Professionals MBA Program

Fall 2022
MKTG 801 – Marketing Management

Instructor: Prof. Dr. Cenk Koçaş

Office: SBS 1076
Phone: (216) 483-9674
Fax: (216) 483-9699
E-mail: [email protected]
Web: SuCourse
Office Hours: Stop by or ask for an appointment.

Type Time Days Where

Class 19:00-22:00 Fri ALT202 - FMAN-G013-14
Class 9:00-18:00 Sat ALT202 - FMAN-G013-14

Course Objective:
Marketing starts with an understanding of the customer, competition, markets and
environment. Based on marketing intelligence, it involves identifying customer needs (for
individual consumers and businesses), and then satisfying those needs through the right
product, available to buyers through the right distribution channel, promoted in ways to
motivate purchase as much as possible, and priced at the right level to stimulate purchase
as well as allow for sustainable profitability. These decisions - product, distribution,
promotion, and price - comprise the "Marketing Mix." Together with rigorous and
complete analysis of the market environment, customers, and competitors, as well as
synthesis through segmentation, targeting and positioning, they are the key activities of
marketing management.
Learning Outcomes:

Upon successful completion of the course, the student should be able to:

1. Identify the concepts and activities of marketing management

2. Analyze markets through marketing research and an understanding of consumer
behavior and competition
3. Form a marketing strategy by segmenting, targeting positioning and
differentiation.
4. Choose a coherent marketing mix in line with a given marketing strategy
5. Define the value and use of marketing in a broader sense

Course Materials:
Required textbook: Marketing Management, Philip Kotler Kevin Keller

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Instructional Design: The course emphasizes learning-by-doing as opposed to passive
listening with the objective that participants internalize rather than memorize strategy
related issues, concepts, and approaches. The major pedagogical tools will be live cases
and interactive lectures. Participants are expected to learn how to present persuasive oral
and written reports.
Course Components:
Participation: Each student is expected to contribute to class discussion. Do not be
reluctant to voice your opinion. You are urged to challenge the concepts and to bring to
the classroom your learning based on other courses and life experiences. Class
participation, insightful comments and discussion during lectures and meaningful
contributions to case discussions are essential. A portion of your course grade will be
based on participation.
End of Day Study: On each Saturday, the students will work as teams and deliver a short
analysis of a topic recently covered in class. A potential list of the topics is provided
below.

 Study 1: Customer Experience Cycle: Depict the stages of the customer

experience cycle and explain the interaction of buyer roles and stages as well as
utilities expected at each stage for your domain.
 Study 2: Segmentation. Please segment the market listing at least 10 potential
segmentation variables and utilizing at least 3 with the highest priority.
 Study 3: Product Line: Depict the product levels for your domain. Form three
distinct products determining the combination of values offered to the customer
with each product.
 Study 4. Price the product line of Study 3 based on a Demand Curve. Redefine
product line if necessary.
 Study 5.Determine the objectives of the Hierarchy of Effects Model. Create an
Integrated Marketing Communications campaign for one chosen stage.
 Study 6. Create an Integrated Marketing Communications campaign for another
chosen stage of the Hierarchy of Effects Model where Channel
design/contribution is significant. Explain how Channels need to be
modified/created/trained.

Final Exam: There will be a Final Exam basically comprised of one or two essay
questions. The essay questions will require an integrative analysis and synthesis of a
market domain as well as suggestions for some coherent marketing mixes. There will also
be a section testing the familiarity with the textbook.

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Grading:
The course grade will be calculated based on the following distribution of points for each
performance item noted above:
End of Day Study 30
Participation 30
Final Exam 40
TOTAL 100

CLASS SCHEDULE
WEEK DATE TOPIC CHAPTER
Course introduction/
1 F-Alt 4-Nov-22 Overview of Ch 1: Defining Marketing for the 21st Century
Marketing
Ch 2: Developing Marketing Strategies and Plans
Marketing Process
Ch 3: Gathering Information and Scanning the Environment
1S-Alt 5-Nov-22 Marketing Strategy
Ch 4: Marketing Research
Market Analysis
Ch 11: Dealing with Competition

Ch 5: Creating Customer Value, Satisfaction, and Loyalty

Consumer Behavior
2F-Tuz 11-Nov-22 Ch 6: Consumer Markets
Ch 7: Business Markets
Segmentation,
Ch 8: Identifying Market Segments and Targets
2S-Tuz 12-Nov-22 Targeting, Ch 10: Crafting the Brand Positioning
Positioning

3F-Alt 18-Nov-22 Product Ch 12: Setting Product Strategy

Ch 9: Creating Brand Equity
Product/Branding Ch 13: Designing and Managing Services
3S-Alt 19-Nov-22
Pricing Ch 14: Developing Pricing Strategies and Programs

4F-Tuz 25-Nov-22 Pricing Ch 14: Developing Pricing Strategies and Programs

Integrated
Marketing Ch 17: Designing and Managing Integrated Marketing Communications
Ch 18: Managing Mass Communications
4S-Tuz 26-Nov-22 Communications Ch 15: Designing and Managing Integrated Marketing Channels
Ch 16: Managing Retailing, Wholesaling, and Logistics
Channels, Retailing

5F-Alt 2-Dec-22 Final Exam

5S-Alt 3-Dec-22

Academic Honesty:
Learning is enhanced through cooperation and as such you are encouraged to work in
groups, ask for and give help freely in all appropriate settings. At the same time, as a
matter of personal integrity, you should only represent your own work as yours. Any
work that is submitted to be evaluated in this class should be an original piece of writing,
presenting your ideas in your own words. Everything you borrow from books, articles, or
web sites (including those in the syllabus) should be properly cited. Although you are

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encouraged to discuss your ideas with others (including your friends in the class), it is
important that you do not share your writing (slides, MS Excel files, reports, etc.) with
anyone. Using ideas, text and other intellectual property developed by someone else
while claiming it is your original work is plagiarism. Copying from others or providing
answers or information, written or oral, to others is cheating. Unauthorized help from
another person or having someone else write one’s paper or assignment is collusion.
Cheating, plagiarism and collusion are serious offenses that could result in an F grade and
disciplinary action. Please pay utmost attention to avoid such accusations.

Statement on Respect for Diversity:

(Adapted from Mahmut Beyazıt of SBS, Carnegie Mellon University and Brown University)
We must treat every individual with respect. We are diverse in many ways, and this
diversity is fundamental to building and maintaining an equitable and inclusive campus
community. Diversity can refer to multiple ways that we identify ourselves, including but
not limited to race, color, national origin, language, sex, disability, age, sexual
orientation, gender identity, religion, creed, ancestry, or beliefs. Each of these diverse
identities, along with many others not mentioned here, shape the perspectives our
students, faculty, and staff bring to our campus. We, at Sabancı University, will work to
promote diversity, equity and inclusion not only because diversity fuels excellence and
innovation, but because we want to pursue justice. We acknowledge our imperfections
while we also fully commit to the work, inside and outside of our classrooms, of building
and sustaining a campus community that increasingly embraces these core values.
I (like many people) am still in the process of learning about diverse perspectives and
identities. If something was said in class (by anyone) that made you feel uncomfortable,
please talk to me about it. (Again, anonymous feedback is always an option). It is my
intent that students from all diverse backgrounds and perspectives be well served by this
course, that students' learning needs be addressed both in and out of class, and that the
diversity that students bring to this class be viewed as a resource, strength and benefit.

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