In addition to the basic marketing knowledge, the stages of marketing understanding and understanding of the basic concepts of marketing, after examining internal and external factors affecting marketing decisions, strategic marketing planning in order to make the right marketing decisions, purchasing behavior and purchasing decisions of consumer and corporate customers, market segmentation and the selection of the target market.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
LecturerDr Barış Safran
Course Assistant(s)
Schedule
Wednesday, 15:00-17:45, 4A01, İncirli
Office Hour(s)
Wednesday, 14:00-15:00, 3A04, İncirli
Teaching Methods and Techniques
Lecture, presentation, case studies
Principle Sources
Pazarlama İlkeleri, İsmet Mucuk, Türkmen Kitapevi, 2017, İstanbul
Pazarlama 4.0, P. Kotler, Optimist Yayınları, 2018, İstanbul
Pazarlamada Güncel Gelişmeler, Doç Dr. Nevin Altuğ ve Öğr. Gör. Şeniz Özhan, Nobel, 2018, Ankara
Other Sources
Pazarlama İlkeler- Yönetim-Örnek Olaylar, Cemal Yükselen, Detay Yayıncılık, 2017, Ankara
A'dan Z'ye Pazarlama, P. Kotler, Medicat, 2019, İstanbul
Articles,
Case studies
Course Schedules
Week
Contents
Learning Methods
1. Week
Developments in Marketing
Lecture, presentation, case study
2. Week
Marketing Environment
Lecture, presentation, case study
3. Week
Strategic Marketing Management
Lecture, presentation, case study
4. Week
Marketing Research, Market Types
Lecture, presentation, case study
5. Week
Segmentation, Targeting, Positioning
Lecture, presentation, case study
6. Week
General review
Lecture, presentation, case study
7. Week
General review
Lecture, presentation, case study
8. Week
Marketing Mix: Product, Price
Lecture, presentation, case study
9. Week
Marketing Mix: Place
Lecture, presentation, case study
10. Week
Marketing Mix: Place
Lecture, presentation, case study
11. Week
Marketing Mix: Promotion
Lecture, presentation, case study
12. Week
Sevice Marketing: Product, Price
Lecture, presentation, case study
13. Week
Service Marketing: Place, Promotion
Lecture, presentation, case study
14. Week
Global Marketing
Lecture, presentation, case study
15. Week
Digital Transformation Trends in Marketing
Lecture, presentation, case study
16. Week
Final
Exam
17. Week
Final
Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Attendance
1
10
Final Exam
1
50
Program Outcomes
PO-1
Learning the basic concepts of Electronic Commerce
PO-2
To be able to analyze the relationship between Electronic Commerce and Internet correctly
PO-3
To fully grasp the legal dimension of Electronic Commerce
Learning Outcomes
LO-1
Explains the subject and scope of marketing, development periods in the understanding of marketing and modern marketing management, macro and micro external environment factors affecting marketing. Explains strategic marketing planning, marketing information system and marketing research and explains their mutual relations. Describes all these basic marketing processes by associating with the internet and e-commerce.
LO-2
Describes the consumer market and its types, factors affecting consumer behavior and the consumer purchasing decision process. Explain the structure and characteristics of the industrial market, purchasing methods and industrial buyer behavior. Explaining the targeted marketing in detail; tells the meaning, benefits, limits, and main market segmentation criteria and forms of market segmentation. Explain target market selection strategies and positioning. Explains all these processes by associating them with new generation marketing, internet and e-commerce
LO-3
Examines the marketing mix elements in detail. It classifies the products and explains some marketing features, product planning, new product development process and product life course. It provides information about product pricing, distribution and promotional activities. Tell service marketing. Explain how the marketing mix is affected by new generation marketing concepts.
LO-4
Describes the international marketing environment and market entry types by associating with e-commerce.
LO-5
Explain the new generation marketing concepts, digital transformation in marketing, new applications and trends.
