Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
1302002482018MARKETING MANAGEMENT IICompulsory246
Level of Course Unit
First Cycle
Language of Instruction
English
Objectives of the Course
This course focuses on the major decisions marketing managers and top management face in their efforts to harmonize the organization’s objectives, capabilities, and resources with marketplace needs and opportunities. The course also presents a framework for analysing problems in marketing management.
Name of Lecturer(s)
Prof.Dr.G.Nazan GÜNAY
Learning Outcomes
1LO2. To be able to develop a theoretical understanding of the forces facing marketers in the market place.
2LO1. 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.
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
1Addressing Competition and Driving Growth
2Addressing Competition and Driving Growth
3Setting Product Strategy
4Designing and Managing Services
5Introducing New Market Offerings
6Developing Price Strategies and Programs
7Designing and Managing Integrated Marketing Channels
8Midterm Exam
9Managing Retailing, Wholesaling, and Market Logistics
10Designing and Managing Integrated Marketing Communication
11Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
12Managing Digital Communications: Online, Social Media, and Mobile
13Managing Personal Communications: Direct and Database Marketing and Personal Selling
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
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
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 Examination10550
Individual Study for Final Examination10550
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
LO15545555455
LO25454545444
* 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