Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
1302002472018MARKETING MANAGEMENT ICompulsory236
Level of Course Unit
First Cycle
Objectives of the Course
The course is intended to cover a wide range of topics in the field of marketing. Basically, the course aims are: • To understand the fundamentals of marketing theory • To increase your understanding of marketing terminology and concepts • To analyse and understand the marketing process, marketing environment and the institutions related to marketing • To make a brief introduction to more advanced and specific topics related to marketing, such as marketing research, consumer behaviour, strategic marketing.
Name of Lecturer(s)
Prof.Dr.G.Nazan GÜNAY
Learning Outcomes
1LO1. To be able to have a good understanding of the principles in taking the four major marketing decisions. i.e., product, price, promotion and placing as well as those in taking an integrated view of these four decisions.
2LO2. To be able to develop a theoretical understanding of the forces facing marketers in the market place.
3LO3. To be able to develop insights into the step-by-step processes involved in the development of marketing plan, ensuring the successful future positioning and launch of new products/services in the market place.
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
In the course, competition, product and pricing strategy, service design, marketing channels, marketing communications and other advanced marketing issues will be discussed.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Defining Marketing for the New Realities
2Defining Marketing for the New Realities
3Developing Marketing Strategies and Plans
4Collecting Information and Forecasting Demand
5Conducting Marketing Research
6Creating Long-term Loyalty Relationships
7Analysing Consumer Markets
8Midterm Exam
9Analysing Business Markets
10Tapping into Global Markets
11Identifying Market Segments and Targets
12Crafting the Brand Positioning
13Creating Brand Equity
14Term-Paper Presentation
15Term-Paper Presentation
16Final
Recommended or Required Reading
Marketing Management, 14e Global Edition, Philip KOTLER and Kevin Lane KELLER, Pearson Education 2017
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Sınavı1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
English
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Individual Study for Homework Problems6636
Individual Study for Mid term Examination51050
Individual Study for Final Examination51050
TOTAL WORKLOAD (hours)188
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO15554555444
LO24455445555
LO34445423545
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr