| Course Name | Code | Semester | T+U Hours | Credit | ECTS |
|---|---|---|---|---|---|
| Principles Of Marketing | ISL 201 | 3 | 3 + 0 | 3 | 4 |
| Precondition Courses | |
| Recommended Optional Courses | |
| Course Language | Turkish |
| Course Level | Bachelor's Degree |
| Course Type | Compulsory |
| Course Coordinator | Arş.Gör.Dr. AYŞEGÜL KARATAŞ |
| Course Lecturers | Arş.Gör.Dr. AYŞEGÜL KARATAŞ, |
| Course Assistants | |
| Course Category | Available Basic Education in the Field |
| Course Objective | The main objective of the course is to teach the basic concepts of marketing and its function in the business as a unit. In line with this aim, it is aimed to create an effective marketing approach by considering the environmental factors, understanding the target consumers / customers, adapting an appropriate marketing mix. |
| Course Content | The course covers the framework of the concept of marketing, consumer behavior, elements of the marketing mix and sub-branches of marketing. |
| # | Course Learning Outcomes | Teaching Methods | Assessment Methods |
|---|---|---|---|
| 1 | Describes and gives examples for the basic concepts regarding marketing | Lecture, Question-Answer, Discussion, Drilland Practice, Case Study, | Homework, |
| 2 | Explains the concept of market environment, analyzes the constituents of the market environment and determine their implications for marketing management for the marketing management | Lecture, Discussion, Brain Storming, Case Study, | Homework, |
| 3 | Explains the causes of consumer behavior and derives some consclusions for the marketing management | Lecture, Question-Answer, Discussion, | Homework, |
| 4 | Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection | Lecture, Question-Answer, | Homework, |
| 5 | Analyzes the marketing activities of a business and desingnes the marketing program | Lecture, Question-Answer, Case Study, | Homework, |
| 6 | Evaluates and analyszes recent developments and changes taking place in the markets with a strategic and rational perspective and designes marketing programs | Lecture, Question-Answer, Case Study, | Homework, |
| Week | Course Topics | Preliminary Preparation |
|---|---|---|
| 1 | Marketing Concept and Function of Marketing | Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2014). Pazarlama ilkeleri ve yönetimi. Beta. |
| 2 | Market and Marketing Environment | Unit 3 - Ünite 3 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 3 | Market Segmentation and Target Market | Unit 7- Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 4 | Positioning | Unit 8 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 5 | Consumer Markets vs Industrial Markets | Unit 5 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 6 | Marketing Management | Unit 9 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 7 | Marketing Mix - Product | Unit 10 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 8 | Brand Management | Unit 11 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 9 | New Product Development | Unit 12 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 10 | Marketing Mix - Price | Unit 13 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 11 | Marketing Strategies | Unit 14 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 12 | Marketing Mix - Promotions and Marketing Communication | Units 15 & 16 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 13 | Marketing Mix- Place | Units 17 & 18 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. |
| 14 | Case Studies |
| Resources | |
|---|---|
| Course Notes | |
| Course Resources | Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. Pearson. |
| Order | Program Outcomes | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Providing field knowledge | ||||||
| 2 | Developing analytical thinking skills | ||||||
| 3 | Developing entrepreneurial personality traits | ||||||
| 4 | :Being an entrepreneur and Intrapreneurship | ||||||
| 5 | Firm-level problem detection and solution | ||||||
| 6 | Problem detection and solution across the economy | ||||||
| 7 | Oral and written communication skills | ||||||
| 8 | Team building and development | ||||||
| 9 | :Ethical awareness | ||||||
| 10 | Ethical and social responsibility in problem solving | ||||||
| Evaluation System | |
|---|---|
| Semester Studies | Contribution Rate |
| 1. Ödev | 20 |
| 1. Ara Sınav | 50 |
| 2. Ödev | 15 |
| 3. Ödev | 15 |
| Total | 100 |
| 1. Final | 40 |
| 1. Yıl İçinin Başarıya | 60 |
| Total | 100 |
| ECTS - Workload Activity | Quantity | Time (Hours) | Total Workload (Hours) |
|---|---|---|---|
| Course Duration (Including the exam week: 16x Total course hours) | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 2 | 28 |
| Final examination | 1 | 20 | 20 |
| Assignment | 1 | 20 | 20 |
| Total Workload | 110 | ||
| Total Workload / 25 (Hours) | 4.4 | ||
| dersAKTSKredisi | 4 | ||