| Industrial and Systems Engineering (English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | UNI331 | ||||
| Course Name: | Introduction to Marketing | ||||
| Semester: | Fall | ||||
| Course Credits: |
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| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. ALPASLAN KELLECİ | ||||
| Course Lecturer(s): | Alpaslan Kelleci, Faculty Member, PhD | ||||
| Course Assistants: |
| Course Objectives: | This course provides a comprehensive introduction to contemporary marketing practices. When students complete this course, they will be able to: • Understand basic marketing concepts and their real-world applications • Ability to apply state-of-the-art frameworks and techniques to analyze marketing problems. • Analyzing and developing a marketing plan This course examines both marketing theory and practice. We will examine established concepts, frameworks, techniques, case studies and discuss practical ways to approach marketing problems. |
| Course Content: | Topics to be covered include market planning, market research, consumer behavior, advertising and promotion, branding, marketing strategy, distribution, pricing, product management, global and sustainable marketing. In addition to assignments focusing on the launch of a new product, students will apply theories to a variety of real-life examples and cases throughout the course. |
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The students who have succeeded in this course;
1) Understand marketing as a process and a function 2) Understand the tools used for market segmentation and planning 3) Understand the elements of the marketing mix and their role in developing and delivering value to customers 4) Understand the importance of marketing in creating a sustainable competitive advantage 5) Understand and assess the opportunities and challenges organizations can face in today’s rapidly changing business environment and how these shape the marketing decision-making process |
| Week | Subject | Related Preparation |
| 1) | Introduction to Marketing | |
| 2) | Global, Ethical and Sustainable Marketing | |
| 3) | Strategic Market Planning | |
| 4) | Market Research and Marketing Analytics | |
| 5) | Marketing Strategy: Segmentation, Targeting and Positioning | |
| 6) | Consumer and Business Markets: Consumer Behavior and B2B Marketing | |
| 7) | Product Management 1: Innovation and New Product Development | |
| 8) | Product Management 2: Product Strategy and Branding | |
| 9) | Advertising and Sales Promotions | |
| 10) | Personal Selling, PR, Social Media and Direct/Database Marketing | |
| 11) | Pricing | |
| 12) | Distribution - Delivery and Strategy | |
| 13) | Services Marketing and Retailing | |
| 14) | Revision |
| Course Notes / Textbooks: | Ders notları/Lecture Notes Slaytlar/Slides |
| References: | Philip Kotler & Gary Armstrong - Principles of Marketing, Eighteenth Edition, Global Edition, Pearson |
| Course Learning Outcomes | 1 |
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| Program Outcomes | ||||||||||||
| 1) Acquires sufficient accumulation of knowledge in natural and applied sciences, engineering and technology, and has the ability to design, and identify/formulate/solve problems related to, complex manufacturing and service systems using this knowledge. | ||||||||||||
| 2) Possesses the ability to select and apply appropriate methods for analysing integrated systems comprising humans, knowledge, raw materials and energy; to acquire, process and interpret data; and to reach conclusions using her/his engineering skills. | ||||||||||||
| 3) Has the ability to select and efficiently use engineering design principles along with appropriate analytical, computational and experimental engineering techniques in order to optimize outputs related to various systems under realistic constraints. | ||||||||||||
| 4) Possesses the skills to select from among and efficiently use modern technologies, equipment, software and software languages in applications related to her/his respective field. | ||||||||||||
| 5) Possesses the ability to produce industry-focused solutions that are able to contribute to social health, safety and welfare, while being cognizant of global, cultural, societal, economical and environmental matters. | ||||||||||||
| 6) Has the awareness to take decisions ethically, professionally and without overlooking her/his legal responsibilities in situations related to her/his professions. | ||||||||||||
| 7) Has the awareness about contemporary issues such as sustainability, entrepreneurship and innovation; and the ability to comprehend the impacts of these notions on her/his profession. | ||||||||||||
| 8) Has the skills to communicate and make presentations to a level that will allow her/him to effectively make an exchange of information and experience both verbally and in written and with various communities related to her/his area. | ||||||||||||
| 9) Is able to use a foreign language at least at B1 level, measured in terms of the European Language Portfolio criterion. | ||||||||||||
| 10) In cognizance of life-long learning, possesses the ability to follow and adapt to changes that may arise in her/his field and reflect them into her/his profession. | ||||||||||||
| 11) Has the ability to work efficiently in interdisciplinary projects, be open to collaboration and take initiative when necessary, manage risks, plan activities and develop strategies. | ||||||||||||
| 12) She has the ability to follow new approaches in the field of human-machine interaction and artificial intelligence and apply them to problems in her field. | ||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Acquires sufficient accumulation of knowledge in natural and applied sciences, engineering and technology, and has the ability to design, and identify/formulate/solve problems related to, complex manufacturing and service systems using this knowledge. | |
| 2) | Possesses the ability to select and apply appropriate methods for analysing integrated systems comprising humans, knowledge, raw materials and energy; to acquire, process and interpret data; and to reach conclusions using her/his engineering skills. | |
| 3) | Has the ability to select and efficiently use engineering design principles along with appropriate analytical, computational and experimental engineering techniques in order to optimize outputs related to various systems under realistic constraints. | |
| 4) | Possesses the skills to select from among and efficiently use modern technologies, equipment, software and software languages in applications related to her/his respective field. | |
| 5) | Possesses the ability to produce industry-focused solutions that are able to contribute to social health, safety and welfare, while being cognizant of global, cultural, societal, economical and environmental matters. | |
| 6) | Has the awareness to take decisions ethically, professionally and without overlooking her/his legal responsibilities in situations related to her/his professions. | |
| 7) | Has the awareness about contemporary issues such as sustainability, entrepreneurship and innovation; and the ability to comprehend the impacts of these notions on her/his profession. | |
| 8) | Has the skills to communicate and make presentations to a level that will allow her/him to effectively make an exchange of information and experience both verbally and in written and with various communities related to her/his area. | |
| 9) | Is able to use a foreign language at least at B1 level, measured in terms of the European Language Portfolio criterion. | |
| 10) | In cognizance of life-long learning, possesses the ability to follow and adapt to changes that may arise in her/his field and reflect them into her/his profession. | |
| 11) | Has the ability to work efficiently in interdisciplinary projects, be open to collaboration and take initiative when necessary, manage risks, plan activities and develop strategies. | |
| 12) | She has the ability to follow new approaches in the field of human-machine interaction and artificial intelligence and apply them to problems in her field. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 0 |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 0 | 3 | 42 | |||
| Midterms | 1 | 30 | 1 | 31 | |||
| Final | 1 | 50 | 1 | 51 | |||
| Total Workload | 124 | ||||||