Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
2İŞL204Marketing Principles0+0+00024.05.2023
Course Details
Language of Instruction Turkish
Level of Course Unit Master's Degree
Department / Program Business (With Thesis)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course This course aims to adapt the past strategies to today's technology and global market environment by addressing the phases of Marketing, to differentiate by seeing the advanced changes and to adopt appropriate strategies for the consumer.
Course Content Recognizing marketing concepts, learning market types and environmental factors, understanding 4p Strategies which are elements of Marketing Mix, understanding consumer behavior of changing market environments and understanding the effect of innovations on marketing activities.
Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. Yakup DURMAZ
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014)
İsmet Mucuk: Pazarlama İlkeleri, (2019)
Course Notes The course has no prerequisites.

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 15 3 45
Mid-terms 1 20 20
Final examination 1 40 40
Total Work Load   Number of ECTS Credits 5 150

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explains the basic concepts of marketing by giving examples.
2 Interprets the relationship between marketing and other disciplines.
3 Understands the micro and macro environmental factors of marketing and the relationship between them.
4 Analyze the marketing information system.
5 Explain the factors affecting the purchasing behavior of the consumer.
6 Understand the concepts of market segmentation and positioning.
7 Explain the elements of the marketing mix and the relationship between them.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction (The purpose of the Marketing Principles course and the main sources, reading list, giving information about student obligations. Introduction to Marketing.) Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
2 Historical Development of Marketing (Introduction to marketing, definition of marketing concept, explanation of basic concepts, development of marketing understanding (approaches).) Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
3 Environmental Factors of Marketing (Market and marketing environment. Concept of market and characteristics of consumer and industrial market. Relations between marketing and environment. Analysis of macro and micro environmental factors) Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
4 Consumer behavior (Consumer decision-making process. Internal (psychological) and external (socio-cultural) factors affecting consumer behavior.). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
5 Marketing Information Systems (Marketing research and the marketing research process). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
6 Market Segmentation (Market segmentation, positioning and selection of target market.). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
7 Product Decisions (Product and product management: Product concept, product types and product strategies in marketing). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
8 Midterm Exam -
9 Product Decisions (Product and product management: Product mix, new product concept and product lifecycle. Branding and branding strategies. Packaging). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
10 Pricing Decisions (Importance of price decisions. Factors affecting pricing. Purposes of pricing.). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
11 Pricing Decisions (Pricing policies and pricing methods). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
12 Promotion Decisions (Marketing Communication) (Promotion: Promotion decisions and strategies. Advertising and public relations). Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
13 Promotion (Marketing Communication) (Promotion: Personal selling and sales promotion and Direct Marketing) Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
14 Distribution Decisions (Distribution: Distribution decisions. Main distribution channels. Management of distribution channels. Wholesale and retailing) Vasfi Nadir Tekin : Pazarlama İlkeleri, (2014) İsmet Mucuk: Pazarlama İlkeleri, (2019)
15 Final Exam -

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 5
C2 5 4 2
C3 5 4 2 1 1
C4 5 4 3 1 3 2
C5 5 4 1 2 2
C6 5 4 2 4 1 1 3 2
C7 5 2 4 1 2

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant