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

Ders Genel Tanıtım Bilgileri

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

Type of Course

Flipped Classroom

Level of Course

Seçiniz

Semester

Fall

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

130 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 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 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

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.

Relation to Program Outcomes and Competences

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	Project
3)	Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations	S	Project
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	Project
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	Project
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	,
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
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

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

Assessment Tools	Count	Weight
Project	1	% 40
Final Examination	1	% 60
TOTAL		% 100

Course Administration

ECTS Student Workload Estimation

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