COURSE INFORMATION Course Title: MARKETING II

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 222	B	4	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Teoman Duman , Prof.Dr Teoman Duman
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Compulsory
Classroom and Meeting Time:	TBA
Course Description:	Marketing II: Marketing topics such as consumer, industrial, national, international marketing, relationship of law and marketing, sales management, separate factors of marketing mix in detail, a complete marketing plan, and various special topics like relationship marketing or related topics out of marketing area like NLP are covered. The focus is on marketing strategies and understanding markets. Self learning, decision making is motivated with the coaching of the instructor. They first learn and then discuss in the classroom environment in the form of question-answer-feedback style. The overall aim is to lead the student to question-analyze and interpret and to grab the meaning of scientific thinking, plus give the ability of self performance appraisal.
Course Objectives:	Goals of teaching this course include establishing a clear understanding of pricing strategies, marketing channels, retailing and wholesaling, marketing communications, and promotion strategies. All students will be asked to identify a local brand and prepare a marketing plan for the brand according to guidelines and the sample plan given in the textbook.

COURSE OUTLINE

Week	Topics
1	Chapter 11- Pricing Strategies Case 11: Apple: Premium priced and worth it. p. 330-331.
2	Chapter 12 - Marketing Channels: Delivering Customer Value Case 12: Uber: radically reshaping Urban Transportation Channels. p. 356-357. Discussion on marketing plan projects
3	Chapter 13 - Retailing and Wholesaling Case 13: UNIQLO: The Innovative Route in Fashion Retailing. p. 390-391.
4	Week-off
5	Chapter 14 - Communicating Customer Value: Integrated Marketing Case 14: Snickers: “You’re not You When You’re Hungry”. p. 422-423. Communications Strategy
6	Chapter 15 Advertising and Public Relations Case 15: Geico: From Bit Player to Behemoth through Good Advertising. p. 450-451.
7	Midterm exam
8	Chapter 16 - Personal Selling and Sales Promotion Case 16: Salesforce: You Need a Great Sales force to Sell Salesforce. p. 478-479.
9	Chapter 17 - Direct and Online Marketing: Building Direct Customer Relationships Case 17: Samsung Electronics: Engaging customers globally via Social media marketing. p. 510-511.
10	Chapter 18 - Creating Competitive Advantage Case 18: Microsoft: A New competitive Marketing strategy for the Post-Pc Era. p. 540-541.
11	Chapter 19 - The Global Market Place Case 19: IKEA: Just the Right Balance between Global Standardization and Local Adaptation. p. 566-567.
12	Chapter 20 - Sustainable Marketing: Social Responsibility and Ethics Case 20: Sustainability at Unilever: Creating a better Future every Day. p. 596-597.
13	Additional case presentations
14	Marketing plan presentations – deadline for submission of marketing plans

Prerequisite(s):	Marketing I
Textbook:	Kotler, G. and Armstrong, G. (2012). Principles of Marketing 14E. Pearson: Upper Saddle River, New Jersey, USA.
Other References:	None
Laboratory Work:	No
Computer Usage:	Yes
Others:	No

COURSE LEARNING OUTCOMES

1	Comprehending functions of marketing that include pricing, distribution, communication and responsibility.
2	Understanding roles of marketing functions in real world applications.
3	Learning about how international companies use marketing to grow business.
4	Developing skills to prepare a marketing plan for a brand.

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Banking and Finance (3 years) Program
1	The students are gained the ability to look at the problems of daily life from a broader perspective. They gain the needed skills not only to understand economic problems in banking and finance but also to construct a model and defend in meaningful way.	5
2	They have knowledge about the finance and banking.	1
3	They have knowledge about the money and banking.	1
4	They have knowledge about the international finance and banking.	1
5	They have ability to use mathematical and statistical methods in banking and finance.	1
6	They know how to use computer programs in both daily office usage and statistical data evaluations in banking and finance department.	1
7	They have necessary banking and finance skills that needed in private and public sector.	1
8	They are intended to be specialist in one of departmental fields that they choose from the list of general economics, finance economics, public finance, corporate finance, finance management, international finance markets and institutions, banking and central banking, international finance and banking, money and banking, international trade and banking.	3
9	They have ability to utilize fundamental economic theories and tools to solve economic problems in banking and finance.	1
10	They are aware of the fact that banking and finance is a social science and they respect the social perspectives and social values of the society’s ethics.	1

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	20
Presentation	-	-
Project	1	30
Quiz	-	-
Laboratory	-	-
Lab/Practical Exams(s)	-	-
Case Study	-	-
Term Paper	-	-
Final Exam	1	30
Attendance		20
Other	-	-
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	2	32
Mid-terms	1	15	15
Assignments	1	5	5
Final examination	1	15	15
Other	1	10	10
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5