Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | DŞT2132630 | Fall Semester | 2+0 | 2 | 4 |
| Course Program | Cuma 09:00-09:45 Cuma 10:00-10:45 |
| 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. Fatma Betül ORTAKÖY |
| 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 | Describe the basic concepts and applications of the Foreign Trade. | X | |||||
| 2 | Have a basic knowledge of export and customs regulations. | X | |||||
| 3 | Have information about the basic method used in accounting and its applications in the business world. | ||||||
| 4 | Recognize the marketing functions and its practices in business world, do market research and use marketing communication that they require. | X | |||||
| 5 | Have knowledge about international marketing strategies, international trade formations and international trade policies. | X | |||||
| 6 | Have knowledge of the logistics management associated with Foreign Trade. | ||||||
| 7 | Have knowledge of Foreign Trade finance. | X | |||||
| 8 | Have the basic knowledge of business administration and have the vision of international business system. | X | |||||
| 9 | Have the basic information about the law profession. | ||||||
| 10 | Apply the study area knowledge on the Foreign Trade in individual procedures. | X | |||||
| 11 | In the framework of lifelong learning attitude, be conscious of the need to adapt to changes in the industry. | X | |||||
| 12 | Use the knowledge and skills about the study field to inform related individuals, organizations and stakeholders. | X | |||||
| 13 | Carry out social responsibility projects related to study areas. | ||||||
| 14 | Implement code of ethics in customer relations and in communication with colleagues. | X | |||||
| 15 | Use the acquired knowledge about Foreign Trade effectively. | 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 | DŞT2132630 | Fall Semester | 2+0 | 2 | 4 |
| Course Program | Cuma 09:00-09:45 Cuma 10:00-10:45 |
| 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. Fatma Betül ORTAKÖY |
| 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 | Describe the basic concepts and applications of the Foreign Trade. | X | |||||
| 2 | Have a basic knowledge of export and customs regulations. | X | |||||
| 3 | Have information about the basic method used in accounting and its applications in the business world. | ||||||
| 4 | Recognize the marketing functions and its practices in business world, do market research and use marketing communication that they require. | X | |||||
| 5 | Have knowledge about international marketing strategies, international trade formations and international trade policies. | X | |||||
| 6 | Have knowledge of the logistics management associated with Foreign Trade. | ||||||
| 7 | Have knowledge of Foreign Trade finance. | X | |||||
| 8 | Have the basic knowledge of business administration and have the vision of international business system. | X | |||||
| 9 | Have the basic information about the law profession. | ||||||
| 10 | Apply the study area knowledge on the Foreign Trade in individual procedures. | X | |||||
| 11 | In the framework of lifelong learning attitude, be conscious of the need to adapt to changes in the industry. | X | |||||
| 12 | Use the knowledge and skills about the study field to inform related individuals, organizations and stakeholders. | X | |||||
| 13 | Carry out social responsibility projects related to study areas. | ||||||
| 14 | Implement code of ethics in customer relations and in communication with colleagues. | X | |||||
| 15 | Use the acquired knowledge about Foreign Trade effectively. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |