Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
---|---|---|---|---|---|
Marketıng Prıncıples | HIR 315 | 5 | 3 + 0 | 3 | 5 |
Ön Koşul Dersleri | |
Önerilen Seçmeli Dersler | |
Dersin Dili | Türkçe |
Dersin Seviyesi | Lisans |
Dersin Türü | Zorunlu |
Dersin Koordinatörü | Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN |
Dersi Verenler | Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN, |
Dersin Yardımcıları | |
Dersin Kategorisi | Alanına Uygun Öğretim |
Dersin Amacı | This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles that underpin the marketing process |
Dersin İçeriği | Understand the concept and process of marketing
Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association; satisfying customer needs and wants; value and satisfaction; exchange relationships; the changing emphasis of marketing
Marketing concept: evolution of marketing; marketing orientations; societal issues and emergent philosophies; customer and competitor orientation; efficiency and effectiveness; limitations of the marketing concept
Marketing process overview: marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; plans to include target markets and marketing mix; scope of marketing
Costs and benefits: links between marketing orientation and building competitive advantage;benefits of building customer satisfaction; desired quality; service and customer care;relationship marketing; customer retention; customer profitability; costs of a too narrow marketing focus
2) Be able to use the concepts of segmentation, targeting and positioning
Macro environment: environmental scanning; political, legal, economic, socio-cultural, ecological and technological factors
Micro environment: stakeholders (organisation’s own employees, suppliers, customers, intermediaries, owners, financiers, local residents, pressure groups and competitors); direct and indirect competitors; Porter’s competitive forces
Buyer behaviour: dimensions of buyer behaviour; environmental influences; personal variables – demographic, sociological, psychological – motivation, perception and learning; social factors; physiological stimuli; attitudes; other lifestyle and life cycle variables; consumer and organisational buying
Segmentation: process of market selection; macro and micro segmentation; bases for segmenting markets, (geographic, demographic, psychographic and behavioural); multivariable segmentation and typologies; benefits of segmentation; evaluation of segments and targeting strategies; positioning; segmenting industrial markets; size; value; standards; industrial classification
Positioning: definition and meaning; influence over marketing mix factors
3) Understand the individual elements of the extended marketing mix
Product: products and brands – features, advantages and benefits; the total product concept; product mix; product life cycle and its effect on other elements of the marketing mix; product strategy; new product development; adoption process
Place: customer convenience and availability; definition of channels; types and functions of intermediaries; channel selection; integration and distribution systems; franchising; physical distribution management and logistics; ethical issues
Price: perceived value; pricing context and process; pricing strategies; demand elasticity; competition; costs, psychological, discriminatory; ethical issues
Promotion: awareness and image; effective communication; integrated communication process (SOSTT + 4Ms); promotional mix elements; push and pull strategies; advertising above and below the line including packaging; public relations and sponsorship; sales promotion; direct marketing and personal selling; branding, internet and online marketing
The shift from the 4Ps to the 7Ps: product-service continuum; concept of the extended marketing mix; the significance of the soft elements of marketing (people, physical evidence and process management)
4 ) Be able to use the marketing mix in different contexts
Consumer markets: fast moving consumer goods; consumer durables; coordinated marketing mix to achieve objectives
Organisational markets: differences from consumer markets; adding value through service; industrial; non-profit making; government; re-seller
Services: nature and characteristics of service products (intangibility, ownership, inseparability, perishability, variability, heterogeneity – the 7Ps); strategies; service quality; elements of physical product marketing; tangible and intangible benefits
International markets: globalisation; cultural differences; standardisation versus adaptation; the EU; benefits and risks; market attractiveness; international marketing mix strategies
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# | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
---|---|---|---|
1 | To Understand the marketing concept and process | Lecture, Question-Answer, Discussion, Drilland Practice, | Testing, |
2 | Be able to use the concepts of segmentation, targeting and positioning | Drilland Practice, Discussion, Question-Answer, Lecture, | Testing, |
3 | Understand the individual elements of the extended marketing mix | Drilland Practice, Discussion, Question-Answer, Lecture, | Testing, |
4 | Be able to use the marketing mix in different contexts | Drilland Practice, Discussion, Question-Answer, Lecture, | Testing, |
Hafta | Ders Konuları | Ön Hazırlık |
---|---|---|
1 | An Introduction to Marketing | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
2 | Market Segmentation | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
3 | Target Marketing | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
4 | Positioning | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
5 | Marketing Environment | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
6 | Strategic Planning and Marketing-1 | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
7 | Strategic Planning and Marketing-2 | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
8 | MARKETING MIX | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
9 | Marketing Mix-4P-PRODUCT | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
10 | Marketing Mix-4P-PLACE | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
11 | Marketing Mix-4P-PRICE | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
12 | Marketing Mix-4P-PROMOTION | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
13 | Service Marketing | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
14 | International Marketing | ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong |
Kaynaklar | |
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Ders Notu | |
Ders Kaynakları | Principles of Marketing, Philip Kotler, Gary Armstrong ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk |
Sıra | Program Çıktıları | Katkı Düzeyi | |||||
---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | |||
1 | Knows Pr and Advertising Theories | X | |||||
3 | Has social reponsibility | X | |||||
4 | Knows how to communicate effectively | X | |||||
5 | Creates Pr and Advertising projects. | X | |||||
7 | Manages media relations | X | |||||
8 | Creates persuasive messages by using images and words | X |
Değerlendirme Sistemi | |
---|---|
Yarıyıl Çalışmaları | Katkı Oranı |
1. Ara Sınav | 70 |
1. Kısa Sınav | 10 |
2. Kısa Sınav | 10 |
3. Kısa Sınav | 10 |
Toplam | 100 |
1. Final | 50 |
1. Yıl İçinin Başarıya | 50 |
Toplam | 100 |
AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
---|---|---|---|
Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
Hours for off-the-classroom study (Pre-study, practice) | 16 | 2 | 32 |
Mid-terms | 1 | 15 | 15 |
Quiz | 3 | 5 | 15 |
Final examination | 1 | 25 | 25 |
Toplam İş Yükü | 135 | ||
Toplam İş Yükü / 25 (Saat) | 5,4 | ||
Dersin AKTS Kredisi | 5 |