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.
Course Learning Outcomes
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 issues in the field of information and management.
X
2
Describes the necessary mathematical and statistical methods in the field of information and management.
X
3
Uses at least one computer program in the field of information and management.
4
Sustains proficiency in a foreign language requiredor information and management studies.
5
Prepares informatics/software projects and work in a team.
6
Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management
X
7
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9
Adopts organizational / institutional and social ethical values.
10
Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Writes software in different platforms such as desktop, mobile, web on its own and / or in a team.
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
YBS3159810
Fall 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
Elective
Course Coordinator
Assoc.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Burcu İNCİ
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.
Course Learning Outcomes
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 issues in the field of information and management.
X
2
Describes the necessary mathematical and statistical methods in the field of information and management.
X
3
Uses at least one computer program in the field of information and management.
4
Sustains proficiency in a foreign language requiredor information and management studies.
5
Prepares informatics/software projects and work in a team.
6
Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management
X
7
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9
Adopts organizational / institutional and social ethical values.
10
Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Writes software in different platforms such as desktop, mobile, web on its own and / or in a team.
