Business Administration (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. |
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) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | ||||||||||||||
1) Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | ||||||||||||||
2) They have knowledge and skills about different functions and interactions of the enterprise. | ||||||||||||||
3) They can use different theoretical approaches to understanding and solving various business problems. | ||||||||||||||
4) Being aware of the needs of society, they use business knowledge to meet these needs. | ||||||||||||||
5) They have knowledge depthly about current problems of Turkey and Global Business World’s | ||||||||||||||
6) They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | ||||||||||||||
7) They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | ||||||||||||||
8) They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | ||||||||||||||
9) They can develops teamwork, negotiation, leadership and entrepreneurship skills. | ||||||||||||||
10) They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | ||||||||||||||
11) They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | ||||||||||||||
12) They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | ||||||||||||||
13) They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution | |
1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | |
1) | Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. | |
2) | They have knowledge and skills about different functions and interactions of the enterprise. | |
3) | They can use different theoretical approaches to understanding and solving various business problems. | |
4) | Being aware of the needs of society, they use business knowledge to meet these needs. | |
5) | They have knowledge depthly about current problems of Turkey and Global Business World’s | |
6) | They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. | |
7) | They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. | |
8) | They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. | |
9) | They can develops teamwork, negotiation, leadership and entrepreneurship skills. | |
10) | They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. | |
11) | They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. | |
12) | They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. | |
13) | They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the 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 |