Information Package / Course Catalogue
Marketing Management
Course Code: PAR182
Course Type: Area Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

It is possible to analyze market segment by analyzing the current marketing understanding of the business and to analyze the marketing environment according to the sector and target market in which it operates and to determine the variables that the business can not control and to evaluate market segments and to contribute to determination of appropriate segments as target market, to determine the marketing channels, to design the channel and to select the most suitable channel system, to determine the product life cycles and to increase the sales, to determine the price according to the market structure, competition situation and business purposes, .

Course Content

To analyze the present marketing concept of the business, To determine the marketing understanding according to the business and market situation, To determine the uncontrollable variables, To determine the uncontrollable variables, To determine the controllable variables, To evaluate the market segments, To contribute to determination of appropriate segments as target market, Contributing to the selection of marketing channels, Contributing to the design of marketing channels, Contributing to the selection of the most appropriate channel systems.

Name of Lecturer(s)
Learning Outcomes
1. To be able to contribute to the development of marketing of the business
2.The relevant units will be qualified to provide information on marketing channels.
3. Explain market segmentation, positioning and selection of target market.
4. To be able to explain marketing mix elements.
5. Students will be able to analyze consumer and industrial market.
Recommended or Required Reading
1.Marketing Principles - Management - Case Studies; Professor Dr. Cemal YÜKSELEN
Weekly Detailed Course Contents
Week 1 - Theoretical
.Analyzing the existing marketing understanding of the business. Determining the marketing understanding according to the business and market situation, Determining the uncontrollable variables
Week 2 - Theoretical
Determine uncontrollable variables, Determine variables that can be controlled
Week 3 - Theoretical
Determining variables that can be controlledTo evaluate market segments
Week 4 - Theoretical
To evaluate market segments
Week 5 - Theoretical
Contributing to the determination of eligible segments as target market
Week 6 - Theoretical
To help differentiate the productHelping to locate the product
Week 7 - Theoretical
Detecting the life cycle of the product and taking precautions
Week 8 - Theoretical
To help determine the price
Week 9 - Theoretical
To provide price adaptation Making suggestions for price change strategies
Week 10 - Theoretical
Making suggestions for price change strategies
Week 11 - Theoretical
Identify marketing channels
Week 12 - Theoretical
Contributing to the design of marketing channels
Week 13 - Theoretical
To contribute to the selection of the most suitable channel systems
Week 14 - Theoretical
To contribute to the selection of the most suitable channel systems
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140228
Assignment350135
Midterm Examination1516
Final Examination1516
TOTAL WORKLOAD (hours)75
Contribution of Learning Outcomes to Programme Outcomes