Marketing Management (MKTG 901)

2020 Fall
Sabancı Business School
Marketing(MKTG)
3
9
Cüneyt Evirgen cuneyt.evirgen@sabanciuniv.edu,
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English
Doctoral, Master
--
Interactive lecture,Seminar,Field work/field study/on-the-job
Interactive,Learner centered,Communicative,Discussion based learning,Case Study
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CONTENT

Marketing concepts and methods used in processes that integrate innovative and productive capabilities of a firm into its products and services in light of its customers' needs, market challenges, and company objectives; the application of these concepts and methods in market analysis, marketing strategy development, and implementation design through the development of a complete marketing plan in a real market environment.

LEARNING OUTCOMES

  • Upon successful completion of the course, the student should be able to: 1. Assess marketing issues and opportunities critically through integrating vast market knowledge 2. Apply marketing concepts and tools in a variety of contexts to analyze problem situations and make recommendations 3. Use a systematic framework for developing marketing strategy and implementation programs 4. Discuss alternative marketing decisions in various different marketing contexts.

PROGRAMME OUTCOMES


1. Develop the ability to use critical, analytical, and reflective thinking and reasoning 5

2. Reflect on social and ethical responsibilities in his/her professional life. 5

3. Gain experience and confidence in the dissemination of project/research outputs 5

4. Work responsibly and creatively as an individual or as a member or leader of a team and in multidisciplinary environments. 5

5. Communicate effectively by oral, written, graphical and technological means and have competency in English. 5

6. Independently reach and acquire information, and develop appreciation of the need for continuously learning and updating. 5


1. Develop, interpret and use statistical analyses in decision making. 2


1. Identify and diagnose business problems and opportunities accurately and effectively across a wide range of business domains (accounting, financial management, operations, marketing, strategy, and organizational design), in global and local contexts. 5

2. Incorporate cultural context and complexities in their managerial practice. 5

3. Assess the performance of an organization in a wide range of business domains, using a range of performance criteria. 5

4. Identify, select, and justify strategies and courses of action at the divisional, business, and corporate levels of analysis and to develop effective plans for the implementation of selected strategies across a wide range of business domains and levels. 5