MARKETING
- Course
- EASC331 - MARKETING
- Department
- Master of Business Administration - English - Master
- Course Type
- Scientific Preparation
- Status
- Required
- Language
- English
- Credit
- 0
- ECTS
- 5
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- Prof. Dr. Halil NADİRİ
- Prerequisite
- -
Course Description
This course introduces the essential principles of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and allied environment. Topics include, understanding the marketplace, product, services and branding strategies, new product strategies, pricing products, marketing channels, integrated marketing communication strategies. The course will help in understanding development of managerial decision-making techniques and problem-solving through practice in analyzing practical marketing cases. It will expose students to the commonly problems faced by marketing managers and to develop skills in analyzing marketing problems and preparing implementable plans of action based on analyses of given business situations. Cases and a marketing simulation are used to focus the discussion and to reinforce learning of key marketing concepts.
MARKETING
Evaluation Tools (Active Term)
| Item | Type | Weight (%) |
|---|---|---|
| Midterm | Midterm | 30 |
| Quiz | Quiz | 15 |
| Assignment | Assignment | 10 |
| Final | Final | 45 |
| Total | 100 | |
Course outcomes
- 01 Define marketing and outline the steps in the marketing process.
- 02 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
- 03 Describe the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
- 04 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
- 05 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | General Introduction & Chp. 1. Marketing: Creating Customer Value and Engagement |
| Week 2 | Chp. 1. Marketing: Creating Customer Value and Engagement |
| Week 3 | Chp. 1. Marketing: Creating Customer Value and Engagement |
| Week 4 | Chp. 3. Analyzing the Marketing Environment |
| Week 5 | Chp. 3. Analyzing the Marketing Environment |
| Week 6 | Chp. 4. Managing Marketing Information to Gain Customer Insights |
| Week 7 | Chp. 4. Managing Marketing Information to Gain Customer Insights |
| Week 8 | Midterm Exam |
| Week 9 | Midterm Exam |
| Week 10 | Chp. 5. Consumer Markets and Buyer Behavior |
| Week 11 | Chp. 5. Consumer Markets and Buyer Behavior |
| Week 12 | Chp. 6. Business Markets and Business Buyer Behavior |
| Week 13 | Chp. 6. Business Markets and Business Buyer Behavior |
| Week 14 | Chp. 7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers |
| Week 15 | Chp. 7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers |
Reference Books & Course Materials
- 01 Kotler, P. Armstrong, G & Balasubramanian, S (2024). Principles of Marketing, Global Edition, 19th edition. Pearson Education.
Learning Outcomes
No learning outcomes have been defined.
Program Outcomes
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Po-Lo Matrix
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