The course aims to make students understand and appreciate the nature and scope of marketing and its role in industry and society from contemporary perspective. Students are encouraged to develop an awareness of the economic, environmental, and technological issues associated with marketing practices. They are motivated to acquire critical understanding of consumers, goods and services providers, marketing organisations and the importance of creating value in modern business life.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Dr. Çağla Arıker
Course Assistant(s)
Schedule
Wednesday, 15.00-17.00, online platform
Office Hour(s)
Asst. Prof. Çağla TUĞBERK ARIKER
Teaching Methods and Techniques
- Eclectic, lecturing, discussion.
Principle Sources
Kotler, P., Kartajaya, H., Setiawan, I., (2016). Marketing 4.0 Moving From Traditional to Digital.
Newspapers, journals.
Other Sources
Various books, articles and materials about contemporary approaches in marketing.
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, behavioral 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 modeling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develop 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 English, and acquires competence in a minimum of one foreign language.
PO-11
Acquires basic knowledge about sustainable business understanding, sustainable business functions, and the concept of sustainability.
PO-12
In line with the requirements of the digital age, they gain experience and knowledge to see and analyze the business as a whole, analyze market behavior, sales, and planning, budget management, financing, create a strategy, read competitor strategies, construct scenarios and performance evaluation skills through teamwork on a virtual simulation program.
PO-13
Having both basic computer usage knowledge and advanced Excel usage knowledge required by the business world for writing formulas, data analysis, modeling, and using macros.
PO-14
Acquires knowledge and skills about current information systems and how to use these systems in business problems.
writing formulas, data analysis, modeling, and using macros.
Learning Outcomes
LO-1
Students understand the developing role of marketing in modern business life.
LO-2
Students understand the potential impact of the Internet and related technological developments on the marketing activities of businesses.
LO-3
Students understand transformations in consumerism, environmentalism and the ‘green consumption’.
LO-4
Students understand the nature and importance of globalisation and the process of global marketing.
LO-5
Students learn the main criticisms of modern marketing practices.