BUSINESS (ENGLISH)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Ders Genel Tanıtım Bilgileri

Course Code:

1314211007

Ders İsmi:

Marketing Management

Ders Yarıyılı:

Fall

Ders Kredileri:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Ders Koşulu:

Ders İş Deneyimini Gerektiriyor mu?:

Type of course:

Necessary

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Prof. Dr. Özlem Arzu AZER

Course Lecturer(s):

Dr.Öğr.Üyesi Fakhri BAGHİROV

Course Assistants:

Dersin Amaç ve İçeriği

Course Objectives:

This course is designed to provide an overview of modern marketing practices. Its courses can be roughly divided into two main parts: The first part introduces basic marketing concepts, principles, and tools. Here we will study consumer behaviour, market research methods, and marketing strategy design. The second part focuses on the practical implementation and mainly covers the four key elements of the marketing mix: product, price, place, and promotion..

Course Content:

The core of marketing management is evaluating and solving marketing problems to create value for the business by meeting the needs and desires of consumers. Throughout the semester, our journey will begin by exploring a variety of marketing concepts, emphasizing a solid understanding of markets, consumer preferences and needs. Topics we will discuss include the marketing environment, marketing information, and consumer behaviour. We'll also learn the strategic marketing, targeting, segmentation, differentiating and positioning. Finally, we'll use all this knowledge to examine and evaluate integrated marketing plans, paying particular attention to the marketing foundations known as the 4Ps: product, price, place, and promotion.segmentation, differentiating and positioning. Finally, we will combine all this knowledge to examine and analyze integrated marketing programs, with a specific focus on the 4P's of marketing (product, price, place, promotion).

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
2 - Skills
Cognitive - Practical
1) Acquiring proficiency in essential marketing tools, concepts, and terminology.
2) Properly describe and articulate business terms and concepts linked to marketing field.
3) Recognizing the significance of product, pricing, place and promotion in the planning process.
4) Appling fundamental concepts and theories to analyse complex business situations.
5) Employing marketing concepts, tools, and techniques to address specific business challenges.
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Ders Akış Planı

Week	Subject	Related Preparation
1)	Introduction to Marketing
2)	Marketing Strategy
3)	Consumer Markets and Buyer Behavior
4)	Busəness Markets and Business Buyer Behavior
5)	Customer Value Driven Marketing Strategy- STP
6)	Midterm Exam
7)	Managing Marketing İnformation to Gain Customer Insights
8)	Products-Services-Brands
9)	Pricing
10)	Midterm
11)	Marketing Channels, Retailing and Wholesaling
12)	İntegrated Marketing Communications and Advertisements
13)	New Product Developments
14)	Public Relations, Personal Selling and Sales Promotion

Sources

Course Notes / Textbooks:	Principles of Marketing, 19th edition Published by Pearson (January 12, 2023) © 2024 Philip Kotler Northwestern UniversityGary Armstrong University of North CarolinaSridhar Balasubramanian University of North Carolina Chapel Hill
References:	Marketing Management by Philip Kotler, Kevin Lane Keller, and Alexander Chernev

Ders - Program Öğrenme Kazanım İlişkisi

Ders Öğrenme Kazanımları	1	2	3	4	5
Program Outcomes
1) Has basic knowledge, concepts and current theoretical knowledge and current developments in the field of business administration.
2) Understands the main actors, conditions and dynamics in the global business environment.
3) Comprehends ethical, legal and security issues related to business life.
4) Shares the results by reaching the right conclusions from the researches with effective data collection and analysis methods.
5) Develops creative solutions to problems that may arise in business processes due to changes in the corporate environment.
6) Plans the activities for the development of the employees under her responsibility and exhibits effective leadership.
7) Takes responsibility for solving complex and unpredictable problems related to her field.
8) Evaluates the advanced knowledge and skills acquired in the field of business with a critical approach.
9) Supports personal and institutional development by adhering to the concept of lifelong learning.
10) Shares his/her thoughts on the issues related to his/her field and solution proposals regarding the problems with experts and non-experts by supporting them with quantitative and qualitative data.
11) By using a foreign language, monitors theoretical and applied knowledge in the field.
12) Understands the importance and necessity of adapting to the changes in the complex and rapidly changing global business environment with an innovative perspective.
13) Communicates effectively, verbally and in writing, with people from different cultures and groups inside and outside the institution.
14) Supporting the universality of cultural rights, conscious of social justice; becomes an operator that respects the environment, institution, history and cultural heritage.

Ders - Öğrenme Kazanımı İlişkisi

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Has basic knowledge, concepts and current theoretical knowledge and current developments in the field of business administration.	4
2)	Understands the main actors, conditions and dynamics in the global business environment.	3
3)	Comprehends ethical, legal and security issues related to business life.	1
4)	Shares the results by reaching the right conclusions from the researches with effective data collection and analysis methods.	1
5)	Develops creative solutions to problems that may arise in business processes due to changes in the corporate environment.	3
6)	Plans the activities for the development of the employees under her responsibility and exhibits effective leadership.	2
7)	Takes responsibility for solving complex and unpredictable problems related to her field.	2
8)	Evaluates the advanced knowledge and skills acquired in the field of business with a critical approach.	3
9)	Supports personal and institutional development by adhering to the concept of lifelong learning.	3
10)	Shares his/her thoughts on the issues related to his/her field and solution proposals regarding the problems with experts and non-experts by supporting them with quantitative and qualitative data.	3
11)	By using a foreign language, monitors theoretical and applied knowledge in the field.	3
12)	Understands the importance and necessity of adapting to the changes in the complex and rapidly changing global business environment with an innovative perspective.	4
13)	Communicates effectively, verbally and in writing, with people from different cultures and groups inside and outside the institution.	3
14)	Supporting the universality of cultural rights, conscious of social justice; becomes an operator that respects the environment, institution, history and cultural heritage.	4

Öğrenme Etkinliği ve Öğretme Yöntemleri

Ölçme ve Değerlendirme Yöntemleri ve Kriterleri

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 20
Presentation	1	% 20
Midterms	2	% 20
Semester Final Exam	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	16	3	48
Midterms	1	40	40
Final	1	50	50
Total Workload			180