The main purpose of the course is to enable the student to recognize the basic concepts of marketing and its components, and to distinguish and interpret consumer behaviors and expectations in the future.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
The course will be taught online.
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
No one
Schedule
Tuesday, 13.00-15.50, Cats and L/02
Office Hour(s)
By appointment with the Instructor
Teaching Methods and Techniques
Lecture, examination of the studies in the literature, guest speakers from the business world in the field of marketing, student presentations, project assignments to reinforce the course
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in Turkish, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
To comprehend basic marketing terms and understandings, can explain marketing subject, scope and features, modern marketing management and micro and macro external environmental factors that affect marketing. Explain the benefits and types of marketing, strategic business planning and the stages of the strategic marketing process.
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. Explain how Marketing Communication works. Can plan a promotion campaign.
LO-3
Understanding how consumer purchasing decisions are made can identify differences between professional buyers and the way consumers make decisions.
LO-4
To be able to define the basic methods of market segmentation and explain the purpose of segmentation.
LO-5
Explain the international marketing environment and market entry methods.
