The aim of this course is to introduce students to the basic concepts and principles of marketing and to provide students with an understanding of modern marketing strategies and practices.
Course Content
This course contains; Introduction to Marketing,Consumer Behavior,Marketing Ethics ,Marketing Research,Product and Brand Decisions I,Product and Brand Decisions II,Pricing,Distribution,Promotion-Integrated Marketing Communications I,Promotion-Integrated Marketing Communications II,Services Marketing,e-Marketing,Global Marketing I,Global Marketing II.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
Comprehend the role of marketing in modern society and businesses.
13, 16, 9
A, C
Develop strategies based on marketing mix (4Ps).
13, 16, 9
A, C
Explain basic concepts such as positioning and customer value proposition.
13, 16, 9
A, C
Integrate marketing mix to create a comprehensive plan.
13, 16, 9
A, C
Analyze marketing problems and suggest solutions.
13, 16, 9
A, C
Apprehend global marketing framework.
13, 16, 9
A, C
Teaching Methods:
13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Marketing
No preperation required
2
Consumer Behavior
Reading the relevant chapter from the textbook
3
Marketing Ethics
Reading the relevant chapter from the textbook
4
Marketing Research
No preperation required
5
Product and Brand Decisions I
Reading the relevant chapter from the textbook
6
Product and Brand Decisions II
Reading of the related white paper
7
Pricing
Reading the relevant chapter from the textbook
8
Distribution
Reading the relevant chapter from the textbook
9
Promotion-Integrated Marketing Communications I
Reading the relevant chapter from the textbook
10
Promotion-Integrated Marketing Communications II
Reading of the related white paper
11
Services Marketing
Reading the relevant chapter from the textbook
12
e-Marketing
Reading of the related white paper
13
Global Marketing I
Reading the relevant chapter from the textbook
14
Global Marketing II
Reading of the related white paper
Resources
Dhruv Grewal, Michael Levy. Pazarlama. Nobel Yayınevi.
J. Paul Peter, James H. Donnelly, Jr., Pazarlama Yönetimine Giriş. Nobel Yayınevi.
Powerpoint hand-outs, white papers
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Knows the basic concepts and theoretical grounds related to the field.
X
2
Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions.
X
3
Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions.
X
4
Performs analysis for corporations and devises plans in order to cater the needs of the corporations.
X
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
Uses Turkish language fluently and accurately in scientific and professional works.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level.
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Plans social responsibility events and takes a role in implementation process.
14
Performs the measurement and evaluation of communication activities.
15
Knowledgeable about occupational health and safety and can use this information when necessary.
16
Sensitive to the environment, the universality of social rights and the protection of cultural values.
X
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
40
Rate of Final Exam to Success
60
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
14
1
14
Resolution of Homework Problems and Submission as a Report
0
0
0
Term Project
0
0
0
Presentation of Project / Seminar
0
0
0
Quiz
0
0
0
Midterm Exam
1
30
30
General Exam
1
50
50
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
136
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(136/30)
5
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
MARKETING PRINCIPLES
-
Spring Semester
3+0
3
5
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Required
Course Coordinator
Prof.Dr. Ayşen AKYÜZ
Name of Lecturer(s)
Prof.Dr. Ayşen AKYÜZ
Assistant(s)
Prof.Dr.Ayşen Akyüz
Aim
The aim of this course is to introduce students to the basic concepts and principles of marketing and to provide students with an understanding of modern marketing strategies and practices.
Course Content
This course contains; Introduction to Marketing,Consumer Behavior,Marketing Ethics ,Marketing Research,Product and Brand Decisions I,Product and Brand Decisions II,Pricing,Distribution,Promotion-Integrated Marketing Communications I,Promotion-Integrated Marketing Communications II,Services Marketing,e-Marketing,Global Marketing I,Global Marketing II.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
Comprehend the role of marketing in modern society and businesses.
13, 16, 9
A, C
Develop strategies based on marketing mix (4Ps).
13, 16, 9
A, C
Explain basic concepts such as positioning and customer value proposition.
13, 16, 9
A, C
Integrate marketing mix to create a comprehensive plan.
13, 16, 9
A, C
Analyze marketing problems and suggest solutions.
13, 16, 9
A, C
Apprehend global marketing framework.
13, 16, 9
A, C
Teaching Methods:
13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Marketing
No preperation required
2
Consumer Behavior
Reading the relevant chapter from the textbook
3
Marketing Ethics
Reading the relevant chapter from the textbook
4
Marketing Research
No preperation required
5
Product and Brand Decisions I
Reading the relevant chapter from the textbook
6
Product and Brand Decisions II
Reading of the related white paper
7
Pricing
Reading the relevant chapter from the textbook
8
Distribution
Reading the relevant chapter from the textbook
9
Promotion-Integrated Marketing Communications I
Reading the relevant chapter from the textbook
10
Promotion-Integrated Marketing Communications II
Reading of the related white paper
11
Services Marketing
Reading the relevant chapter from the textbook
12
e-Marketing
Reading of the related white paper
13
Global Marketing I
Reading the relevant chapter from the textbook
14
Global Marketing II
Reading of the related white paper
Resources
Dhruv Grewal, Michael Levy. Pazarlama. Nobel Yayınevi.
J. Paul Peter, James H. Donnelly, Jr., Pazarlama Yönetimine Giriş. Nobel Yayınevi.
Powerpoint hand-outs, white papers
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Knows the basic concepts and theoretical grounds related to the field.
X
2
Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions.
X
3
Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions.
X
4
Performs analysis for corporations and devises plans in order to cater the needs of the corporations.
X
5
Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems.
X
6
Takes place as a member in a project-based teamwork; leads projects and plans events.
X
7
Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications.
8
Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently.
X
9
Uses Turkish language fluently and accurately in scientific and professional works.
X
10
Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly.
X
11
Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level.
12
Acts in accordance with ethical codes in professional and scientific works.
X
13
Plans social responsibility events and takes a role in implementation process.
14
Performs the measurement and evaluation of communication activities.
15
Knowledgeable about occupational health and safety and can use this information when necessary.
16
Sensitive to the environment, the universality of social rights and the protection of cultural values.
X
17
Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field.
