Information Package / Course Catalogue
MBA 514 Marketing Management in the Changing World
MEF University
Degree Programs
Business Administration (Non-Thesis)
General Information For Students
Diploma SupplementErasmus Policy Statement
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

ECTS Course Information Package

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
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
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 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 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

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 ReadingsPazarlama Yönetimi Philip Kotler, Kevin Lane Keller, 2018 Beta Yayınevi
Teaching MethodsThe 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 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.

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