Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | - | Spring 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 | Required |
| Course Coordinator | Assist.Prof. Fatma Betül ORTAKÖY |
| 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. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to define the concepts of basic marketing and give examples. | 10, 13, 14, 16, 2, 4, 5, 9 | A, E |
| 1.1. Gives examples about marketing concepts | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 1.2. Learns production, product, sales and marketing approaches. | 13, 16, 6, 9 | |
| 2. Will be able to analyze the concept of market network in frame of the elements of market network. | 13, 9 | A, D, E, F |
| 2.1. Defines the concept of marketing knowledge system. | 13, 4, 9 | |
| 2.2. Specifies the types of information needed for marketing management. | 10, 13, 16, 4, 9 | |
| 2.3. Determines the market network benefits for marketing management. | 10, 16, 9 | |
| 3. Will be able to learn the concept of segmentation, segmentation strategies and targeting. | 13, 9 | A, E, F |
| 3.1. Implements targeting by learning segmentation process and criteria. | 10, 13, 16, 9 | |
| 3.2. Learns the implementation of targeting strategies in different companies. | 13, 16, 4, 9 | |
| 4. Will be able interpret the reasons of consumer behaviors by understanding the reasons. | 4, 9 | A, E, F |
| 4.1. Learns the consumer buying behavior process. | 10, 13, 16, 6, 9 | |
| 4.2. Learns the psychological, social and situational factors of consumer buying behaviors. | 10, 13, 16, 6, 9 | |
| 5. Will be able to understand the elements of marketing and marketing process. | 4, 9 | A, E, F |
| 5.1. Defines the concept of marketing plan and strategic marketing, clarify the relevant elements and improves a strategic plan. | 13, 9 | A, E, F |
| 5.2. Defines the product concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 5.3. Defines the price concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 5.4. Defines the place concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 5.5. Defines the promotion concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 6. Will be build marketing programs by analyzing marketing activities of a company. | 13, 9 | A, E, F |
| 6.1. Creates new marketing strategies by following up-to-date developments in the market. | 10, 16, 9 | |
| 6.2. Builds marketing programs in a rational way by evaluating the current events and progress in business world. | 10, 13, 9 |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task |
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 |
| Presentation Documents |
| Marketing Principles and Management, Remzi Altunışık, Şuayip Özdemir, Ömer Torlak. Beta PublishingMARKETING(Concepts, Principles and Decisions), Zeliha ESER, Sezer KORKMAZ, Sevgi Ayşe ÖZTÜRK.Siyasal Kitabevi |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Have knowledge to follow the scientific information about the business management literature, the ability of assessment and apply about the whole current business functions . | X | |||||
| 2 | Have the theoretical ability to establish a relationship among business management literature and other related disciplines. | X | |||||
| 3 | Students recognize and comment the mathematical calculations, the accounting records and financial analysis concerning their business activities. | X | |||||
| 4 | Have the knowledge and equipment to follow the relevant legislation and fulfill the legal responsibility of the company. | X | |||||
| 5 | Have knowledge about economic literature in order to manage resources of the company effectively. | X | |||||
| 6 | Have the ability to develop innovative recommendations about solutions regarding the problems faced by the management, production and marketing. | X | |||||
| 7 | Students able to identify, analyze and propose solutions to the problems about the issues related to the field at a basic level studies. | X | |||||
| 8 | Have a perspective to evaluate with a critical approach the basic level of knowledge and skills about the functions carried out by a company, compare the situations faced in business and literature, include the experiences on their learning process. | X | |||||
| 9 | Students follow and evaluate national and international developments regarding the business operations. | X | |||||
| 10 | Students able to communicate by expressing ideas and knowledge stating clearly and concisely both orally and in writing. | X | |||||
| 11 | Students effectively use the Turkish language in written and oral communication. | X | |||||
| 12 | Students have professional foreign language to do international correspondence in the field. | X | |||||
| 13 | Have ability to use communication technologies effectively that can helpful in business life. | X | |||||
| 14 | Aware to adopt a quality-oriented approach in the operating activities and use in application as well. | X | |||||
| 15 | Comply with the laws and rules of professional ethics about their personal responsibilities. | X | |||||
| 16 | Students aware that business activities should respect on public health, environmental protection and job security issues also in their professional decisions take into consideration these issues. | 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 | 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 | - | Spring 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 | Required |
