This course aims to teach students the definition of marketing, its content, and current marketing approaches along with the elements of the marketing mix. It also intends to provide information about consumer behavior, the importance of target markets, positioning, and marketing strategies.
Course Content
This course contains; Introduction to the course,Introduction to Marketing Concept,Marketing Information and Research Systems,Uncontrollable External Environment Factors (Micro and Macro Environment),The Structure of Consumer Markets and Consumer Behavior,The Structure and Behavior of Organizational Markets,Strategic Planning and Marketing Planning,Segmentation and Targeting,Positioning,Product,Service,Price,Place,Promotion.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
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
2.1. Evaluate consumer buying behavior.
10, 13, 16, 9
A, C, G
2.2. Evaluate organizational buying behavior.
10, 13, 16, 9
A, C, G
2.3. Plan Market Segmentation.
10, 13, 16, 9
A, C, G
1. Wiil be able to identify and explain the important concepts in marketing.
10, 13, 16, 9
A, C, G
2. Will be able to develop managerial perspectives and analytical approach to solve different marketing problems.
10, 13, 16, 9
A, C, G
3. Will be able to explain the marketing environment factors.
10, 13, 16, 9
A, C, G
3.1. Explain the actors of the micro marketing environment.
10, 13, 16, 9
A, C, G
3.2. Explain the actors of the macro marketing environment.
10, 13, 16, 9
A, C, G
3.3. Define types of reactions to environmental factors.
10, 13, 16, 9
A, C, G
4. Will be able to explain marketing mix elements.
10, 13, 16, 9
A, C, G
4.1. Explain product element.
10, 13, 16, 9
A, C, G
4.2. Explain price element.
10, 13, 16, 9
A, C, G
4.3. Explain place element.
10, 13, 16, 9
A, C, G
4.4. Explain promotion element.
10, 13, 16, 9
A, C, G
5. Will be able to 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. Explain customer insight concept.
10, 13, 16, 9
A, C, G
5.3. Explain marketing information system and types of data collection for 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
Introduction to the course
2
Introduction to Marketing Concept
3
Marketing Information and Research Systems
4
Uncontrollable External Environment Factors (Micro and Macro Environment)
5
The Structure of Consumer Markets and Consumer Behavior
6
The Structure and Behavior of Organizational Markets
7
Strategic Planning and Marketing Planning
8
Segmentation and Targeting
9
Positioning
10
Product
11
Service
12
Price
13
Place
14
Promotion
Resources
• Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım - Ömer Baybars Tek ve Engin Özgül - Birleşik Matbaacılık
• Pazarlama İlkeleri - Philip Kotler - Beta Yayınevi
• Pazarlama 4.0 ( Marketing 4.0) - Philip Kotler - Optimist Yayın Dağıtım
• Postmodern Pazarlama - Yavuz Odabaşı – MediaCat Kitapları
• Academic marketing journals (accessible through Google Scholar and university databases)
• Marketing Türkiye, MediaCat, Brand Age, and other industry-specific magazines.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Defines the theoretical knowledge in the field of aviation management.
X
2
Explains the necessary of mathematical and statistical methods in the field of aviation management.
3
Uses at least one computer program required in the field of aviation management.
4
Demonstrates proficiency in foreign language proficiency required in the field of aviation management.
5
Prepares projects about his field and manages team works.
6
It critically evaluates the knowledge and skills that it constantly renews and acquires by following the developments in the field of Aviation management with the awareness of lifelong learning in the professional field,
X
7
Uses theoretical and practical information in the field of aviation management.
X
8
Follows up to date technologies and communicates verbally/writing using a foreign language at least A2 level.
9
Adopts and uses organizational / corporate, business and social ethical values.
10
It adopts social responsibility principles and takes initiative when necessary, within the framework of public service sensitivity.
11
In order to carry out interdisciplinary studies, analyze basic information and data in different disciplines and use them in the field.
X
12
It offers appropriate suggestions in both micro and macro frameworks in the face of problems in the aviation management sectors.
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
7
2
14
Term Project
0
0
0
Presentation of Project / Seminar
7
2
14
Quiz
1
10
10
Midterm Exam
1
15
15
General Exam
1
35
35
Performance Task, Maintenance Plan
1
20
20
Total Workload(Hour)
150
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30)
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
PRINCIPLES of MARKETING
HVY2159810
Fall Semester
3+0
3
5
Course Program
Salı 11:00-11:45
Salı 12:00-12:45
Salı 12:45-13:30
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Required
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Gül ÇIKMAZ
Assistant(s)
Aim
This course aims to teach students the definition of marketing, its content, and current marketing approaches along with the elements of the marketing mix. It also intends to provide information about consumer behavior, the importance of target markets, positioning, and marketing strategies.
Course Content
This course contains; Introduction to the course,Introduction to Marketing Concept,Marketing Information and Research Systems,Uncontrollable External Environment Factors (Micro and Macro Environment),The Structure of Consumer Markets and Consumer Behavior,The Structure and Behavior of Organizational Markets,Strategic Planning and Marketing Planning,Segmentation and Targeting,Positioning,Product,Service,Price,Place,Promotion.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
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
2.1. Evaluate consumer buying behavior.
10, 13, 16, 9
A, C, G
2.2. Evaluate organizational buying behavior.
10, 13, 16, 9
A, C, G
2.3. Plan Market Segmentation.
10, 13, 16, 9
A, C, G
1. Wiil be able to identify and explain the important concepts in marketing.
10, 13, 16, 9
A, C, G
2. Will be able to develop managerial perspectives and analytical approach to solve different marketing problems.
10, 13, 16, 9
A, C, G
3. Will be able to explain the marketing environment factors.
10, 13, 16, 9
A, C, G
3.1. Explain the actors of the micro marketing environment.
10, 13, 16, 9
A, C, G
3.2. Explain the actors of the macro marketing environment.
10, 13, 16, 9
A, C, G
3.3. Define types of reactions to environmental factors.
10, 13, 16, 9
A, C, G
4. Will be able to explain marketing mix elements.
10, 13, 16, 9
A, C, G
4.1. Explain product element.
10, 13, 16, 9
A, C, G
4.2. Explain price element.
10, 13, 16, 9
A, C, G
4.3. Explain place element.
10, 13, 16, 9
A, C, G
4.4. Explain promotion element.
10, 13, 16, 9
A, C, G
5. Will be able to 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. Explain customer insight concept.
10, 13, 16, 9
A, C, G
5.3. Explain marketing information system and types of data collection for 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
Introduction to the course
2
Introduction to Marketing Concept
3
Marketing Information and Research Systems
4
Uncontrollable External Environment Factors (Micro and Macro Environment)
5
The Structure of Consumer Markets and Consumer Behavior
6
The Structure and Behavior of Organizational Markets
7
Strategic Planning and Marketing Planning
8
Segmentation and Targeting
9
Positioning
10
Product
11
Service
12
Price
13
Place
14
Promotion
Resources
• Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım - Ömer Baybars Tek ve Engin Özgül - Birleşik Matbaacılık
• Pazarlama İlkeleri - Philip Kotler - Beta Yayınevi
• Pazarlama 4.0 ( Marketing 4.0) - Philip Kotler - Optimist Yayın Dağıtım
• Postmodern Pazarlama - Yavuz Odabaşı – MediaCat Kitapları
• Academic marketing journals (accessible through Google Scholar and university databases)
• Marketing Türkiye, MediaCat, Brand Age, and other industry-specific magazines.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Defines the theoretical knowledge in the field of aviation management.
X
2
Explains the necessary of mathematical and statistical methods in the field of aviation management.
3
Uses at least one computer program required in the field of aviation management.
4
Demonstrates proficiency in foreign language proficiency required in the field of aviation management.
5
Prepares projects about his field and manages team works.
6
It critically evaluates the knowledge and skills that it constantly renews and acquires by following the developments in the field of Aviation management with the awareness of lifelong learning in the professional field,
X
7
Uses theoretical and practical information in the field of aviation management.
X
8
Follows up to date technologies and communicates verbally/writing using a foreign language at least A2 level.
9
Adopts and uses organizational / corporate, business and social ethical values.
10
It adopts social responsibility principles and takes initiative when necessary, within the framework of public service sensitivity.
11
In order to carry out interdisciplinary studies, analyze basic information and data in different disciplines and use them in the field.
X
12
It offers appropriate suggestions in both micro and macro frameworks in the face of problems in the aviation management sectors.
