Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
1İŞL521Advanced Marketing and Brand Management3+0+03818.07.2022
Course Details
Language of Instruction Turkish
Level of Course Unit Master's Degree
Department / Program Business (With Thesis)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to have an opinion about Marketing and its sub-processes. In addition to the history, planning and environment of marketing, the so-called Marketing Components or 4P; It aims to have knowledge about Product, Price, Promotion and Distribution.
Course Content This course covers the marketing system and its relationship with environmental factors, the evolution of the concept of marketing, marketing institutions and processes, marketing strategy and planning, marketing research and marketing information systems, consumer behavior and product, distribution, promotion and pricing strategies.
Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. Yakup DURMAZ yakup.durmaz@hku.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Tek Ömer Baybars, Özgül Engin, (2013) Modern Pazarlama İlkeleri: Uygulamalı Yönetimsel Yaklaşım, 4. Baskı, Birleşik Matbacılık.
Nakip Mahir(2012) Güncel Pazarlama Yönetimi, Detay Yayıncılık.


Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Assignment 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 15 4 60
Assignments 1 30 30
Mid-terms 1 40 40
Final examination 1 60 60
Total Work Load   Number of ECTS Credits 8 235

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Pazarlamada kullanılan temel kavramlarını ve terminolojiyi anlamak
2 Sosyal, politik, ekonomik ve rekabet ortamı, onların ilişkileri, ve bunların pazarlamaya olan etkileri anlamak analitik düşünme ve problem çözme becerilerini geliştirmek için ve pazarlama stratejilerinin belirlenmesi için pazarlama karar
3 Pazarlama ve diğer iş alanlarında daha ileri çalışmalar için temel geliştirmek.
4 Çağdaş pazarlama yönetimi ve iş yöntemleri ile uyumlu kişilerarası iletişim ve ile tutarlı yazma becerilerini geliştirmek.
5 Pazarlama alanında Makale yazma denemesini öğrenmek.
6 Pazarlama alanında Tez yazma becerilerini geliştirmek

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Acquaintance and General Information Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011).
2 Marketing Concept and Historical Development of Modern Marketing Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011);
3 Pazarlamanın İç ve Dış Çevre Faktörleri Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
4 Marketing Planning Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011
5 Consumer, Industrial and International Markets and Characteristics Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
6 Internet Marketing Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
7 Marketing Information System and Marketing Research Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
8 Midterm exam
9 Goods Concept, Types and Marketing Features Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
11 Pricing and Factors Affecting Pricing Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
12 Pricing Strategies and Methods Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011)
13 Promotion (Marketing Communication) Decisions Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011);
14 Promotion (Marketing Communication) Decisions Tek Ömer Baybars, Özgül Engin, (2013); Nakip Mahir(2012); İslamoğlu Ahmet Hamdi (2011
15 Final exam

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 5 4 2 2 4 3 3 4 2 3
C2 5 4 3 3 4 3 4 2 4 4
C3 5 4 2 4 3 3 3 3 3 3
C4 5 4 2 2 4 4 4 3 4 4
C5 5 4 3 3 3 3 3 2 2 3
C6 5 4 2 4 4 4 4 1 3 4

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant