| Economics (English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | UNI331 | ||||
| Course Name: | Introduction to Marketing | ||||
| Semester: | Spring | ||||
| Course Credits: |
|
||||
| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
|
||||
| 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. |
|
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 |
2 |
3 |
4 |
5 |
||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Program Outcomes | |||||||||||||
| 1) They have a broad and interdisciplinary perspective on economics using other social sciences and mathematics. | |||||||||||||
| 2) They have knowledge and skill about different functions and interactions of economy. | |||||||||||||
| 3) They use different theoretical approaches to comprehend and solve various economic problems. | |||||||||||||
| 4) They are aware of the needs of society and use their knowledge of economics to meet these needs. | |||||||||||||
| 5) They have in-depth knowledge on the current issues of the Turkish economy and the global economy. | |||||||||||||
| 6) They have in-depth knowledge on the history of the Turkish economy and basic level knowledge on the history of the global economy. | |||||||||||||
| 7) Using various statistical techniques and numerical methods, they establish correct economic models and make analyzes by using statistical programs effectively. | |||||||||||||
| 8) They use a foreign language at least at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | |||||||||||||
| 9) They improve their skills of teamwork, negotiation, leadership and entrepreneurship. | |||||||||||||
| 10) They have universal ethical values, social responsibility awareness and adequate knowledge of business law. | |||||||||||||
| 11) Being able to develop positive attitudes with regards to lifelong learning, they identify their individual learning needs and carry out studies to fulfil them. | |||||||||||||
| 12) They express their ideas and solution proposals concerning their field both written and orally, and present and publish them on both national and international platforms. | |||||||||||||
| 13) They use information and communication technologies together with a computer software required by the field at least at advanced level of European Computer Driving License . | |||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | They have a broad and interdisciplinary perspective on economics using other social sciences and mathematics. | |
| 2) | They have knowledge and skill about different functions and interactions of economy. | |
| 3) | They use different theoretical approaches to comprehend and solve various economic problems. | |
| 4) | They are aware of the needs of society and use their knowledge of economics to meet these needs. | |
| 5) | They have in-depth knowledge on the current issues of the Turkish economy and the global economy. | |
| 6) | They have in-depth knowledge on the history of the Turkish economy and basic level knowledge on the history of the global economy. | |
| 7) | Using various statistical techniques and numerical methods, they establish correct economic models and make analyzes by using statistical programs effectively. | |
| 8) | They use a foreign language at least at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | |
| 9) | They improve their skills of teamwork, negotiation, leadership and entrepreneurship. | |
| 10) | They have universal ethical values, social responsibility awareness and adequate knowledge of business law. | |
| 11) | Being able to develop positive attitudes with regards to lifelong learning, they identify their individual learning needs and carry out studies to fulfil them. | |
| 12) | They express their ideas and solution proposals concerning their field both written and orally, and present and publish them on both national and international platforms. | |
| 13) | They use information and communication technologies together with a computer software required by the field at least at advanced level of European Computer Driving License . |
| 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 | ||||||