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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

UNI331

Course Name:

Introduction to Marketing

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Dr. Öğr. Üy. ALPASLAN KELLECİ

Course Lecturer(s):

Alpaslan Kelleci, Faculty Member, PhD

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

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

Course Flow Plan

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

Sources

Course Notes / Textbooks:	Ders notları/Lecture Notes Slaytlar/Slides
References:	Philip Kotler & Gary Armstrong - Principles of Marketing, Eighteenth Edition, Global Edition, Pearson

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5
Program Outcomes
1) By providing both theoretical and practical education, it prepares students for academic and business life.
2) It provides a critical perspective on mass media.
3) With the English curriculum, it allows students to follow the international market and academic studies from original sources.
4) Students will be an expert in front of the camera, behind-the-scenes, news center, light, sound, editing, directing, cinematography, screenwriting.
5) Thanks to the media professionals, the students will be ready for the sector.
6) Acquires production skills such as short and medium films, screenplays, documentaries and TV programs.
7) Have the basic knowledge and experience of image technologies.
8) Thanks to sectoral cooperation, professional business life will be started.
9) Through an applied curriculum, students gain an interdisciplinary perspective on different media studies.
10) With the technical training to be taken in studio environment, students gain experience in the sector.
11) They will have skills such as negotiating with the group, taking initiative.
12) Acquire basic values related to media and business ethics.
13) Follow the developments in the field and communicate with colleagues by using a foreign language at least at the level of European Language Portfolio B1.
14) Students use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	By providing both theoretical and practical education, it prepares students for academic and business life.
2)	It provides a critical perspective on mass media.
3)	With the English curriculum, it allows students to follow the international market and academic studies from original sources.
4)	Students will be an expert in front of the camera, behind-the-scenes, news center, light, sound, editing, directing, cinematography, screenwriting.
5)	Thanks to the media professionals, the students will be ready for the sector.
6)	Acquires production skills such as short and medium films, screenplays, documentaries and TV programs.
7)	Have the basic knowledge and experience of image technologies.
8)	Thanks to sectoral cooperation, professional business life will be started.
9)	Through an applied curriculum, students gain an interdisciplinary perspective on different media studies.
10)	With the technical training to be taken in studio environment, students gain experience in the sector.
11)	They will have skills such as negotiating with the group, taking initiative.
12)	Acquire basic values related to media and business ethics.
13)	Follow the developments in the field and communicate with colleagues by using a foreign language at least at the level of European Language Portfolio B1.
14)	Students use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field.

Assessment & Grading

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

Workload and ECTS Credit Calculation

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