INTERNATIONAL BURCH UNIVERSITY
Graduate Study - Faculty of Economics and Social Sciences
(3+2) Management Master With Thesis
2014-2015

SYLLABUS
Code Name Level Year Semester
MAN 511 Marketing Management Graduate 1 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Compulsory 6 3 0

Instructor Assistant Coordinator
Teoman DUMAN, Prof. Dr. Mersid Poturak Teoman DUMAN, Prof. Dr.
[email protected] [email protected] no email

COURSE OBJECTIVE
The purpose of this course is to review and analyze marketing concepts in detail with case study applications. Throughout the course, marketing concepts and related case studies will be discussed with student participation. Furthermore, each student will have a chance to work on a marketing plan for an active company in a group project and learn about a real life marketing management example.

COURSE CONTENT
Week
Topic
  1. Course Introduction
  2. Kotler and Keller (KK) - Chapter 1: Defining marketing for the 21st century
  3. Lecture: Kerin and Peterson (KP) – Chapter 1: Foundations of Strategic Marketing Management Group project: KP - Appendix A: A Sample Marketing Plan Group project: Dibb and Simkin (DS) – Chapter 15: The Marketing Plan Document
  4. KP – Chapter 2: Financial Aspects of Marketing Management KP – Chapter 3: Marketing Decision Making and Case Analysis
  5. KP – Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting DS – Chapter 8: Marketing Strategy (8.1, 8.2, 8.3) Case: Choose your case
  6. Presentations and evaluation of first draft of marketing plan assignments
  7. KP – Chapter 5: Product and Service Strategy and Brand Management DS – Chapter 7: The Strength of the Portfolio and Future Directions Case: Choose your case
  8. MID-TERM EXAM
  9. KP – Chapter 6: Integrated Marketing Communication Strategy and Management DS – Chapter 8: Marketing Strategy (8.4, 8.5) Case: Choose your case
  10. KP – Chapter 7: Marketing Channel Strategy and Management Case: Choose your case
  11. KP – Chapter 8: Pricing Strategy and Management Case: Choose your case
  12. KP: Chapter 9: Marketing Strategy Reformulation: The Control Process DS: Chapter 14: Controlling Implementation of the Marketing Plan Case: Choose your case
  13. DS – Chapter 6: Competition and Competitor’s Strategies KK - Chapter 11: Dealing with Competition Case: Choose your case
  14. KP – Chapter 10: Global Marketing Strategy Case: Choose your case
  15. Marketing Plan Presentations

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
      Description (%)
      Method Quantity Percentage (%)
      Midterm Exam(s)20
      Presentation20
      Final Exam130
      +Marketing plan130
      Total: 100
      Learning outcomes
        TEXTBOOK(S)
        • 1. Kerin, R. A. and Peterson, R. A. (2007). Strategic Marketing Problems: Cases and Comments. Prentice Hall: Upper Saddle River, New Jersey.
        • 2. Dibb, S. and Simkin, L. (2008). Marketing Planning: A Workbook for Marketing Managers. Southwestern: Bath, UK.
        • 3. Kotler, P. and Keller, K. L. (2006). Marketing Management 12e. Pearson: London.

        ECTS (Allocated based on student) WORKLOAD
        Activities Quantity Duration (Hour) Total Work Load
        Lecture (14 weeks x Lecture hours per week) 0
        Laboratory / Practice (14 weeks x Laboratory/Practice hours per week) 0
        Midterm Examination (1 week) 0
        Final Examination(1 week) 0
        Preparation for Midterm Examination 0
        Preparation for Final Examination 0
        Assignment / Homework/ Project 0
        Seminar / Presentation 0
        Total Workload: 0
        ECTS Credit (Total workload/25): 0