| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | MLY211.1B | Marketing | Elective | 2 | 3 | 5 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| To equip students with the basic knowledge of marketing. |
| Name of Lecturer(s) |
|
| Learning Outcomes |
| 1 | Define the basic principles and concepts of the marketing. | | 2 | Explain the importance of the marketing mix, marketing strategies and policies from the aspect of the marketing activities of the establishments. | | 3 | Present the markets in which the organizations will work and the marketing mix they will use according to their goals and targets. | | 4 | Determine the relationship between the marketing mix, marketing strategies and policies with the goals, consumer needs and competitor's strategies of the establishment. | | 5 | Summarize the marketing goals, targets and plans of the establishment. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Definition and characteristics of marketing, development of marketing, marketing environment, consumer markets and consumer behaviours, determination of target market, product policy, price decisions, distribution channel and physical distribution, promotion decisions, control and social resposibility in marketing. |
| Weekly Detailed Course Contents |
|
| 1 | Definiton of marketing and sense of marketing | | | | 2 | Definiton of marketing and sense of marketing | | | | 3 | Market and marketing environment | | | | 4 | Consumer markets and consumer behaviours | | | | 5 | Consumer markets and consumer behaviours | | | | 6 | Marketing information system and marketing research | | | | 7 | Determination of target market (market segmentation, policies for accessing the target market and positioning) | | | | 8 | Mid-term Exam | | | | 9 | Product concept and product management | | | | 10 | Product concept and product management | | | | 11 | Price and pricing (pricing objects, strategies and policies) | | | | 12 | Promotion methods (advertising, sales promotion, public relations, personal selling and direct marketing) | | | | 13 | Distribution channels and distribution politics | | | | 14 | Physical channel and function of physical distribution | | | | 15 | Control and social responsibility in marketing | | |
|
| Recommended or Required Reading |
| İslamoğlu, A. H. 2012; Temel Pazarlama Bilgisi, Beta Yayınları, 4. Baskı, İstanbul.
Mucuk, İ. 2004; Pazarlama İlkeleri, Türkmen Kitabevi, Yenilenmiş 14.Basım, İstanbul. |
| 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 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 14 | 3 | 42 |
| Individual Study for Mid term Examination | 1 | 30 | 30 |
| Individual Study for Final Examination | 1 | 35 | 35 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 1 | 1 | 4 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | | LO2 | 1 | 1 | 4 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | | LO3 | 2 | 1 | 4 | 1 | 1 | 1 | 2 | 1 | 1 | 1 | 1 | | LO4 | 1 | 1 | 4 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | | LO5 | 1 | 1 | 3 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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