| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İP201B2 | Marketing Principles | Compulsory | 2 | 3 | 5 |
|
| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| The general purpose of the marketing principles course is to enable businesses to successfully offer their products and services to customers by explaining marketing concepts, strategies and techniques to students. This course covers the basic principles of the marketing discipline, understanding customer behavior, conducting marketing research, and developing marketing strategies for the target audience. It also explains to students how marketing activities can contribute to business success by examining the effects of marketing decisions on business performance. This course aims to provide students with a basic understanding and skills in the field of marketing. |
| Name of Lecturer(s) |
| Öğr. Gör. F. Betül KARACA |
| Learning Outcomes |
| 1 | They define concepts related to marketing. | | 2 | They can speculate about economics and marketing. | | 3 | They are well versed in marketing components. | | 4 | They can develop strategies regarding marketing components. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Marketing Concept and Importance, Marketing Strategy and Planning, Consumer Behavior, Market Research, Marketing Communication and Promotion, Distribution Management, Marketing Ethics and Responsibility. |
| Weekly Detailed Course Contents |
|
| 1 | Definition of marketing and understanding of marketing. | | | | 2 | Changes in the new economy process and marketing. | | | | 3 | marketing environment | | | | 4 | Marketing information system and research | | | | 5 | Market segmentation and target market selection. | | | | 6 | Consumer behavior | | | | 7 | Organizational markets and purchasing behavior of organizational users. | | | | 8 | | midterm exam | | | 9 | Customer value, customer loyalty and customer relationships. | | | | 10 | Product | | | | 11 | innovation and new product development | | | | 12 | Price | | | | 13 | Place | | | | 14 | Promation | | | | 15 | an overview | | |
|
| Recommended or Required Reading |
| Prof.Dr.Cemal Yükselen Pazarlama İlkeleri |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Discussion | 14 | 2 | 28 |
| Question-Answer | 14 | 2 | 28 |
| Self Study | 14 | 3 | 42 |
| Individual Study for Mid term Examination | 2 | 15 | 30 |
| Individual Study for Final Examination | 2 | 15 | 30 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 1 | 2 | 1 | 2 | 2 | 2 | 2 | 2 | 3 | 1 | | LO2 | 3 | 3 | 3 | 4 | 2 | 2 | 3 | 4 | 3 | 2 | | LO3 | 3 | 3 | 2 | 3 | 3 | 4 | 2 | 1 | 4 | 3 | | LO4 | 4 | 3 | 3 | 2 | 4 | 2 | 2 | 2 | 2 | 4 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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