Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | HM2166650 | Fall Semester | 3+0 | 3 | 4 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. İpek EROĞLU |
| Name of Lecturer(s) | Assist.Prof. Burcu İNCİ |
| Assistant(s) | Res. Ass. Yaşar GÖKALP |
| Aim | At the end of the course, students will be able to use marketing terminology, understand the factors affecting marketing decisions such as digital media and define marketing concepts, understand the vital role of marketing in today's global economy and apply marketing concepts to market themselves as employees. |
| Course Content | This course contains; General Information about the Course, Marketing: Creating Customer Value and Engagement,Company and Marketing Strategy: Customer Engagement, Value and Relationships Partnering to Create,Analyzing the Marketing Environment,Managing Marketing Information to Gain Customer Insights,Consumer Markets and Buyer Behavior,Industrial Markets and Industrial Buyer Behavior,Customer Value Based Marketing Strategy: Value for Target Customers Creation,Products, Services and Brands: Creating Customer Value,New Product Development and Product Lifecycle Management,Pricing Understanding and Capturing Customer Value,Pricing Strategies: Additional Topics,Marketing Channels: Delivering Customer Value,Integrated Marketing Communication Strategy,Sustainable Marketing: Social Responsibility and Ethics. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| At the end of this course, the student; | ||
| 1. Identify and explain the basic concepts in marketing. | 10, 13, 16, 9 | A, C, G |
| 1.1. Explain the marketing concept. | 10, 13, 16, 9 | A, C, G |
| 1.2. Classify the types of markets. | 10, 13, 16, 9 | A, C, G |
| 2. Gain a general perspective to solve the problems that marketing managers may face. | 10, 13, 16, 9 | A, C, G |
| 2.1. Evaluates consumers' purchasing decisions. | 10, 13, 16, 9 | A, C, G |
| 2.2. Evaluates the purchasing decision process in the organizational market. | 10, 13, 16, 9 | A, C, G |
| 2.3. Plans market segmentation. | 10, 13, 16, 9 | A, C, G |
| 3. Plan the market segmentation. | 10, 13, 16, 9 | A, C, G |
| 3.1. Explains the actors of the micro marketing environment. | 10, 13, 16, 9 | A, C, G |
| 3.2. Explains the actors of the macro marketing environment. | 10, 13, 16, 9 | A, C, G |
| 3.3. Describes the types of responses to environmental factors. | 10, 13, 16, 9 | A, C, G |
| 4. Can explain the components of the marketing mix. | 10, 13, 16, 9 | A, C, G |
| 4.1. Describes the product component. | 10, 13, 16, 9 | A, C, G |
| 4.2. Explains the price component. | 10, 13, 16, 9 | A, C, G |
| 4.3. Explains the distribution component. | 10, 13, 16, 9 | A, C, G |
| 4.4. Explains the promotion component. | 10, 13, 16, 9 | A, C, G |
| 5. Can explain the concept and components of marketing information system | 10, 13, 16, 9 | A, C, G |
| 5.1. Explains the concept of marketing information system. | 10, 13, 16, 9 | A, C, G |
| 5.2. Explains the concept of consumer insight. | 10, 13, 16, 9 | A, C, G |
| 5.3. Explains the types of data collection for marketing information system and marketing decision making. | 10, 13, 16, 9 | A, C, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | General Information about the Course, Marketing: Creating Customer Value and Engagement | Reading related resources |
| 2 | Company and Marketing Strategy: Customer Engagement, Value and Relationships Partnering to Create | Reading related resources |
| 3 | Analyzing the Marketing Environment | Reading related resources |
| 4 | Managing Marketing Information to Gain Customer Insights | Reading related resources |
| 5 | Consumer Markets and Buyer Behavior | Reading related resources |
| 6 | Industrial Markets and Industrial Buyer Behavior | Reading related resources |
| 7 | Customer Value Based Marketing Strategy: Value for Target Customers Creation | Reading related resources |
| 8 | Products, Services and Brands: Creating Customer Value | Reading related resources |
| 9 | New Product Development and Product Lifecycle Management | Reading related resources |
| 10 | Pricing Understanding and Capturing Customer Value | Reading related resources |
| 11 | Pricing Strategies: Additional Topics | Reading related resources |
| 12 | Marketing Channels: Delivering Customer Value | Reading related resources |
| 13 | Integrated Marketing Communication Strategy | Reading related resources |
| 14 | Sustainable Marketing: Social Responsibility and Ethics | Reading related resources |
| Resources |
| Notes, web sites, power point presentations. |
| 1. Principles of Marketing, 19th Edition, Pearson, 2024 Philip Kotler, Gary Armstrong, Sridhar Balasubramanian. 2. Marketing Management, 16th Edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller, Alexander Chernev. 3. Marketing: An Introduction, 15th Edition, Pearson, 2022, Gary Armstrong&Philip Kotler. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | PQ-1. Learns the national health conditions and the development, implementation and performance evaluation of appropriate health policies, as well as the theoretical and practical knowledge of organization and management of the health sector. | X | |||||
| 2 | PQ-2. Knows and uses theoretical and practical knowledge on business world and management with a critical approach to plan, organize and lead health and health service providers at national and international level. | X | |||||
| 3 | PQ-3. Identifies the relevant job roles in subdivisions of health system organizations and learns about their duties and responsibilities. | X | |||||
| 4 | PQ-4. Knows the social, environmental and behavioral factors related to the development of public and individual health. | X | |||||
| 5 | PQ-5. Applies the knowledge and skills on management of health institutions to manage the functions such as management, production, human resources, finance, accounting, marketing, patient and public relations, quality and patient safety, occupational health and safety, information technologies. | X | |||||
| 6 | PQ-6. Analyzes the information on health management scientifically and interprets their results, creates innovative, ethical, socially responsible and sustainable solutions, by using quantitative, qualitative techniques and digital technology innovatively for problem solving and exploiting opportunities in health management. | X | |||||
| 7 | PQ-7. Decide independently and demonstrates leadership qualities in identifying health management problems, develops proposals for solutions, applies them effectively and efficiently and assesses outcomes. | X | |||||
| 8 | PQ-8. Takes responsibility as an individual and/or team member to solve the problems encountered in managing health institutions. | X | |||||
| 9 | PQ-9. Evaluates the personality, culture and behavioral characteristics of the health institutions’ employees and directs them towards the aims of the institution. | X | |||||
| 10 | PQ-10. Decides on and applies different ways of accessing information. | X | |||||
| 11 | PQ-11. Continuously develops their professional knowledge and skills; be open to change, innovation, entrepreneurship and lifelong learning. | X | |||||
| 12 | PQ-12. Shares the views and suggestions on health management issues in writing and orally with stakeholders and communicates effectively with colleagues using an English level of at least European Language Portfolio B1 General. | X | |||||
| 13 | PQ-13. Solves problems using effective communication methods, has the ability to use the language in written and oral communication in a correct and proper manner using the terminology of health institutions. | X | |||||
| 14 | PQ-14. Uses information and communication technologies and computer software at least at the European Computer Use License level. | X | |||||
| 15 | PQ-15. Yönetim felsefesini ve yönetimin fonksiyonlarını her bir birime uygun olacak biçimde yönetim uygulamalarına yansıtır. | X | |||||
| 16 | PQ-16. Birey olarak dış görünüm olumlu tutum ve davranışlarıyla kuruma örnek olur; sürekli gelişme ve değişime açıktır. | X | |||||
| 17 | PQ-17. Sağlık yönetimi ile ilgili hukuki düzenlemeler ile toplumsal, bilimsel, mesleki etik ilkelere uygun, ülke ya da dünya genelinde genel sağlık sorunlarına duyarlı davranır, çözüm önerilerini yorumlar ve değerlendirir. | X | |||||
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 | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 16 | 16 | |||
| Term Project | 1 | 12 | 12 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 24 | 24 | |||
