Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | İK1232630 | Spring Semester | 2+0 | 2 | 4 |
| Course Program | Perşembe 09:00-09:45 Perşembe 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. 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 | To have basic theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field. | ||||||
| 2 | Gain the skills to use basic level theoretical and practical knowledge acquired within the field in the same field of a higher education level or in a field of same level | X | |||||
| 3 | Interpret and evaluate data, define problems, do analysis, produce solutions based on proof with using basic level knowledge and practices gained within the field | X | |||||
| 4 | Conduct studies at basic level within the field independently | X | |||||
| 5 | Take responsibility as a team member in order to solve unexpected complex problems faced in the implementations within the field | X | |||||
| 6 | Conduct activities towards the development of subordinates within a project | X | |||||
| 7 | Evaluate the acquired knowledge and skills at basic level within the field with a critical approach, determine and respond to learning needs | ||||||
| 8 | Direct the education received to a higher education level in the same field or to an occupation in the same level | ||||||
| 9 | Gain awareness of lifelong learning | X | |||||
| 10 | Transfer the ideas based on the basic knowledge and skills acquired within the field through written and oral communication | X | |||||
| 11 | Share the ideas and solution proposals to problems about issues within the field with professionals and non-professionals | X | |||||
| 12 | Use informatics and communication technologies with at least a minimum level of European Computer Driving License Basic Level software knowledge | ||||||
| 13 | Possess social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field | X | |||||
| 14 | Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security | ||||||
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 | İK1232630 | Spring Semester | 2+0 | 2 | 4 |
| Course Program | Perşembe 09:00-09:45 Perşembe 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. 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 | To have basic theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field. | ||||||
| 2 | Gain the skills to use basic level theoretical and practical knowledge acquired within the field in the same field of a higher education level or in a field of same level | X | |||||
| 3 | Interpret and evaluate data, define problems, do analysis, produce solutions based on proof with using basic level knowledge and practices gained within the field | X | |||||
| 4 | Conduct studies at basic level within the field independently | X | |||||
| 5 | Take responsibility as a team member in order to solve unexpected complex problems faced in the implementations within the field | X | |||||
| 6 | Conduct activities towards the development of subordinates within a project | X | |||||
| 7 | Evaluate the acquired knowledge and skills at basic level within the field with a critical approach, determine and respond to learning needs | ||||||
| 8 | Direct the education received to a higher education level in the same field or to an occupation in the same level | ||||||
| 9 | Gain awareness of lifelong learning | X | |||||
| 10 | Transfer the ideas based on the basic knowledge and skills acquired within the field through written and oral communication | X | |||||
| 11 | Share the ideas and solution proposals to problems about issues within the field with professionals and non-professionals | X | |||||
| 12 | Use informatics and communication technologies with at least a minimum level of European Computer Driving License Basic Level software knowledge | ||||||
| 13 | Possess social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field | X | |||||
| 14 | Possess sufficient consciousness about the issues of universality of social rights, social justice, quality, cultural values and also, environmental protection, worker's health and security | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |