To be aware of marketing's importance, structure, function and a modern organization leading holistic philosophy
Analysis and management of marketing components that creates an approach to customer oriented marketing with strategic marketing perspective
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Meri Taksi Deveciyan
Course Assistant(s)
None
Schedule
This course was not opened in the 2022-2023 academic year...
Office Hour(s)
By mailing with the lecturer
Teaching Methods and Techniques
- Case studies
- Visualization of case with the support of powerpoint
- Field study
- Class discussions
Principle Sources
- Kotler ve Armstrong, Principles of Marketing, Pearson Global Edition, New jersey, 2010
- Kotler and Keller, Marketing Management, Pearson International Edition, new jersey 2009
- Mucuk, İsmet, Pazarlama İlkeleri, Türkmen Kitabevi, İstanbul 2009
- Karafakioğlu, Mehmet, Pazarlama İlkeleri, Literatür yayınları, İstanbul 2009
Other Sources
-
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to Marketing Management
Lectures, class discussion
2. Week
Market Segmentation
Lectures, presentations, class discussion
3. Week
Target Marketing
Lectures, presentations, class discussion
4. Week
Marketing Information System And Marketing Research
Lectures, presentations, class discussion
5. Week
Market Segmentation and Selection of Target Markets
Lectures, presentations, class discussion
6. Week
Markets and Consumer Behavior
Lectures, presentations, class discussion
7. Week
positioning and competitive strategies
Lectures, presentations, class discussion
8. Week
Midterm
Exam
9. Week
Midterm
Lectures, presentations, class discussion
10. Week
Marketing mix development - Product and branding decisions - Project Presentations
Lectures, presentations, class discussion
11. Week
Product life cycle, innovation and new product development
Lectures, presentations, class discussion
12. Week
Price decisions in marketing
Lectures, presentations, class discussion
13. Week
Distribution decisions in marketing
Lectures, presentations, class discussion
14. Week
Promotion decisions and marketing communication process
Project presentations, class discussion
15. Week
Fınal
Class discussion
16. Week
Fınal
class discussion
17. Week
Final
Final Exams
Assessments
Evaluation tools
Quantity
Weight(%)
Quizzes
1
10
Homework / Term Projects / Presentations
1
20
Project(s)
1
20
Final Exam
1
50
Program Outcomes
PO-1
Define the concept and types of entrepreneurship in historical development within the framework of entrepreneurship theory.
PO-2
Develop awareness about ways to improve personal and corporate innovation and creativity
PO-3
Distinguish the different aspects of SME management and its problems from SME management and its problems
PO-4
Design a business plan to start a new business
PO-5
Assess the institutionalization process of newly established businesses
PO-6
Employ the information and skill that is related to entrepreneurship in the career life and apply it to the workplace environment.
PO-7
Explain new business in social environment with social capital and communication competence
PO-8
Interpret knowledge of innovation and the importance of innovation that learned during education life with up-to-date information and adopt it to business life
PO-9
Identify how to reach entrepreneurship supports thanks to the basic and up-to-date information gained on entrepreneurship and estimates about the change and paradigm shifts in the entrepreneurship ecosystem.
PO-10
Compose the conceptual and cognitive knowledge with expert knowledge required by business life
Learning Outcomes
LO-1
To comprehend basic marketing terms and concepts, to explain the marketing subject, its scope and features, modern marketing management and micro and macro external environmental factors that affect marketing. Can explain the benefits of marketing.
LO-2
Learning the marketing mix elements and be able to discuss the applications. Can describe the stages from the product entry to the market to the regression stage. Can explain the strengths and weaknesses of different pricing methods. Understand the role of distribution. Planning a promotion campaign.
LO-3
Students will be able to analyze the consumer and industrial market.
LO-4
To ensure that the information learned is understood and applied.
