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)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Lecturer Emine ANIK
Course Assistant(s)
Schedule
Wednesday, 09:00-11:00, İncirli, 3A02
Office Hour(s)
Wednesday, İncirli, 4A03
Teaching Methods and Techniques
Lecture, presentation, case study
Principle Sources
-Marketing Principles, İsmet Mucuk, Türkmen Kitapevi, 2017, İstanbul
Other Sources
--Academic publications, 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
-Lecture, presentation, case study
17. Week
Final
-Lecture, presentation, case study
Assessments
Evaluation tools
Quantity
Weight(%)
Final Exam
1
100
Program Outcomes
PO-1
PO 1. To have a basic knowledge in the field of Business Management
PO-2
PO 2. To know organizational structure in the way of planning, organization, leadership and control mechanisms
PO-3
PO 3. Recognizing human resources management and labor and social security legislations
PO-4
PO 4. To be master in the legislations related to the business and take legal responsibility by taking basic legislations which shapes the regulatory framework of the business into account
PO-5
PO 5. To take advantage of data collection techniques for problem solving and decision making
PO-6
PO 6. To have a knowledge about basic methods used in accounting and business practices of these methods
PO-7
PO 7. Identify the functions and implementations of marketing in business life, be able to conduct market research and use the marketing communication as required
PO-8
PO 8. To have the knowledge about computers and relevant programs needed
PO-9
PO 9. To be able to apply business processes and basic principles of project management techniques
PO-10
PO 10. To have the ability of effective communication skills both orally and written
PO-11
PO 11. To be able to make quality-oriented plans within business structure
PO-12
PO 12. To be able to develop business analysis for targeting appropriate investments and follow-up
PO-13
PO 13. To be able to take advantage of financial analysis techniques within business environment
PO-14
PO 14. To be able to benefit from major numerical analysis methods and their implementations in business
PO-15
PO 15. To follow the basic legislation related to the business and have a knowledge on basic law
PO-16
PO 16. To have knowledge about Ataturk's Principles and Revolution History
PO-17
PO 17. Recognize the basic principals and processes of production and sales management
PO-18
PO 18. To have vocational knowledge of English in Business and Management
Learning Outcomes
LO-1
Explain the subject of marketing, its scope, development periods in marketing understanding and modern marketing management, macro and micro external environmental factors affecting marketing. Explains strategic marketing planning, marketing information system and marketing research and explains their mutual relations
LO-2
Explains the consumer market and its types, the factors affecting consumer behavior and the consumer purchasing decision process. Explains the structure and characteristics of the industrial market, purchasing methods and industrial buyer behaviors. Explaining targeted marketing in detail; tells the meaning, benefits, limits and main market segmentation criteria and forms of market segmentation. Explains target market selection strategies and positioning.
LO-3
Examines the marketing mix elements in detail. It classifies products and explains some marketing features, product planning, new product development process and product life cycle. It gives information about product pricing, distribution and promotion activities. Explains service marketing. Explain how the marketing mix is affected by the new generation marketing concepts.
LO-4
Explains the international marketing environment and ways of entering the market by associating them with e-commerce.
LO-5
Explains new generation marketing concepts, digital transformation in marketing, new applications and trends.
