |
Semester |
Fall |
Contact Hours per Week |
Lecture: 3 |
Recitation: |
Lab: |
Other: |
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Estimated Student Workload |
130 hours per semester |
Number of Credits |
5 ECTS |
Grading Mode |
Standard Letter Grade
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Pre-requisites |
None |
Expected Prior Knowledge |
None |
Co-requisites |
None |
Registration Restrictions |
None |
Overall Educational Objective |
To learn the basic concepts of marketing, to understand the dynamics of the new, digital and more interesting marketing environment, and to evaluate the importance of creating customer value and establishing customer relationships.
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Course Description |
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 strong bonds 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. |
Course Description in Turkish |
Günümüzün dijital ve bağlantılı dünyasında pazarlama her zamankinden daha önemlidir. Markalar, hedef müşterilerine hizmet vermek ve müşteri memnuniyeti ve bağlılığı yaratmak için benzersiz değer önermeleri oluşturmalı ve müşterileriyle güçlü bağlar kurmalıdır. Müşteri değeri ve bağlılığı yaratmak, iyi bir pazarlama stratejisinin iki temel unsurudur. Bu bağlamda, bu ders pazarlamanın temel kavramlarına odaklanmakta, tüketici ihtiyaç ve isteklerini anlamanın ve tüketicileri kararlarının merkezi olarak görmenin önemini vurgulamaktadır. |
Course Learning Outcomes and Competences
Upon successful completion of the course, the learner is expected to be able to:
1) Understanding the marketing process
2) Understand the importance of marketing strategy for an organization
3) Understand the process of analyzing the marketing environment
4) Know the basic characteristics of consumer behavior
5) Be able to analyze the key elements of marketing proposals
6) Be able to design a basic marketing plan
7) Understand the importance of customer satisfaction and loyalty
8) Providing solutions that support sustainability through marketing
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Program Learning Outcomes/Course Learning Outcomes |
1 |
2 |
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8 |
1) Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology |
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2) Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives |
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3) Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations |
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4) Self-exploration through the development and implementation of real business opportunities |
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5) Awareness of the uncertainty and complexity of global business environments and changing business practices and trends |
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6) Ability to find ethical, creative, comprehensive solutions to complex organizational problems |
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7) Integration of management techniques, new business models and analytical tools to decision-making processes |
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8) Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution |
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9) Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. |
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Relation to Program Outcomes and Competences
N None |
S Supportive |
H Highly Related |
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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 |
N |
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2) |
Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives |
H |
Project
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3) |
Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations |
S |
Project
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4) |
Self-exploration through the development and implementation of real business opportunities |
H |
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5) |
Awareness of the uncertainty and complexity of global business environments and changing business practices and trends |
H |
Project
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6) |
Ability to find ethical, creative, comprehensive solutions to complex organizational problems |
S |
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7) |
Integration of management techniques, new business models and analytical tools to decision-making processes |
S |
Project
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8) |
Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution |
S |
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9) |
Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. |
S |
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Prepared by and Date |
, |
Course Coordinator |
CEYHAN MUTLU |
Semester |
Fall |
Name of Instructor |
Asst. Prof. Dr. ŞİRİN GİZEM KÖSE |
Course Contents
Week |
Subject |
1) |
Course Introduction and Introduction to Marketing |
2) |
Marketing: Creating Customer Value and Loyalty
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3) |
Company and Marketing Strategy
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4) |
Analyzing the Marketing Environment
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5) |
Consumer Markets and Consumer Behavior
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6) |
Consumer Value Based Marketing Strategy: Creating Value for Target Customers
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7) |
Products, Services and Brands: Creating Customer Value
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8) |
Developing New Products and Managing the Product Lifecycle
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9) |
Pricing |
10) |
Marketing Channels: Delivering Customer Value
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11) |
Integrated Marketing Communications
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12) |
Direct, Online, Social Media and Mobile Marketing
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13) |
Sustainable Marketing, Social Responsibility and Ethics
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14) |
Final Exam/Project |
15) |
Final Exam/Project |