Period 1: Marketing Management

Language: English

Dates: 26 July – 6 August 2021

Course Description

The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The essence of marketing management is assessing and solving marketing problems. As may be perceived by lay people, marketing can not simply be managed by intuition. Similarly, marketing management course is not simply information to be memorized.

Course content can be roughly divided into two parts. The first part focuses on the concepts, tools, and analyses that underlie marketing decisions. We will examine marketing strategies, buyer behavior, and the information link between the environment and the decision maker. The second part of the course focuses on using these concepts, tools, and analyses to make marketing decisions. We will examine the elements of the marketing mix, namely product, price, place (distribution), and promotion (communication). The design of these elements should be consistent in order to reach consumers.

Every course in the business school is, in some sense, a strategy course; in other words, in everything you study as a business student and in all your decisions as a business person, you should have in mind a corporation’s overall plan, in particular its objectives and the advantages and corporate strengths it will use to achieve them. What distinguishes marketing (both in terms of strategy and execution) from, say, corporate strategy, can be summarized in a single word: CUSTOMERS. The primary task of marketing is to achieve the corporation’s overall business objective by creating and communicating value to the customer. So, throughout the course, we will have to keep both ends of the process in view at all times: What is the business trying to achieve? What does the customer want?

Nükhet Harmancıoğlu Gür Associate Professor College of Administrative Sciences and Economics

Nukhet Harmancioglu is Associate Professor of Marketing at the College of Administrative Sciences and Economics, Koc University, Türkiye. Previously she worked as an Assistant Professor at Bilkent University, Ankara (2007-2008) and Suffolk University, Boston, MA (2006-2007). She held visiting positions at the Marshall School of Business, University of Southern California (Fall 2008) and the Haas Business School, University of California, Berkeley (Fall 2014). She earned her Ph.D. degree from Michigan State University in East Lansing, MI.

She has won a number of awards including the 2006 Academy of Marketing Science Jane Fenyo Best Student Research Award and the 2005 PDMA Dissertation Proposal Competition. She has also raised external support for her research from institutions such as FP7 Marie Curie Program, Product Development Management Association, Institute for the Study of Business Markets (PennState), and International Commerce Institute and Unilever.

Her research interests span the fields of marketing strategy, innovation management, and relationship marketing. Her research-to-date focuses on four major research areas: the adverse and favorable effects of competition, the duality of competition and collaboration, innovation and entrepreneurship in emerging markets, and financial outcomes of marketing and innovation-related decisions. She has published in leading journals such as Journal of International Business Studies, International Journal of Research in Marketing, Journal of Product Innovation Management and Journal of Academy of Marketing Science.

Course Objectives

1. To develop knowledge of business terms and concepts associated with the marketing field.

2. To understand the marketing environment, study customer needs and behavior, and comprehend the value of product, pricing, place, and promotion decisions in the planning process.

3. To develop an ability to analyze marketing problems, and to apply marketing concepts, tools, and techniques to solve specific problems.

4. To exhibit ethical and professional conduct in class, in preparation for the “real world.”

Topics to be Covered

The Marketing Concept
Marketing Strategy
Value Creation
Segmentation & Targeting & Positioning
Products, Services, and Branding
Innovation & New Product Development
Integrated Marketing Communications & Advertising
Distribution & Value Chain Management
Market-based Pricing

Course Outline

Week 1

26-Jul 27-Jul 28-Jul 29-Jul 30-Jul
10:00-10:50 Extracurricular Activities Introduction to Marketing Extracurricular Activities Introduction to STP Extracurricular Activities
10:50-11:10 Break Break
11:10-12:00 Understanding the Market place Segmentation Methods
12:00-13:00 Break Break
13:00-13:50 What is Marketing Strategy What is Customer Value? Targeting Dove Case Discussion
13:50-14:10 Break Break Break Break
14:10-15:00 What is Marketing Culture? How to Create Customer Value? Positioning Dove Case A Discussion
15:00-16:00 Break Break Break Break
16:00-17:00 Extracurricular Activities Extracurricular Activities Extracurricular Activities Extracurricular Activities

Week 2

02-Aug 03-Aug 04-Aug 05-Aug 06-Aug
10:00-10:50 Introduction to Consumer Behavior Extracurricular Activities Innovation & Product Development Extracurricular Activities Extracurricular Activities
10:50-11:10 Break Break
11:10-12:00 Buyer Characteristics Branding
12:00-13:00 Break
13:00-13:50 Buyer Decision Making Process Introduction to Marketing Mix Promotion Strategy Distribution/ Place Strategy
13:50-14:10 Break Break Break Break
14:10-15:00 Customer Involvement Product Strategy Pricing Strategy Integrated Marketing Communications –
Case Discussion
15:00-16:00 Break Break Break Break
16:00-17:00 Extracurricular Activities Extracurricular Activities Extracurricular Activities Extracurricular Activities

Please note that this schedule is subject to changes.