Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | - | 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 | 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 | Understands the basic knowledge, concepts and current theories in the field of international logistics and supply chain management (analysis of logistics systems, purchasing, production, inventory management, warehouse and transportation management, sales and distribution, strategic partnerships, risk management, customer service, etc.). | ||||||
| 2 | Understands the major players, conditions and dynamics in the international logistics and local logistics environment. | X | |||||
| 3 | Have basic theoretical and applied knowledge in fields such as General Business, General Economics, Law, Mathematics, Accounting, Statistics and Foreign Trade. | ||||||
| 4 | Knows Modern Logistics activities and basic legislation on these issues. | ||||||
| 5 | Develops effective logistics and supply chain strategies using appropriate theory, tools and methods. | ||||||
| 6 | Evaluates the legal framework shaping international logistics activities and the compliance of its activities with national and international legislation and laws. | ||||||
| 7 | Critically evaluates logistics and supply chain management and practices. | ||||||
| 8 | Interprets the classical and current theories used in the field of logistics and supply chain, taking into account the developments, changes and trends in the sector. | X | |||||
| 9 | Takes part in relevant communication networks to keep his/her personal and professional competence up to date. | ||||||
| 10 | Develops solutions to problems that may be encountered by using basic and current technical knowledge about logistics. | ||||||
| 11 | Determine personal learning needs and develop a positive attitude towards lifelong learning. | X | |||||
| 12 | Learns to learn by developing the skills of accessing logistics-related information, selecting, understanding, interpreting and using what is useful. | X | |||||
| 13 | Communicates effectively verbally and in writing with people from inside and outside the organization from different cultures. | X | |||||
| 14 | Communicates verbally and in writing with colleagues on logistics issues in Turkish and English at the required level. | ||||||
| 15 | Analyzes businesses from a managerial perspective. | X | |||||
| 16 | Develops a versatile perspective on problems by synthesizing different ideas thanks to the applied training she/he received in the field of logistics. | ||||||
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 | - | 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 | 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 | Understands the basic knowledge, concepts and current theories in the field of international logistics and supply chain management (analysis of logistics systems, purchasing, production, inventory management, warehouse and transportation management, sales and distribution, strategic partnerships, risk management, customer service, etc.). | ||||||
| 2 | Understands the major players, conditions and dynamics in the international logistics and local logistics environment. | X | |||||
| 3 | Have basic theoretical and applied knowledge in fields such as General Business, General Economics, Law, Mathematics, Accounting, Statistics and Foreign Trade. | ||||||
| 4 | Knows Modern Logistics activities and basic legislation on these issues. | ||||||
| 5 | Develops effective logistics and supply chain strategies using appropriate theory, tools and methods. | ||||||
| 6 | Evaluates the legal framework shaping international logistics activities and the compliance of its activities with national and international legislation and laws. | ||||||
| 7 | Critically evaluates logistics and supply chain management and practices. | ||||||
| 8 | Interprets the classical and current theories used in the field of logistics and supply chain, taking into account the developments, changes and trends in the sector. | X | |||||
| 9 | Takes part in relevant communication networks to keep his/her personal and professional competence up to date. | ||||||
| 10 | Develops solutions to problems that may be encountered by using basic and current technical knowledge about logistics. | ||||||
| 11 | Determine personal learning needs and develop a positive attitude towards lifelong learning. | X | |||||
| 12 | Learns to learn by developing the skills of accessing logistics-related information, selecting, understanding, interpreting and using what is useful. | X | |||||
| 13 | Communicates effectively verbally and in writing with people from inside and outside the organization from different cultures. | X | |||||
| 14 | Communicates verbally and in writing with colleagues on logistics issues in Turkish and English at the required level. | ||||||
| 15 | Analyzes businesses from a managerial perspective. | X | |||||
| 16 | Develops a versatile perspective on problems by synthesizing different ideas thanks to the applied training she/he received in the field of logistics. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |