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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
PRINCIPLES OF MARKETING ISL 201 3 3 + 0 3 4
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Lisans
Dersin Türü ZORUNLU
Dersin Koordinatörü Arş.Gör. AYŞEGÜL KARATAŞ
Dersi Verenler Arş.Gör. AYŞEGÜL KARATAŞ
Dersin Yardımcıları
Dersin Kategorisi Alanına Uygun Temel Öğretim
Dersin Amacı

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.

Dersin İçeriği

The course covers the framework of the concept of marketing, consumer behavior, elements of the marketing mix and sub-branches of marketing.

Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 - Describes and gives examples for the basic concepts regarding marketing 1 - 2 - 3 - 4 - 12 - A - D -
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 1 - 3 - 10 - 12 - A - D -
3 - Explains the causes of consumer behavior and derives some consclusions for the marketing management 1 - 2 - 3 - A - D -
4 - Describes the concepts of market segmentation, target market selection and show the market segmentation process as well as target market selection 1 - 2 - D -
5 - Analyzes the marketing activities of a business and desingnes the marketing program 1 - 2 - 12 - A -
6 - Evaluates and analyszes recent developments and changes taking place in the markets with a strategic and rational perspective and designes marketing programs 1 - 2 - 12 - A -
Öğretim Yöntemleri: 1:Lecture 2:Question-Answer 3:Discussion 4:Drilland Practice 12:Case Study 10:Brain Storming
Ölçme Yöntemleri: A:Testing D:Project / Design

Ders Akışı

Hafta Konular ÖnHazırlık
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
MP Bölüm 5 - Pazar Bölümleme
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.
6 Marketing Management Unit 9 - 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.
7 Marketing Mix - Product Unit 10 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta.
8 New Product Development Unit 12 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta.
9 MIDTERM EXAM
10 Marketing Mix - Price Unit 13 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta.
11 Marketing Mix - Promotions and Marketing Communication Units 15 & 16 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta.
12 Marketing Mix- Place Units 17 & 18 - Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2016). Pazarlama ilkeleri ve yönetimi. Beta.
14 Project Presentations
13 Project Presentations

Kaynaklar

Ders Notu
Ders Kaynakları

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.


Döküman Paylaşımı

MP Bölüm 5 - Pazar Bölümleme

Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
1 2 3 4 5
1 Understanding and being capable of using the operational information of export, import, foreign exchange and logistics together with the theorotical background of international trade and comprehending the business culture and marketing interaction in the globalized capital, labour, and goods trade. X
2 Having the knowledge of the basic global and local regulations in international trade and being capable of implementing and interpreting these in practise. X
3 Being capable of analyzing economical and commercial developments, defining the problems about his/her assignments, expressing opinion and presenting solutions in an organization. X
4 Besides computer usage, being capable of using the information systems and software used in international trade operations. X
5 Having the capability of reseach and analytical thinking, being able to predict the processes and results of the projects and decisions to be implemented, to be able to develop strategic approach and communicate in a comprehensible manner with high power of persuasion. X
6 To be able to determine the aim, vision and goals of the organization in his/her assigned positions. X
7 As a result of the competence of critical thinking and producing alternatives, being capable of gathering and analyzing information from various sources together with taking initiative. X
8 Being continuous improvement-oriented and innovative in his/her field. X
9 Together with having the leadership features, prone to teamwork and being capable of vertical and horizontal communication based on interaction and sharing with the experts in other fields. X
10 Together with at least European Computer Driving licence advanced level in his/her required fields, usage of the information and communication technologies
11 At least one foreign language knowledge in the field using the European Language Portfolio B2 level and using this skill in oral and written communication.
12 With social responsibility awareness, arranging and carrying out activities and projects for his/her own social environment. X
13 Acting in accordance with the social, scientific, cultural and ethic values.
14 Being capable of analyzing the relationships with the stakeholders, following the developments in his/her field, examining the position of his/her organization and submitting suggestions. X
15 Having consciousness about the subjects of universality of social rights, social justice, quality culture, protection of cultural values, enviromental protection and occupational health and safety.

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 60
PerformansGoreviUygulama 1 20
KisaSinav 1 10
KisaSinav 2 10
Toplam 100
Yıliçinin Başarıya Oranı 60
Finalin Başarıya Oranı 40
Toplam 100

AKTS - İş Yükü

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