Marketing Management (ISL502) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Marketing Management ISL502 General Elective 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language Turkish
Course Type Elective Courses
Course Level Social Sciences Master's Degree
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Demonstration, Question and Answer, Drill and Practice.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
Course Objectives Learning the concepts of marketing and marketing management
Course Learning Outcomes The students who succeeded in this course;
  • To develop an understanding on the general terminology about marketing management
  • To apply marketing strategies in business related decisions
  • To conduct SWOT and environment analyses
Course Content Strategic planning and marketing process, marketing strategy; defining targeting audience and target growth in marketing mix, macro and micro environments of marketing, market segmentation, consumer and industrial markets and different aspects of those markets, consumer behavior, product, price, promotion and distribution.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Development of Marketing and Health Services Marketing Chapter 1
2 Characteristics of Services, Development of the Service Sector and Characteristics of Health Care Chapter 2
3 Customer Behaviors Chapter 3
4 Marketing Information Systems and Marketing Research Chapter 4
5 Market Segmentation ,Target Market Selection, Market Positioning and Growth Strategies Chapter 5
6 Strategic Marketing Planning Chapter 6
7 Midterm Exam
8 Product and Product Development Strategies Chapter 7
9 Price and Pricing Strategies Chapter 8
10 Promotion and Politics of Promotion Chapter 9
11 Place and Channels of Place-(Distrubution) Chapter 10
12 Participants, Physical Evidence and Process Management Chapter 11
13 Total Quality Management and Customer Satisfaction Chapter 12
14 New Approaches in Health Care Marketing: Relationship Marketing, Customer Relationship Management and Guerrilla Management Chapter 13
15 Marketing Ethics Chapter 14
16 Final Exam

Sources

Course Book 1. Ders Kitabı Tengilimoğlu, Dilaver,Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2012, Ankara..

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments - -
Presentation 1 20
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 30
Final Exam/Final Jury 1 50
Toplam 3 100
Percentage of Semester Work 50
Percentage of Final Work 50
Total 100

Course Category

Core Courses X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 To compare main microeconomic theories, approaches and make a critical evaluation of each
2 To compare main macroeconomic theories, approaches and make a critical evaluation of each
3 To apply mathematical modeling
4 To employ statistical and econometric tools in analyzing an economic phenomena
5 To analyze the main economic indicators and comment on them
6 To acquire theoretical knowledge through literature survey and derive empirically confirmable hypothesis
7 To make a research design and carry it out within predetermined time frames
8 To be able to develop new approaches for complex problems in applied economics and/or apply statistical/econometric tools to new areas/problems
9 To formulate and present policy recommendations based on academic research
10 To combine economic knowledge with other disciplines in order to solve problems requiring scientific expertise
11 To use information technology effectively
12 To continue learning and undertake advanced research independently

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Laboratory
Application
Special Course Internship
Field Work
Study Hours Out of Class 14 1 14
Presentation/Seminar Prepration 1 20 20
Project
Report
Homework Assignments
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 25 25
Total Workload 127