Graduate Study - Faculty of Economics and Social Sciences
3+2 Management

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 3 142

Instructor Assistant Coordinator
Mersid POTURAK, Assoc. Prof. Dr. Mersid Poturak Mersid POTURAK, Assoc. Prof. Dr.
[email protected] [email protected] no email

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.

  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
  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


      Description (%)
      Method Quantity Percentage (%)
      Midterm Exam(s)20
      Final Exam130
      +Marketing plan130
      Total: 100
      Learning outcomes
        • 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)14228
        Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)14114
        Midterm Examination (1 week)122
        Final Examination(1 week)122
        Preparation for Midterm Examination9218
        Preparation for Final Examination14228
        Assignment / Homework/ Project12525
        Seminar / Presentation12525
        Total Workload: 142
        ECTS Credit (Total workload/25): 6