Course Name Code Semester T+U Hours Credit ECTS
Marketing ISL 214 4 2 + 0 2 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Optional
Course Coordinator Doç.Dr. HAYRETTİN ZENGİN
Course Lecturers Doç.Dr. HAYRETTİN ZENGİN,
Course Assistants
Course Category
Course Objective Marketing is an inseperable part of today’s modern life. Hence, the purpose of this course is to explain what marketing is about and what is covered within the context of marketing function in organizations.
Course Content The topics covered in this course are the definition of marketing, examination of marketing environment, understanding of marketing mix and discussion of marketing management process as well as the principles of the implementation of marketin process.
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Describes and gives examples for the basic concepts regarding marketing Lecture, Self Study, Question-Answer, Discussion, Testing, Homework,
2 Explains the concept of market environment, analysis the constituents of the market environment and derives implications from this analysis for the marketing management Discussion, Self Study, Brain Storming, Lecture, Testing, Homework,
3 Explains the causes of consumer behavior and derives some consclusions for the marketing management Lecture, Self Study, Discussion, Testing, Homework,
4 Explains marketing information system and identifies the nescessary information needs and the analysis Self Study, Lecture, Testing, Homework,
5 Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection Lecture, Discussion, Question-Answer, Group Study, Homework, Testing,
6 Analyzes the concept of marketing mix and organizes them in the context of marketing process Group Study, Lecture, Self Study, Homework,
7 Analyzes the marketing activities of an organization and forms the marketing programs Self Study, Lecture, Discussion, Group Study, Homework, Testing,
8 Defines the concepts of marketing planning and strategic marketing planning, identifies relevant concepts and develops and applies strategic marketing planning Discussion, Lecture, Case Study, Self Study, Testing, Homework,
9 Evaluates and analysis recent developments and changes taking place in the market environment with a strategic and rational perspective and develops marketing programs Self Study, Case Study, Lecture, Testing, Homework,
10 Follows the developments in the market and uses these developments in the formation of new marketing strategies Lecture, Group Study, Question-Answer, Discussion, Case Study, Testing,
Week Course Topics Preliminary Preparation
1 Introduction to marketing
2 Marketing environment and searching for market opportunities
3 Consumer behavior
4 Marketing information systems and marketing research
5 Market segmentation, target market selection and positioning
6 Product decisions and management
7 Price and pricing
8 Promotion efforts: advertising, sales promotion and public relations
9 Mid-term exam
10 Personal selling and sales management
11 Distribution channels and distribution policies
12 Wholeselling and retailing
13 Marketing management and strategic marketing planning
14 Marketing control and social responsibility in marketing
Course Notes
Course Resources
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Having adequte scientific knowledge of Human Resources Management, basic business concepts and other social sciences X
2 Thinking critically and analytically X
3 Having knowledge of communication and information technologies X
4 In-depth understanding of the research process and application of a range of research techniques into studies, researches and projects X
5 In-depth understanding of usage of Human Resources Management and other social sciences theoretical and applied knowledge together. X
6 Ability to interpret basic Business concepts from Human Resource Management perspective X
7 Ability to implement basic HRM responsibilities in institutions such as HR Planning and staffing, labor relations, occupational healthy and safety, training planning, performance and rewards management, career planning, employment and interview techniques and legal HR issues X
8 Implementing quality process approach into HRM process by considering institutional development, internal and external customer satisfaction; in case of need, having sense of responsibility making contribution for problem solving and continuous development and process excellence ability by problem identification, goal setting, reorganisation and change management skills X
9 Management of resources and assets by considering budgetary, financial and legal issues; management of projects/operations with the ability of planning, implementation, and auditing; Having skills on management of self and other people X
10 Enriching result oriented working approach with continous learning approach X
11 Strong oral and written communication skills and ability to present ideas and information effectively X
12 Being good at one foreign language, ability to communicate written and orally X
13 Ability to work with people of various cultural and educational background by valuing team work, developing emphathy and listening skills X
14 Being conscious on social, academic and professional ethical values X
15 Development of critical theoretical appreciation of ´how´, ´why´ and ´where´ HRM contributes to and supports employee and societal development, and implementing these approach for applied and graduate projects and working life X
Evaluation System
Semester Studies Contribution Rate
1. Ödev 100
Total 100
1. Yıl İçinin Başarıya 40
1. Final 60
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 2 32
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 15 15
Assignment 1 20 20
Performance Task (Seminar) 1 10 10
Final examination 1 10 10
Total Workload 119
Total Workload / 25 (Hours) 4.76
dersAKTSKredisi 5