Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | BNK2132630 | Fall Semester | 2+0 | 2 | 4 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Mahmut Selami AKIN |
| Name of Lecturer(s) | Assist.Prof. Mahmut Selami AKIN |
| Assistant(s) | |
| Aim | To provide competence about basic principles of modern marketing such as strategic marketing, marketing research, consumer behavior and markets, industrial markets, segmentation, targeting, positioning and marketing mix(price, product, promotion, place). |
| Course Content | This course contains; Concept of Marketing, The change in Marketing Approach,Market Segmentation and Market Environment,Consumer Behaviors ,Marketing Management,Strategic Marketing Planning,Competition and Growth Strategies,Positioning,Define the concept of marketing plan and strategic marketing, clarify the relevant elements and improve a strategic plan.,Price Decisions,Pricing Strategies,Marketing Channels and Distribution Channels,Marketing Communication Strategies,Current Marketing Issues,Project Presentations. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Will be able to define the concepts of basic marketing and give examples. | 10, 4, 9 | C |
| 1.1. Gives examples about marketing concepts | 10, 9 | C |
| 1.2. Learns production, product, sales and marketing approaches. | 13, 16, 6, 9 | C |
| 2. Will be able to analyze the concept of market network in frame of the elements of market network. | 10, 9 | C |
| 2.1. Defines the concept of marketing knowledge system. | 9 | C |
| 2.2. Specifies the types of information needed for marketing management. | 10, 13, 16, 4, 9 | C |
| 2.3. Determines the market network benefits for marketing management. | 10, 16, 9 | C |
| 3. Will be able to learn the concept of segmentation, segmentation strategies and targeting. | 9 | C |
| 3.1. Implements targeting by learning segmentation process and criteria. | 10, 13, 16, 9 | C |
| 3.2. Learns the implementation of targeting strategies in different companies. | 13, 16, 4, 9 | C |
| 4. Will be able interpret the reasons of consumer behaviors by understanding the reasons. | 4, 9 | C |
| 4.1. Learns the consumer buying behavior process. | 10, 13, 16, 6, 9 | C |
| 4.2. Learns the psychological, social and situational factors of consumer buying behaviors. | 10, 13, 16, 6, 9 | C |
| 5. Will be able to understand the elements of marketing and marketing process. | 4, 9 | C |
| 5.1. Defines the concept of marketing plan and strategic marketing, clarify the relevant elements and improves a strategic plan. | 9 | C |
| 5.2. Defines the product concept of marketing mix elements. | 10, 13, 14, 5, 9 | C |
| 5.3. Defines the price concept of marketing mix elements. | 10, 13, 14, 5, 6, 9 | C |
| 5.4. Defines the place concept of marketing mix elements. | 10, 14, 4, 9 | C |
| 5.5. Defines the promotion concept of marketing mix elements. | 10, 13, 14, 4, 5, 6, 9 | C |
| 6. Will be build marketing programs by analyzing marketing activities of a company. | 9 | C |
| 6.1. Creates new marketing strategies by following up-to-date developments in the market. | 10, 16, 9 | C |
| 6.2. Builds marketing programs in a rational way by evaluating the current events and progress in business world. | 10, 13, 9 | C |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | C: Multiple-Choice Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Concept of Marketing, The change in Marketing Approach | |
| 2 | Market Segmentation and Market Environment | |
| 3 | Consumer Behaviors | |
| 4 | Marketing Management | |
| 5 | Strategic Marketing Planning | |
| 6 | Competition and Growth Strategies | |
| 7 | Positioning | |
| 8 | Define the concept of marketing plan and strategic marketing, clarify the relevant elements and improve a strategic plan. | |
| 9 | Price Decisions | |
| 10 | Pricing Strategies | |
| 11 | Marketing Channels and Distribution Channels | |
| 12 | Marketing Communication Strategies | |
| 13 | Current Marketing Issues | |
| 14 | Project Presentations |
| Resources |
| Pazarlama İlkeleri, Duygu Fırat. Nobel Yayıncılık |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Explains the concepts of banking and insurance, the relevant legislation, and recognizes the organizations that guide the sector. | ||||||
| 2 | Performs basic-level activities in banking and insurance, communicates effectively, and utilizes digital tools. | X | |||||
| 3 | Possesses fundamental, up-to-date, and practical knowledge related to their profession. | ||||||
| 4 | Gains knowledge about occupational health and safety, environmental awareness and quality processes. | ||||||
| 5 | Explains and issues policies for property, service, and life insurance. | ||||||
| 6 | Students convey knowledge concerning financial markets and institutions. | ||||||
| 7 | Students identify and define transaction types in the banking and insurance sector. | ||||||
| 8 | Effectively utilizes information technologies (software, programs, animation, etc.) related to their profession. | ||||||
| 9 | Students explain risk types to occur in the sector and hedging techniques. | ||||||
| 10 | Follows current developments and practices in banking and insurance and uses them effectively. | ||||||
| 11 | Students apply the acquired knowledge regarding the field of banking and insurance to their studies. | ||||||
| 12 | Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions. | ||||||
| 13 | Has awareness of career management and lifelong learning. | X | |||||
| 14 | Effectively presents their thoughts at the level of knowledge and skills through written and verbal communication and expresses them clearly. | X | |||||
| 15 | Uses a foreign language to follow information in their field and communicate with colleagues. | ||||||
| 16 | Interprets fundamental data related to banking and insurance, identifies risks, defines problems, and proposes solutions. | ||||||
| 17 | Possesses social, scientific, cultural, and ethical values in the collection, implementation, and dissemination of data related to their field. | X | |||||
| 18 | Takes responsibility as a team member to solve complex and unforeseen problems encountered in practices related to their 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 | 2 | 28 | |||
| Guided Problem Solving | 3 | 12 | 36 | |||
| Resolution of Homework Problems and Submission as a Report | 4 | 1 | 4 | |||
| Term Project | 1 | 18 | 18 | |||
| Presentation of Project / Seminar | 1 | 3 | 3 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 9 | 9 | |||
| General Exam | 1 | 13 | 13 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 111 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(111/30) | 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 | BNK2132630 | Fall Semester | 2+0 | 2 | 4 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Mahmut Selami AKIN |
| Name of Lecturer(s) | Assist.Prof. Mahmut Selami AKIN |
| Assistant(s) | |
| Aim | To provide competence about basic principles of modern marketing such as strategic marketing, marketing research, consumer behavior and markets, industrial markets, segmentation, targeting, positioning and marketing mix(price, product, promotion, place). |
| Course Content | This course contains; Concept of Marketing, The change in Marketing Approach,Market Segmentation and Market Environment,Consumer Behaviors ,Marketing Management,Strategic Marketing Planning,Competition and Growth Strategies,Positioning,Define the concept of marketing plan and strategic marketing, clarify the relevant elements and improve a strategic plan.,Price Decisions,Pricing Strategies,Marketing Channels and Distribution Channels,Marketing Communication Strategies,Current Marketing Issues,Project Presentations. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Will be able to define the concepts of basic marketing and give examples. | 10, 4, 9 | C |
| 1.1. Gives examples about marketing concepts | 10, 9 | C |
| 1.2. Learns production, product, sales and marketing approaches. | 13, 16, 6, 9 | C |
| 2. Will be able to analyze the concept of market network in frame of the elements of market network. | 10, 9 | C |
| 2.1. Defines the concept of marketing knowledge system. | 9 | C |
| 2.2. Specifies the types of information needed for marketing management. | 10, 13, 16, 4, 9 | C |
| 2.3. Determines the market network benefits for marketing management. | 10, 16, 9 | C |
| 3. Will be able to learn the concept of segmentation, segmentation strategies and targeting. | 9 | C |
| 3.1. Implements targeting by learning segmentation process and criteria. | 10, 13, 16, 9 | C |
| 3.2. Learns the implementation of targeting strategies in different companies. | 13, 16, 4, 9 | C |
| 4. Will be able interpret the reasons of consumer behaviors by understanding the reasons. | 4, 9 | C |
| 4.1. Learns the consumer buying behavior process. | 10, 13, 16, 6, 9 | C |
| 4.2. Learns the psychological, social and situational factors of consumer buying behaviors. | 10, 13, 16, 6, 9 | C |
| 5. Will be able to understand the elements of marketing and marketing process. | 4, 9 | C |
| 5.1. Defines the concept of marketing plan and strategic marketing, clarify the relevant elements and improves a strategic plan. | 9 | C |
| 5.2. Defines the product concept of marketing mix elements. | 10, 13, 14, 5, 9 | C |
| 5.3. Defines the price concept of marketing mix elements. | 10, 13, 14, 5, 6, 9 | C |
| 5.4. Defines the place concept of marketing mix elements. | 10, 14, 4, 9 | C |
| 5.5. Defines the promotion concept of marketing mix elements. | 10, 13, 14, 4, 5, 6, 9 | C |
| 6. Will be build marketing programs by analyzing marketing activities of a company. | 9 | C |
| 6.1. Creates new marketing strategies by following up-to-date developments in the market. | 10, 16, 9 | C |
| 6.2. Builds marketing programs in a rational way by evaluating the current events and progress in business world. | 10, 13, 9 | C |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | C: Multiple-Choice Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Concept of Marketing, The change in Marketing Approach | |
| 2 | Market Segmentation and Market Environment | |
| 3 | Consumer Behaviors | |
| 4 | Marketing Management | |
| 5 | Strategic Marketing Planning | |
| 6 | Competition and Growth Strategies | |
| 7 | Positioning | |
| 8 | Define the concept of marketing plan and strategic marketing, clarify the relevant elements and improve a strategic plan. | |
| 9 | Price Decisions | |
| 10 | Pricing Strategies | |
| 11 | Marketing Channels and Distribution Channels | |
| 12 | Marketing Communication Strategies | |
| 13 | Current Marketing Issues | |
| 14 | Project Presentations |
| Resources |
| Pazarlama İlkeleri, Duygu Fırat. Nobel Yayıncılık |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Explains the concepts of banking and insurance, the relevant legislation, and recognizes the organizations that guide the sector. | ||||||
| 2 | Performs basic-level activities in banking and insurance, communicates effectively, and utilizes digital tools. | X | |||||
| 3 | Possesses fundamental, up-to-date, and practical knowledge related to their profession. | ||||||
| 4 | Gains knowledge about occupational health and safety, environmental awareness and quality processes. | ||||||
| 5 | Explains and issues policies for property, service, and life insurance. | ||||||
| 6 | Students convey knowledge concerning financial markets and institutions. | ||||||
| 7 | Students identify and define transaction types in the banking and insurance sector. | ||||||
| 8 | Effectively utilizes information technologies (software, programs, animation, etc.) related to their profession. | ||||||
| 9 | Students explain risk types to occur in the sector and hedging techniques. | ||||||
| 10 | Follows current developments and practices in banking and insurance and uses them effectively. | ||||||
| 11 | Students apply the acquired knowledge regarding the field of banking and insurance to their studies. | ||||||
| 12 | Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions. | ||||||
| 13 | Has awareness of career management and lifelong learning. | X | |||||
| 14 | Effectively presents their thoughts at the level of knowledge and skills through written and verbal communication and expresses them clearly. | X | |||||
| 15 | Uses a foreign language to follow information in their field and communicate with colleagues. | ||||||
| 16 | Interprets fundamental data related to banking and insurance, identifies risks, defines problems, and proposes solutions. | ||||||
| 17 | Possesses social, scientific, cultural, and ethical values in the collection, implementation, and dissemination of data related to their field. | X | |||||
| 18 | Takes responsibility as a team member to solve complex and unforeseen problems encountered in practices related to their field. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |