The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment.
Course Content
This course contains; Course Introduction, Marketing Concept ,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product ,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.3. Compare micro and macro markets.
10, 12, 13, 4, 9
A, G
2.2. Evaluate organizational buying behavior.
10, 12, 13, 4, 9
A, G
2.3. Plan Market Segmentation.
10, 12, 13, 4, 9
A, G
1. Will be able to express the basic issues related to marketing.
10, 12, 13, 16, 9
A, G
1.1. Explain the marketing concept.
10, 12, 13, 4, 9
A, G
1.2. Classifies market types.
10, 12, 13, 4, 9
A, G
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter.
10, 12, 13, 4, 9
A, G
2.1. Evaluate consumer buying behavior.
10, 12, 13, 4, 9
A, G
3. Will be able to explains the marketing environment factors.
10, 12, 13, 4, 9
A, G
3.1. Explain the actors of the micro marketing environment.
10, 12, 13, 4, 9
A, G
3.2. Explain the actors of the macro marketing environment.
10, 12, 13, 4, 9
A, G
3.3. Define types of reactions to environmental factors.
10, 12, 13, 4, 9
A, G
4. Will be able to explain the marketing mix components.
10, 12, 13, 16, 9
A, G
4.1. Explain product element.
10, 12, 13, 16, 9
A, G
4.2. Explain price element.
10, 12, 13, 16, 9
A, G
4.3. Explain place element.
10, 12, 13, 16, 9
A, G
4.4. Explain promotion element.
10, 12, 13, 16, 9
A, G
5. Will be able to explains the concept and components of marketing information system.
10, 12, 13, 16, 9
A, G
5.1. Explains the concept of marketing information system.
10, 12, 13, 16, 9
A, G
5.2. Explain customer insight concept.
10, 12, 13, 16, 9
A, G
5.3. Explain marketing information system and types of data collection for marketing decision-making.
10, 12, 13, 16, 9
A, G
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, G: Quiz
Course Outline
Order
Subjects
Preliminary Work
1
Course Introduction, Marketing Concept
2
External Marketing Environment
3
Marketing Research
4
Consumer Markets and Consumer Behavior
5
Business and International Markets
6
Market Segmentation, Targeting and Positioning
7
Product
8
Price and Promotion as Elements of Marketing Mix
9
Personal Sales and Sales Development
10
Advertising and PR
11
Internet Marketing and Direct Marketing
12
Distribution
13
Services Marketing
14
International Marketing
Resources
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong.
2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller,Alexander Chernev
3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar.
X
2
Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır.
3
Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır.
4
Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir.
X
5
Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir.
6
Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir.
X
7
Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır
X
8
En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar.
X
9
Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır.
10
Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır.
11
Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır.
X
12
Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder.
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
3
42
Guided Problem Solving
0
0
0
Resolution of Homework Problems and Submission as a Report
7
2
14
Term Project
0
0
0
Presentation of Project / Seminar
7
2
14
Quiz
1
10
10
Midterm Exam
1
15
15
General Exam
1
35
35
Performance Task, Maintenance Plan
1
20
20
Total Workload(Hour)
150
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30)
5
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
PRINCIPLES of MARKETING
-
Fall Semester
3+0
3
5
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
English
Course Level
First Cycle (Bachelor's Degree)
Course Type
Required
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Fatih PINARBAŞI
Assistant(s)
Aim
The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment.
Course Content
This course contains; Course Introduction, Marketing Concept ,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product ,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.3. Compare micro and macro markets.
10, 12, 13, 4, 9
A, G
2.2. Evaluate organizational buying behavior.
10, 12, 13, 4, 9
A, G
2.3. Plan Market Segmentation.
10, 12, 13, 4, 9
A, G
1. Will be able to express the basic issues related to marketing.
10, 12, 13, 16, 9
A, G
1.1. Explain the marketing concept.
10, 12, 13, 4, 9
A, G
1.2. Classifies market types.
10, 12, 13, 4, 9
A, G
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter.
10, 12, 13, 4, 9
A, G
2.1. Evaluate consumer buying behavior.
10, 12, 13, 4, 9
A, G
3. Will be able to explains the marketing environment factors.
10, 12, 13, 4, 9
A, G
3.1. Explain the actors of the micro marketing environment.
10, 12, 13, 4, 9
A, G
3.2. Explain the actors of the macro marketing environment.
10, 12, 13, 4, 9
A, G
3.3. Define types of reactions to environmental factors.
10, 12, 13, 4, 9
A, G
4. Will be able to explain the marketing mix components.
10, 12, 13, 16, 9
A, G
4.1. Explain product element.
10, 12, 13, 16, 9
A, G
4.2. Explain price element.
10, 12, 13, 16, 9
A, G
4.3. Explain place element.
10, 12, 13, 16, 9
A, G
4.4. Explain promotion element.
10, 12, 13, 16, 9
A, G
5. Will be able to explains the concept and components of marketing information system.
10, 12, 13, 16, 9
A, G
5.1. Explains the concept of marketing information system.
10, 12, 13, 16, 9
A, G
5.2. Explain customer insight concept.
10, 12, 13, 16, 9
A, G
5.3. Explain marketing information system and types of data collection for marketing decision-making.
10, 12, 13, 16, 9
A, G
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam, G: Quiz
Course Outline
Order
Subjects
Preliminary Work
1
Course Introduction, Marketing Concept
2
External Marketing Environment
3
Marketing Research
4
Consumer Markets and Consumer Behavior
5
Business and International Markets
6
Market Segmentation, Targeting and Positioning
7
Product
8
Price and Promotion as Elements of Marketing Mix
9
Personal Sales and Sales Development
10
Advertising and PR
11
Internet Marketing and Direct Marketing
12
Distribution
13
Services Marketing
14
International Marketing
Resources
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong.
2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller,Alexander Chernev
3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar.
X
2
Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır.
3
Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır.
4
Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir.
X
5
Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir.
6
Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir.
X
7
Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır
X
8
En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar.
X
9
Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır.
10
Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır.
11
Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır.
X
12
Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder.
