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About the Programme Academic Staff Program Qualifications Lessons Matrix of Course & Program Qualifications Turkish Qualifications Framework (TQF) TQF & Program Qualifications
  1. Graduate School
  2. Department of Business Administration
  3. Master of Business Administration (MBA)
  4. MBA in Marketing
  5. Course Structure Diagram with Credits
  6. Marketing Management and Strategies
  7. Description
  • Description
  • Learning Outcomes
  • ECTS Credit Load
  • Course's Contribution to Program
  • Learning Outcomes & Program Qualifications
Last Updated: 30/09/2026

Code - Course Title Course Type Laboratory + Practice ECTS
PZL519 - Marketing Management and Strategies I. SEMESTER 3 +0 6.0
Language of Instruction Türkçe
Course Type Required Courses
Course Instructor(s) DOÇ. DR. FEYZA AĞLARGÖZ
Mode of Delivery The mode of delivery of this course is face to face.
Place of Delivery
Used Educational Platforms
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recomended There is no recommended optional programme component for this course.
Recommended Resources Bryon, S. (2017). Marketing: Theory, evidence, practice. (2nd edition). Oxford University Press. Bryon, S. (2021). Pazarlama - Yeni pazarlama, geleceğin pazarlaması. The Kitap Yayınları.Schlegelmilch, B. B., and Winer, R. S. (Eds.) (2021). The Routledge companion to strategic marketing. Routledge.Palmatier, R. W., and Sridhar, S. (2021). Marketing strategy. Based on first principles and data analytics. Red Globe Press.Ferrell, O.C., Hartline, M. D., and Hochstein, B. W. (2022). Marketing strategy: Text and Cases. (8th Edition). Cengage Learning. HBR's 10 Must Reads on Strategic Marketing (2013). Harvard Business Review Press. Stratejik Pazarlama (2016). Harvard Business Review Press (Çeviren: Melis İnan). Kotler, P., Armstrong, G. & Balasubramanian, S. (2021). Principles of Marketing (19th Global Edition).Pearson.Kotler, P. & Armstrong, G. (2018). Pazarlama İlkeleri (Çev. Ed: Ercan Gegez). Beta Yayınları.
Work Placement N/A
Aims of the Course

Weeks Learning Outcomes Topics Teaching Methods
Week - 1 Marketing and its role
Week - 2 History of marketing thought and practice
Week - 3 Strategic marketing plan
Week - 4 Collecting and analyzing marketing information
Week - 5 Developing competitive advantage and strategic focus
Week - 6 Consumers, market segmentation and target market
Week - 7 Marketing program
Week - 8 Branding and positioning
Week - 9 Services
Week - 10 Advertising,sales promotion and public relations
Week - 11 New products and innovation
Week - 12 Ethics and social responsibility in marketing strategy
Week - 13 Marketing implementation and control
Week - 14 Develop and maintain long-term customer relationships

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Assessment Method and Passing Requirements
Quamtity Percentage (%)
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