Marketing Management (ISL502) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Marketing Management ISL502 3 0 0 3 5
Pre-requisite Course(s)
Course Language Turkish
Course Type N/A
Course Level Social Sciences Master's Degree
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Demonstration, Question and Answer, Drill and Practice.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
Course Objectives Learning the concepts of marketing and marketing management
Course Learning Outcomes The students who succeeded in this course;
  • To develop an understanding on the general terminology about marketing management
  • To apply marketing strategies in business related decisions
  • To conduct SWOT and environment analyses
Course Content Strategic planning and marketing process, marketing strategy; defining targeting audience and target growth in marketing mix, macro and micro environments of marketing, market segmentation, consumer and industrial markets and different aspects of those markets, consumer behavior, product, price, promotion and distribution.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Development of Marketing and Health Services Marketing Chapter 1
2 Characteristics of Services, Development of the Service Sector and Characteristics of Health Care Chapter 2
3 Customer Behaviors Chapter 3
4 Marketing Information Systems and Marketing Research Chapter 4
5 Market Segmentation ,Target Market Selection, Market Positioning and Growth Strategies Chapter 5
6 Strategic Marketing Planning Chapter 6
7 Midterm Exam
8 Product and Product Development Strategies Chapter 7
9 Price and Pricing Strategies Chapter 8
10 Promotion and Politics of Promotion Chapter 9
11 Place and Channels of Place-(Distrubution) Chapter 10
12 Participants, Physical Evidence and Process Management Chapter 11
13 Total Quality Management and Customer Satisfaction Chapter 12
14 New Approaches in Health Care Marketing: Relationship Marketing, Customer Relationship Management and Guerrilla Management Chapter 13
15 Marketing Ethics Chapter 14
16 Final Exam


Course Book 1. Ders Kitabı Tengilimoğlu, Dilaver,Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2012, Ankara..

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments - -
Presentation 1 20
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 30
Final Exam/Final Jury 1 50
Toplam 3 100
Percentage of Semester Work 50
Percentage of Final Work 50
Total 100

Course Category

Core Courses
Major Area Courses X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 He/she will be competent in evaluating basic concepts and the conceptual interrelations as well as their reflections on theoretical and practical levels. X
2 He/she will have the knowledge of the basic methodological approaches, methods and research technics and their implementations. X
3 Evaluating the contribution of public relation and advertising theories and applications to the existing/potential occasions and problems in the national and international area. X
4 Being aware of the ethics of public relations occupation and having the consciousness of occupational responsibility. X
5 Being able to plan and apply strategic communication processes in the fields of public communications, public opinion building, agenda determination, setting, orientation and managing. X
6 Creating the sustainable development and quality insight oriented to concepts such as; corporate communication, corporate identity, corporate culture, corporate citizenship, corporate loyalty, reputation, value, social responsibility, image management, relationship management, perception management, emotional intelligence, human resource, etc. X
7 To have a through knowledge of the communication methodology directed to private sector, public sector and civil society X
8 Having theoretical knowledge on information communication technologies, understanding its reflections in the society and using this knowledge both in theoretical and application. X
9 Come to conclusions by connecting and analyzing data on social sciences and using these conclusions in the field of public relations X
10 Reaching current information about the discipline by researching the national and international literature in the field of public relations and publicity. X
11 Reaching scientific results by defining the right method/techniques directed to the purpose of the research. X
12 Come to conclusions by connecting and analyzing data on social sciences and using these conclusions in the field of public relations.

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class 14 1 14
Presentation/Seminar Prepration 1 20 20
Homework Assignments
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 25 25
Total Workload 127