It is aimed that the students can learn the basic concepts related to the field of marketing completely, and that they can be exemplified by following the current. At the end of the semester, it is aimed that the students will be able to prepare the marketing plan of a business and make the marketing management.
Prerequisite(s)
To have already taken the "Principles of Marketing" course.
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
None
Schedule
Monday, 10.00-12.50, Basın Express Campus, Block A, Class 503.
Office Hour(s)
On Mondays, at 14.00-16.00 p.m., in B/8-04 lecturer's room, Basın Express Campus.
Teaching Methods and Techniques
- Lecture
- Visualization of topics with power point support
- Reinforcing what is explained in the lesson with gamification
- Supporting and discussing the topics with examples from life and case studies
- Sharing and discussing given homework in class
- Reinforcing the lectures with guest participants
Principle Sources
- Kotler and Keller, Marketing Management, 15E, Pearson International Edition, New Jersey, 2009.
Other Sources
- Rıes, A. & Trout, J. (2015). Pazarlamanın 22 Kuralı. Çeviri: Murat Yaz. MediaCat.
- Academic Papers.
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(%)
Midterm(s)
1
30
Attendance / Participation
1
20
Final Exam
1
50
Program Outcomes
PO-1
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 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.
