COURSE SYLLABUS

MARKETING MANAGEMENT

1	Course Title:	MARKETING MANAGEMENT
2	Course Code:	ISL3301
3	Type of Course:	Optional
4	Level of Course:	First Cycle
5	Year of Study:	3
6	Semester:	5
7	ECTS Credits Allocated:	5
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	-
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. SERKAN KILIÇ
16	Course Lecturers:	Prof. Dr. Murat Hakan ALTINTAŞ Prof. Dr. Erkan ÖZDEMİR Prof. Dr. Çağatan TAŞKIN
17	Contactinformation of the Course Coordinator:	E-posta: skilic@uludag.edu.tr Telefon: 0224 294 11 11 Adres: Bursa Uludağ Üniversitesi İİBF İşletme Bölümü, Görükle, Nilüfer 16059 - Bursa
18	Website:
19	Objective of the Course:	Show how to manage the marketing process as a whole in market conditions and provide application perspective
20	Contribution of the Course to Professional Development	Learning how market should be monitored with parallel to the firm’s marketing process

Learning Outcomes:

1	Understanding how businesses manage their products/services in market conditions;
2	Analyzing marketing problems that businesses can face in their sectors and solve these problems;
3	Understanding the branding process for businesses ;
4	Analyzing the business environment;
5	Understanding how to manage pricing for competitive power ;
6	Understanding how the most effective marketing organization take place;
7	Learning ethical principles in marketing process and how they work;
8	Understanding the online marketing functionality;
9	Understanding how customers can be managed in market conditions;
10	Learning how market should be monitored with parallel to the firm’s marketing process ;

22	Course Content:

Week	Theoretical	Practical
1	Competition and industry analysis
2	Segmentation and generation management
3	Product and innovation management
4	Brand management
5	Price management
6	Management of distribution systems
7	Integrated marketing communications
8	Marketing strategies
9	Marketing organization
10	Management of marketing performance
11	Customer equity management
12	Social media marketing
13	E-commerce management
14	Sales management

23	Textbooks, References and/or Other Materials:	İsmet Mucuk, Pazarlama İlkeleri, Türkmen Kitabevi, Tuncer Tokol, Pazarlama, Dora yayınları, Philip Kotler, Kevin Lane Keller, Marketing Management, Pearson Prentice Hall
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course	The achievements of the course regarding midterm and final exams will be measured with the test exam approach.
Information	Exams are evaluated with a relative or absolute evaluation system depending on the number of students.

ECTS / WORK LOAD TABLE

CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High