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.

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