Business Administration (Non-Thesis) | |||||
Master | Length of the Programme: 1.5 | Number of Credits: 90 | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF: Level 7 |
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 | Ters-yüz öğrenme | |||||||
Level of Course | Seçiniz | |||||||
Semester | Fall | |||||||
Contact Hours per Week |
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Estimated Student Workload | 130 hours per semester | |||||||
Number of Credits | 5 ECTS | |||||||
Grading Mode | Standard Letter Grade | |||||||
Pre-requisites | None | |||||||
Co-requisites | None | |||||||
Expected Prior Knowledge | None | |||||||
Registration Restrictions | only graduate students | |||||||
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. | |||||||
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 Learning Outcomes and CompetencesUpon 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 |
Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 |
---|---|---|---|---|---|---|---|---|
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 | N | |
2) | Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | H | Proje |
3) | Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | S | Proje |
4) | Self-exploration through the development and implementation of real business opportunities | H | |
5) | Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | H | Proje |
6) | Ability to find ethical, creative, comprehensive solutions to complex organizational problems | S | |
7) | Integration of management techniques, new business models and analytical tools to decision-making processes | S | Proje |
8) | Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | S | |
9) | Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. | S |
Prepared by and Date | ŞİRİN GİZEM KÖSE , |
Course Coordinator | BÜŞRA AYAN |
Semester | Fall |
Name of Instructor | Asst. Prof. Dr. ŞİRİN GİZEM KÖSE |
Week | Subject |
1) | Course Introduction and Introduction to Marketing |
2) | Marketing: Creating Customer Value and Loyalty |
3) | Company and Marketing Strategy |
4) | Analyzing the Marketing Environment |
5) | Consumer Markets and Consumer Behavior |
6) | Consumer Value Based Marketing Strategy: Creating Value for Target Customers |
7) | Products, Services and Brands: Creating Customer Value |
8) | Developing New Products and Managing the Product Lifecycle |
9) | Pricing |
10) | Marketing Channels: Delivering Customer Value |
11) | Integrated Marketing Communications |
12) | Direct, Online, Social Media and Mobile Marketing |
13) | Sustainable Marketing, Social Responsibility and Ethics |
14) | Final Exam/Project |
15) | Final Exam/Project |
Required/Recommended Readings | Pazarlama Yönetimi Philip Kotler, Kevin Lane Keller, 2018 Beta Yayınevi | ||||||||||||
Teaching Methods | The main concepts related to each week's topic will be summarized and explained. Students are expected to actively participate in class discussions. With videos, case studies and real-life examples, students will be given the chance to expand their perspectives on marketing. Students are expected to share their views, ideas, and questions in class. The academic will facilitate learning so that students take responsibility for learning through reading, analyzing, searching for examples, and working with classmates. | ||||||||||||
Homework and Projects | |||||||||||||
Laboratory Work | |||||||||||||
Computer Use | |||||||||||||
Other Activities | |||||||||||||
Assessment Methods |
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Course Administration |
karadagh@mef.edu.tr İNGİLİZCE In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities. Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail. As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation. |
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 | 1 | 84 | ||
Project | 1 | 10 | 2 | 12 | |||
Homework Assignments | 2 | 15 | 2 | 34 | |||
Total Workload | 130 | ||||||
Total Workload/25 | 5.2 | ||||||
ECTS | 5 |