| General Exam | 1 | 36 | 36 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 130 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(130/30) | 4 | |||||
| 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 | HM2166650 | Fall Semester | 3+0 | 3 | 4 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. İpek EROĞLU |
| Name of Lecturer(s) | Assist.Prof. Burcu İNCİ |
| Assistant(s) | Res. Ass. Yaşar GÖKALP |
| Aim | At the end of the course, students will be able to use marketing terminology, understand the factors affecting marketing decisions such as digital media and define marketing concepts, understand the vital role of marketing in today's global economy and apply marketing concepts to market themselves as employees. |
| Course Content | This course contains; General Information about the Course, Marketing: Creating Customer Value and Engagement,Company and Marketing Strategy: Customer Engagement, Value and Relationships Partnering to Create,Analyzing the Marketing Environment,Managing Marketing Information to Gain Customer Insights,Consumer Markets and Buyer Behavior,Industrial Markets and Industrial Buyer Behavior,Customer Value Based Marketing Strategy: Value for Target Customers Creation,Products, Services and Brands: Creating Customer Value,New Product Development and Product Lifecycle Management,Pricing Understanding and Capturing Customer Value,Pricing Strategies: Additional Topics,Marketing Channels: Delivering Customer Value,Integrated Marketing Communication Strategy,Sustainable Marketing: Social Responsibility and Ethics. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| At the end of this course, the student; | ||
| 1. Identify and explain the basic concepts in marketing. | 10, 13, 16, 9 | A, C, G |
| 1.1. Explain the marketing concept. | 10, 13, 16, 9 | A, C, G |
| 1.2. Classify the types of markets. | 10, 13, 16, 9 | A, C, G |
| 2. Gain a general perspective to solve the problems that marketing managers may face. | 10, 13, 16, 9 | A, C, G |
| 2.1. Evaluates consumers' purchasing decisions. | 10, 13, 16, 9 | A, C, G |
| 2.2. Evaluates the purchasing decision process in the organizational market. | 10, 13, 16, 9 | A, C, G |
| 2.3. Plans market segmentation. | 10, 13, 16, 9 | A, C, G |
| 3. Plan the market segmentation. | 10, 13, 16, 9 | A, C, G |
| 3.1. Explains the actors of the micro marketing environment. | 10, 13, 16, 9 | A, C, G |
| 3.2. Explains the actors of the macro marketing environment. | 10, 13, 16, 9 | A, C, G |
| 3.3. Describes the types of responses to environmental factors. | 10, 13, 16, 9 | A, C, G |
| 4. Can explain the components of the marketing mix. | 10, 13, 16, 9 | A, C, G |
| 4.1. Describes the product component. | 10, 13, 16, 9 | A, C, G |
| 4.2. Explains the price component. | 10, 13, 16, 9 | A, C, G |
| 4.3. Explains the distribution component. | 10, 13, 16, 9 | A, C, G |
| 4.4. Explains the promotion component. | 10, 13, 16, 9 | A, C, G |
| 5. Can explain the concept and components of marketing information system | 10, 13, 16, 9 | A, C, G |
| 5.1. Explains the concept of marketing information system. | 10, 13, 16, 9 | A, C, G |
| 5.2. Explains the concept of consumer insight. | 10, 13, 16, 9 | A, C, G |
| 5.3. Explains the types of data collection for marketing information system and marketing decision making. | 10, 13, 16, 9 | A, C, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | General Information about the Course, Marketing: Creating Customer Value and Engagement | Reading related resources |
| 2 | Company and Marketing Strategy: Customer Engagement, Value and Relationships Partnering to Create | Reading related resources |
| 3 | Analyzing the Marketing Environment | Reading related resources |
| 4 | Managing Marketing Information to Gain Customer Insights | Reading related resources |
| 5 | Consumer Markets and Buyer Behavior | Reading related resources |
| 6 | Industrial Markets and Industrial Buyer Behavior | Reading related resources |
| 7 | Customer Value Based Marketing Strategy: Value for Target Customers Creation | Reading related resources |
| 8 | Products, Services and Brands: Creating Customer Value | Reading related resources |
| 9 | New Product Development and Product Lifecycle Management | Reading related resources |
| 10 | Pricing Understanding and Capturing Customer Value | Reading related resources |
| 11 | Pricing Strategies: Additional Topics | Reading related resources |
| 12 | Marketing Channels: Delivering Customer Value | Reading related resources |
| 13 | Integrated Marketing Communication Strategy | Reading related resources |
| 14 | Sustainable Marketing: Social Responsibility and Ethics | Reading related resources |
| Resources |
| Notes, web sites, power point presentations. |
| 1. Principles of Marketing, 19th Edition, Pearson, 2024 Philip Kotler, Gary Armstrong, Sridhar Balasubramanian. 2. Marketing Management, 16th Edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller, Alexander Chernev. 3. Marketing: An Introduction, 15th Edition, Pearson, 2022, Gary Armstrong&Philip Kotler. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | PQ-1. Learns the national health conditions and the development, implementation and performance evaluation of appropriate health policies, as well as the theoretical and practical knowledge of organization and management of the health sector. | X | |||||
| 2 | PQ-2. Knows and uses theoretical and practical knowledge on business world and management with a critical approach to plan, organize and lead health and health service providers at national and international level. | X | |||||
| 3 | PQ-3. Identifies the relevant job roles in subdivisions of health system organizations and learns about their duties and responsibilities. | X | |||||
| 4 | PQ-4. Knows the social, environmental and behavioral factors related to the development of public and individual health. | X | |||||
| 5 | PQ-5. Applies the knowledge and skills on management of health institutions to manage the functions such as management, production, human resources, finance, accounting, marketing, patient and public relations, quality and patient safety, occupational health and safety, information technologies. | X | |||||
| 6 | PQ-6. Analyzes the information on health management scientifically and interprets their results, creates innovative, ethical, socially responsible and sustainable solutions, by using quantitative, qualitative techniques and digital technology innovatively for problem solving and exploiting opportunities in health management. | X | |||||
| 7 | PQ-7. Decide independently and demonstrates leadership qualities in identifying health management problems, develops proposals for solutions, applies them effectively and efficiently and assesses outcomes. | X | |||||
| 8 | PQ-8. Takes responsibility as an individual and/or team member to solve the problems encountered in managing health institutions. | X | |||||
| 9 | PQ-9. Evaluates the personality, culture and behavioral characteristics of the health institutions’ employees and directs them towards the aims of the institution. | X | |||||
| 10 | PQ-10. Decides on and applies different ways of accessing information. | X | |||||
| 11 | PQ-11. Continuously develops their professional knowledge and skills; be open to change, innovation, entrepreneurship and lifelong learning. | X | |||||
| 12 | PQ-12. Shares the views and suggestions on health management issues in writing and orally with stakeholders and communicates effectively with colleagues using an English level of at least European Language Portfolio B1 General. | X | |||||
| 13 | PQ-13. Solves problems using effective communication methods, has the ability to use the language in written and oral communication in a correct and proper manner using the terminology of health institutions. | X | |||||
| 14 | PQ-14. Uses information and communication technologies and computer software at least at the European Computer Use License level. | X | |||||
| 15 | PQ-15. Yönetim felsefesini ve yönetimin fonksiyonlarını her bir birime uygun olacak biçimde yönetim uygulamalarına yansıtır. | X | |||||
| 16 | PQ-16. Birey olarak dış görünüm olumlu tutum ve davranışlarıyla kuruma örnek olur; sürekli gelişme ve değişime açıktır. | X | |||||
| 17 | PQ-17. Sağlık yönetimi ile ilgili hukuki düzenlemeler ile toplumsal, bilimsel, mesleki etik ilkelere uygun, ülke ya da dünya genelinde genel sağlık sorunlarına duyarlı davranır, çözüm önerilerini yorumlar ve değerlendirir. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |