Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | HM2166650 | Fall Semester | 3+0 | 3 | 4 |
| Course Program | Salı 15:30-16:15 Salı 16:30-17:15 Salı 17:30-18:15 Perşembe 11:00-11:45 Perşembe 12:00-12:45 Perşembe 12:45-13:30 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Yeter USLU |
| Name of Lecturer(s) | Assist.Prof. Tuba DÜZCÜ |
| Assistant(s) | Res. Ass. Yaşar GÖKALP |
| Aim | The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment. |
| Course Content | This course contains; 1. Course Introduction, Marketing Concept,2. Different Eras in the History of Marketing,3. External Marketing Environment,4. Micro and Macro Environment,5. Consumer Markets and Consumer Behavior,6. Consumer Buying Process,7. Business Markets,8. Business Buyer Behavior,9. New Product Planning,10. Market Segmentation and Positioning,11. Marketing Information Systems,12. Product and Price as Elements of Marketing Mix,13. Distribution and Distribution Channels,14. Promotion & Marketing Communication. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| At the end of this course, the student; | ||
| Evaluate consumer purchasing decisions. | 10, 13, 16, 9 | A, E |
| 1. Identify and explain the basic concepts in marketing. | 10, 13, 16, 9 | A, E, G |
| 2. Explain the marketing concept. | 10, 13, 16, 9 | A, E, G |
| 3. Classify the types of markets. | 10, 13, 16, 9 | A, E |
| 4. Compare micro and macro markets. | 10, 13, 16, 9 | A, E |
| 5. Develop managerial perspectives and analytical approach to solve different marketing problems. | 10, 13, 16, 9 | A, E |
| 7. Evaluate procurement decision process in organizational market. | 10, 13, 16, 9 | A, E |
| 8. Plan the market segmentation. | 10, 13, 16, 9 | A, E |
| 9. Explain components of marketing. | 10, 13, 16, 9 | A, E |
| 10. Use components of marketing. | 10, 13, 16, 9 | A, E |
| 11. Plans promotion activities. | 10, 13, 16, 9 | A, E |
| 12. Compare distribution channels. | 10, 13, 16, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | 1. Course Introduction, Marketing Concept | Reading relevant book section and lecture notes |
| 2 | 2. Different Eras in the History of Marketing | Reading relevant book section and lecture notes |
| 3 | 3. External Marketing Environment | Reading relevant book section and lecture notes |
| 4 | 4. Micro and Macro Environment | Reading relevant book section and lecture notes |
| 5 | 5. Consumer Markets and Consumer Behavior | Reading relevant book section and lecture notes |
| 6 | 6. Consumer Buying Process | Reading relevant book section and lecture notes |
| 7 | 7. Business Markets | Reading relevant book section and lecture notes |
| 8 | 8. Business Buyer Behavior | Reading relevant book section and lecture notes |
| 9 | 9. New Product Planning | Reading relevant book section and lecture notes |
| 10 | 10. Market Segmentation and Positioning | Reading relevant book section and lecture notes |
| 11 | 11. Marketing Information Systems | Reading relevant book section and lecture notes |
| 12 | 12. Product and Price as Elements of Marketing Mix | Reading relevant book section and lecture notes |
| 13 | 13. Distribution and Distribution Channels | Reading relevant book section and lecture notes |
| 14 | 14. Promotion & Marketing Communication | Reading relevant book section and lecture notes |
| Resources |
| Notes, web sites, power point presentations. |
| Mehmet Karafakioğlu, Pazarlama İlkeleri, Literatür Yayınları. ; Cemal Yükselen, Pazarlama: İlkeler, yönetim, örnek olaylar, Detay Yayıncılık |
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 | Salı 15:30-16:15 Salı 16:30-17:15 Salı 17:30-18:15 Perşembe 11:00-11:45 Perşembe 12:00-12:45 Perşembe 12:45-13:30 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Yeter USLU |
| Name of Lecturer(s) | Assist.Prof. Tuba DÜZCÜ |
| Assistant(s) | Res. Ass. Yaşar GÖKALP |
| Aim | The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment. |
| Course Content | This course contains; 1. Course Introduction, Marketing Concept,2. Different Eras in the History of Marketing,3. External Marketing Environment,4. Micro and Macro Environment,5. Consumer Markets and Consumer Behavior,6. Consumer Buying Process,7. Business Markets,8. Business Buyer Behavior,9. New Product Planning,10. Market Segmentation and Positioning,11. Marketing Information Systems,12. Product and Price as Elements of Marketing Mix,13. Distribution and Distribution Channels,14. Promotion & Marketing Communication. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| At the end of this course, the student; | ||
| Evaluate consumer purchasing decisions. | 10, 13, 16, 9 | A, E |
| 1. Identify and explain the basic concepts in marketing. | 10, 13, 16, 9 | A, E, G |
| 2. Explain the marketing concept. | 10, 13, 16, 9 | A, E, G |
| 3. Classify the types of markets. | 10, 13, 16, 9 | A, E |
| 4. Compare micro and macro markets. | 10, 13, 16, 9 | A, E |
| 5. Develop managerial perspectives and analytical approach to solve different marketing problems. | 10, 13, 16, 9 | A, E |
| 7. Evaluate procurement decision process in organizational market. | 10, 13, 16, 9 | A, E |
| 8. Plan the market segmentation. | 10, 13, 16, 9 | A, E |
| 9. Explain components of marketing. | 10, 13, 16, 9 | A, E |
| 10. Use components of marketing. | 10, 13, 16, 9 | A, E |
| 11. Plans promotion activities. | 10, 13, 16, 9 | A, E |
| 12. Compare distribution channels. | 10, 13, 16, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | 1. Course Introduction, Marketing Concept | Reading relevant book section and lecture notes |
| 2 | 2. Different Eras in the History of Marketing | Reading relevant book section and lecture notes |
| 3 | 3. External Marketing Environment | Reading relevant book section and lecture notes |
| 4 | 4. Micro and Macro Environment | Reading relevant book section and lecture notes |
| 5 | 5. Consumer Markets and Consumer Behavior | Reading relevant book section and lecture notes |
| 6 | 6. Consumer Buying Process | Reading relevant book section and lecture notes |
| 7 | 7. Business Markets | Reading relevant book section and lecture notes |
| 8 | 8. Business Buyer Behavior | Reading relevant book section and lecture notes |
| 9 | 9. New Product Planning | Reading relevant book section and lecture notes |
| 10 | 10. Market Segmentation and Positioning | Reading relevant book section and lecture notes |
| 11 | 11. Marketing Information Systems | Reading relevant book section and lecture notes |
| 12 | 12. Product and Price as Elements of Marketing Mix | Reading relevant book section and lecture notes |
| 13 | 13. Distribution and Distribution Channels | Reading relevant book section and lecture notes |
| 14 | 14. Promotion & Marketing Communication | Reading relevant book section and lecture notes |
| Resources |
| Notes, web sites, power point presentations. |
| Mehmet Karafakioğlu, Pazarlama İlkeleri, Literatür Yayınları. ; Cemal Yükselen, Pazarlama: İlkeler, yönetim, örnek olaylar, Detay Yayıncılık |
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 | |