MARKETING MANAGEMENT

Course Description

This course provides an overview of the core principles and practices of marketing management in modern organizations. It covers key topics such as market analysis, consumer behavior, segmentation, targeting, positioning, and the development of marketing strategies. Students will explore the marketing mix (product, price, place, promotion) and how it is applied to create value for customers and achieve organizational goals. The course also introduces branding, digital marketing, and data-driven decision-making, along with current trends in global and ethical marketing. By the end of the course, students will be able to develop and evaluate effective marketing strategies in diverse business contexts.

MARKETING MANAGEMENT

Evaluation Tools (Active Term)

Course outcomes

1. 01 Exemplify(4) knowledge of the basic necessary theoretical knowledge,
2. 02 Exemplify(4) an understanding of how studying consumer behavior can help effectively relate(4) with consumers.
3. 03 Integrate(4) psychological and physiological influence in reasoning(5) and acting strategically about behaviors of consumers.
4. 04 Adapt(4) solutions to problems with use of communication and marketing approaches.

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, Armstrong & Balasubramanian (2024). Principles of Marketing, 19th edition, Pearson
2. 02 Kotler, Keller & Chernev (2025) Marketing Management 17th edition, Pearson.

Learning Outcomes

1. L01 Explain fundamental marketing management concepts and evaluate their role in creating customer value and building competitive advantage. SOLO 5
2. L02 Evaluate market and customer information to identify marketing problems and support effective marketing decision-making. SOLO 5
3. L03 Apply product, branding, new product development, pricing, and distribution strategies to different market situations. SOLO 4
4. L04 Develop customer engagement and marketing communication strategies using appropriate traditional and digital marketing tools. SOLO 5
5. L05 Design and critically evaluate an integrated marketing mix strategy by considering customer value, competitive conditions, ethical principles, and professional marketing practices. SOLO 5

Program Outcomes

1. P01 1- To have advanced theoretical and practical knowledge supported by textbooks, application tools and other resources including current information in the field of Accounting and Finance.
2. P02 2- To be able to use advanced theoretical and practical knowledge acquired in the field of Accounting and Finance.
3. P03 3- To be able to interpret and evaluate data, identify problems, analyze and develop solutions based on research and evidence by using advanced knowledge and skills acquired in the field of Accounting and Finance.
4. P04 4- To be able to take responsibility as an individual and a team member in order to solve complex and unpredictable problems in accounting and finance applications.
5. P05 5- To be able to plan and manage activities for the development of employees under the responsibility of a project.
6. P06 6- To be able to determine the learning requirements in the field of Accounting and Finance and to direct their learning.
7. P07 7- To be able to inform people and institutions about issues related to the field of accounting and finance, and to be able to transfer their ideas and solution proposals in writing and orally.
8. P08 8- To be able to use information and communication technologies together with computer software at the European Computer Driving License Advanced Level required by the field of Accounting and Finance.
9. P09 9- To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to the field of accounting and finance.

Po-Lo Matrix