| Course Coordinator | Assist.Prof. Fatma Betül ORTAKÖY |
| 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. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to define the concepts of basic marketing and give examples. | 10, 13, 14, 16, 2, 4, 5, 9 | A, E |
| 1.1. Gives examples about marketing concepts | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 1.2. Learns production, product, sales and marketing approaches. | 13, 16, 6, 9 | |
| 2. Will be able to analyze the concept of market network in frame of the elements of market network. | 13, 9 | A, D, E, F |
| 2.1. Defines the concept of marketing knowledge system. | 13, 4, 9 | |
| 2.2. Specifies the types of information needed for marketing management. | 10, 13, 16, 4, 9 | |
| 2.3. Determines the market network benefits for marketing management. | 10, 16, 9 | |
| 3. Will be able to learn the concept of segmentation, segmentation strategies and targeting. | 13, 9 | A, E, F |
| 3.1. Implements targeting by learning segmentation process and criteria. | 10, 13, 16, 9 | |
| 3.2. Learns the implementation of targeting strategies in different companies. | 13, 16, 4, 9 | |
| 4. Will be able interpret the reasons of consumer behaviors by understanding the reasons. | 4, 9 | A, E, F |
| 4.1. Learns the consumer buying behavior process. | 10, 13, 16, 6, 9 | |
| 4.2. Learns the psychological, social and situational factors of consumer buying behaviors. | 10, 13, 16, 6, 9 | |
| 5. Will be able to understand the elements of marketing and marketing process. | 4, 9 | A, E, F |
| 5.1. Defines the concept of marketing plan and strategic marketing, clarify the relevant elements and improves a strategic plan. | 13, 9 | A, E, F |
| 5.2. Defines the product concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 5.3. Defines the price concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 5.4. Defines the place concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 5.5. Defines the promotion concept of marketing mix elements. | 10, 13, 14, 16, 4, 5, 6, 9 | |
| 6. Will be build marketing programs by analyzing marketing activities of a company. | 13, 9 | A, E, F |
| 6.1. Creates new marketing strategies by following up-to-date developments in the market. | 10, 16, 9 | |
| 6.2. Builds marketing programs in a rational way by evaluating the current events and progress in business world. | 10, 13, 9 |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task |
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 |
| Presentation Documents |
| Marketing Principles and Management, Remzi Altunışık, Şuayip Özdemir, Ömer Torlak. Beta PublishingMARKETING(Concepts, Principles and Decisions), Zeliha ESER, Sezer KORKMAZ, Sevgi Ayşe ÖZTÜRK.Siyasal Kitabevi |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Have knowledge to follow the scientific information about the business management literature, the ability of assessment and apply about the whole current business functions . | X | |||||
| 2 | Have the theoretical ability to establish a relationship among business management literature and other related disciplines. | X | |||||
| 3 | Students recognize and comment the mathematical calculations, the accounting records and financial analysis concerning their business activities. | X | |||||
| 4 | Have the knowledge and equipment to follow the relevant legislation and fulfill the legal responsibility of the company. | X | |||||
| 5 | Have knowledge about economic literature in order to manage resources of the company effectively. | X | |||||
| 6 | Have the ability to develop innovative recommendations about solutions regarding the problems faced by the management, production and marketing. | X | |||||
| 7 | Students able to identify, analyze and propose solutions to the problems about the issues related to the field at a basic level studies. | X | |||||
| 8 | Have a perspective to evaluate with a critical approach the basic level of knowledge and skills about the functions carried out by a company, compare the situations faced in business and literature, include the experiences on their learning process. | X | |||||
| 9 | Students follow and evaluate national and international developments regarding the business operations. | X | |||||
| 10 | Students able to communicate by expressing ideas and knowledge stating clearly and concisely both orally and in writing. | X | |||||
| 11 | Students effectively use the Turkish language in written and oral communication. | X | |||||
| 12 | Students have professional foreign language to do international correspondence in the field. | X | |||||
| 13 | Have ability to use communication technologies effectively that can helpful in business life. | X | |||||
| 14 | Aware to adopt a quality-oriented approach in the operating activities and use in application as well. | X | |||||
| 15 | Comply with the laws and rules of professional ethics about their personal responsibilities. | X | |||||
| 16 | Students aware that business activities should respect on public health, environmental protection and job security issues also in their professional decisions take into consideration these issues. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |