Syllabus
BA 5702 Marketing Management
METU Department of Business Administration
Instructor:
Office:
Office Hours:
Phone:
Course Materials:
Cengiz Yılmaz
H106
Monday-Wednesday 10:00-11:00
3066
yilmazcourses (yahoo group)
http://uk.groups.yahoo.com/group/yilmazcourses/
Course Description:
This is a graduate level marketing course that focuses specifically on the key terms,
frameworks, and approaches that constitute the contemporary marketing theory as
well as its applications in practical business circles. The purpose of the course is to
provide the students with a keen understanding of the marketing function in business
firms and of the methods of using this knowledge in developing and implementing
successful marketing strategies. Classroom discussions will begin with fundamental
issues and theories, but shall progress fast into more sophisticated and deeper,
graduate-level topics. Students are therefore expected to read the relevant chapters
and articles before coming to class and contribute in an active and constructive
manner to classroom discussions. Upon completing this course, students are expected
to (1) know basic marketing philosophy and its key terms and theories, (2 )
effectively use this knowledge in an integrated manner for the purpose of making
strategic marketing decisions regarding practical business life problems, and (3)
communicate this knowledge in a clear and organized manner. Grading will be based
on two midterm exams, classroom participation, and most importantly on a course
project whereby students are expected to prepare an annual marketing plan as a group
and present their work to the class. A simplified marketing plan outline that lists
major components of a marketing plan is provided with this syllabus. There will be no
final exam for this course.
Text:
Philip Kotler Marketing Management, 11th or later
edition, Prentice Hall International, Inc.
Further Reading:
McDaniel, Lamb, and Hair, Introduction to Marketing, 12th Edition,
South-Western, Cengage Learning.
Method:
Formal Lectures + Discussion Sessions + Group Presentations
Grading:
Participation and Quizzes 5%; Midterm1 25%; Midterm2 30 %; Course Project 40 %
Topics:
WEEK1.
Introduction and Key Terms
What is Marketing?
History of the Thought of Marketing
ppt.: What is marketing
WEEK2.
Modern Marketing Philosophy
Marketing and Micro Environment
Marketing and Macro Environment
ppt. What is marketing
WEEK3.
Competitive Analyses
Corporate Strategy and Marketing
Key Elements of the Marketing Strategy
Buyer Decision Process (Overview)
Market Segmentation, Target Marketing, and Positioning.
ppt: Segmentation and Positioning & Competitive Advantage
WEEK4.
Market Segmentation, Target Marketing, and Positioning Continued
ppt: Segmentation and Positioning
WEEK5.
Product & Branding Strategies
Key Terms and Classifications
Branding and Brand Equity Management
ppt. Product and brand Management
WEEK6. Integrated Marketing Communications
ppt. Promotions
WEEK7.
Integrated Marketing Communications Continued
ppt. Promotions
WEEK8.
Pricing Methods and Tactics
Demand Estimation & Mathematical Pricing
Catching Up, Overview, & Midterm.
ppt: Pricing
WEEK 9.
Management of Marketing Channels
Structural & Administrative Issues
ppt: Management of Marketing Channels
WEEK10.
Understanding the Consumer
ppt: Understanding Buyers
WEEK11.
Business to Business Markets
Services
WEEK12.
Business Strategy
WEEK 13
Marketing Research Applications
WEEK 14
Sustainability and Marketing Ethics
Plagiarism:
Plagiarism is simply stealing someone else’s academic work and presenting as if it is your own. Even using two
consecutive sentences from another author’s work without providing appropriate citation is going to be
considered plagiarism for all assignments and project reports in this class. A submission with direct quotations
exceeding 5 percent of the total body of the text will also be considered plagiarism regardless of the citations and
references provided. It is a crime, and anyone caught committing this crime will not only get a direct F from the
course but also be reported to Faculty Administration for further disciplinary action.
READING LIST
1. Conceptualizing, measuring, and managing customer-based brand equity
Keller, Kevin Lane Journal of Marketing; Jan 1993; 57, 1; pg. 1
2. "The Commitment-Trust Theory of Relationship Marketing,"
Morgan, Robert M. and Shelby D. Hunt (1994), Journal of Marketing, 58 (3), 20-38.
3. Frontiers of the marketing paradigm in the third millennium. Ravi S. Achrol &
Philip Kotler, J. of the Acad. Mark. Sci. (2012) 40:35–52.
4. Marketing and business performance
Neil A. Morgan J. of the Acad. Mark. Sci. (2012) 40:102–119
5. “The Nature and Scope of Marketing”
Shelby Hunt, Journal of Marketing (40) July 1976
SIMPLIFIED MARKETING PLAN OUTLINE
I. SITUATION ANALYSES
A. Market (Current and projections)
Size, scope, shares and category sales history of all competitors, customer perceptions
and positioning approaches.
Product features, pricing, distribution, promotions, and other strategic approaches of
all competitors.
B. Customers (Current and projections)
Purchasing habits, preferences, purchasing patterns, purchasing power, segments and
profiles of each segment, etc.
C. Competitive
Primary competitors, secondary competitors.
Nature and degree of competition, competitive dynamics, new product entry
prospects, rivalry, power of suppliers and buyers.
Strengths, weaknesses, opportunities, and threats of and to the company as well as of
and to the core product.
D. Product (Current and projections)
Features, attributes, expectations, rooms for improvement.
II. OBJECTIVES (quantity, direction, time frame, rationale).
A. Corporate objectives, divisional objectives, marketing objectives.
B. Program objectives and rationales.
Positioning
Pricing
Advertising/Promotions
Sales/Distribution
Product
Service
III. STRATEGY AND PROGRAMS (How the objectives will be achieved)
A. Strategic alternatives and the core strategy
B. Marketing Programs
Pricing
Advertising/Promotion
Copy
Media
Trade versus consumer promotion
Sales/Distribution
Product development
Service
Market Research
IV. MONITORS AND CONTROLS
Specific research information to be used
Methods through which the plan will be evaluated
V. CONTINGENCY PLANS
VI. BUDGETS