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, 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 English, and acquires competence in minimum one foreign language.
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.
