Lesson plan / MARKETING MANAGEMENT

Lesson Information

Course Credit 3.0
Course ECTS Credit 6.0
Teaching Language of Instruction İngilizce
Level of Course Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course Compulsory
Mode of Delivery Face-to-face
Does the course require compulsory or optional work experience? Z
Course Coordinator Prof. Dr. İLKAY KARADUMAN
Instructor (s) Prof. Dr. İLKAY KARADUMAN
Course Assistant

Purpose and Content

The aim of the course This course provides students with the opportunity to achieve basic knowledge on the topics of the development of marketing management orientations, consumer behavior, targeting, product development, pricing, and distribution and communication strategies.
Course Content This course focuses on marketing definition, marketing strategies and plans, collecting info and forecasting demand, conducting marketing research, creating long term loyalty relationships, analyzing consumer markets, analyzing business markets, identifying market segments and targeting, brand equity, brand positionning, product, price, place and promotion strategies, new market offerings, womm, global markets and holistic marketing organizations.

Weekly Course Subjects

1Defining Marketing for New Realities Introduction, understanding course objectives
2DEVELOPING MARKETING STRATEGIES AND PLANS
3COLLECTING INFORMATION AND FORECASTING DEMAND
4CONDUCTING MARKETING RESEARCH
5CREATING LONG TERM LOYALTY RELATIONSHIPS
6ANALYSING CONSUMER AND MARKETS
7ANALYSING busıness AND MARKETS
8TAPPING INTO GLOBAL MARKETS
9IDENTIFYING MARKET SEGMENTS AND TARGETS
10CRAFTING BRAND POSITIONING
11CREATING BRAND EQUITY
12ADRESSING COMPETITION
13SETTING PRODUCT STRATEGY
14DESIGNING AND MANAGING SERVICES

Resources

1- MARKETING MANAGEMENT, PHILIP KOTLER AND KEVIN LANE KELLER 15E, PEARSON INT.
2- BASIC MARKETING, PERRAULT AND MC CARTHY