| Course Objectives: |
Marketing process, marketing plan, marketing strategies, marketing information system, market research and its types, market segmentation, target market selection, product life cycles, new product development, pricing, distribution channels and distribution policies, direct marketing, consumer behavior, competitive strategies, integrated marketing communication and positioning. |
| Course Content: |
Marketing process, marketing plan, marketing strategies, marketing information system, market research and its types, market segmentation, target market selection, product life cycles, new product development, pricing, distribution channels and distribution policies, direct marketing, consumer behavior, competitive strategies, integrated marketing communication and positioning. |
| Week |
Subject |
Related Preparation |
| 1) |
This first chapter introduces you to the basic concepts of marketing. We start with the question: What is marketing? Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for customers in order to capture value from customers in return. Next we discuss the five steps in the marketing process—from understanding customer needs, to designing customer value–driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm. Finally, we discuss the major trends and forces affecting marketing in this new age of digital, mobile, and social media. Understanding these basic concepts and forming your own ideas about what they really mean to you will provide a solid foundation for all that follows. |
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| 2) |
In the first chapter, we explored the marketing process by which companies create value for customers to capture value from them in return. In this chapter, we dig deeper into steps two and three of that process: designing customer value–driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to engage customers and create value for them. We then examine marketing strategy and planning—how marketers choose target markets, position their market offerings, develop a marketing mix, and manage their marketing programs. Finally, we look at the important step of measuring and managing marketing return on investment (marketing ROI) |
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| 3) |
In this chapter, you’ll see that marketing operates in a complex and changing environment. Other actors in this environment—suppliers, intermediaries, customers, competitors, publics, and others—may work with or against the company. Major environmental forces—demographic, economic, natural, technological, political, and cultural—shape marketing opportunities, pose threats, and affect the company’s ability to engage customers and build customer relationships. To develop effective marketing strategies, a company must first understand the environment in which marketing operates |
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| 4) |
In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about important marketplace elements: customers, competitors, products, and marketing programs. To succeed in today’s marketplace, companies must know how to turn mountains of marketing information into fresh customer insights that will help them engage customers and deliver greater value to them. |
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| 5) |
In this chapter, we take a closer look at the most important element of the marketplace—customers. The aim of marketing is to engage customers and affect how they think and act. To affect the whats, whens, and hows of buyer behavior, marketers must first understand the whys. In this chapter, we look at final consumer buying influences and processes. In the next chapter, we’ll study the buyer behavior of business customers. You’ll see that understanding buyer behavior is an essential but very difficult task. |
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| 6) |
In this chapter, we’ll do the same for business customers— those that buy goods and services for use in producing their own products and services or for resale to others. As when selling to final buyers, firms marketing to businesses must engage business customers and build profitable relationships with them by creating superior customer value |
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| 7) |
This chapter looks further into key customer value–driven marketing strategy decisions—dividing up markets into meaningful customer groups (segmentation), choosing which customer groups to serve (targeting), creating market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). The chapters that follow explore the tactical marketing tools—the four Ps—by which marketers bring these strategies to life. |
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| 8) |
In this chapter, we will study how companies develop and manage products, services, and brands. Then, in the chapters that follow, we look at pricing, distribution, and marketing communication tools. The product and brand are usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? As it turns out, the answer is not so simple. |
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| 9) |
The first part of this chapter lays out a process for finding and growing successful new products. Once introduced, marketers then want their products to enjoy long and happy lives. In the second part of this chapter, you’ll see that every product passes through several life-cycle stages, and each stage poses new challenges requiring different marketing strategies and tactics. Finally, we wrap up our product discussion by looking at two additional considerations: social responsibility in product decisions and international product and services marketin |
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| 10) |
In this chapter, we look at the second major marketing mix tool—pricing. If effective product development, promotion, and distribution sow the seeds of business success, effective pricing is the harvest. Firms successful at creating customer value with the other marketing mix activities must still capture some of this value in the prices they earn. In this chapter, we discuss the importance of pricing, dig into three major pricing strategies, and look at internal and external considerations that affect pricing decisions. In the next chapter, we examine some additional pricing considerations and approaches. |
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| 11) |
In this chapter, we’ll look at some additional pricing considerations: new product pricing, product mix pricing, price adjustments, and initiating and reacting to price changes. We close the chapter with a discussion of public policy and pricing. |
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| 12) |
The first part of this chapter explores the nature of marketing channels and the marketer’s channel design and management decisions. We then examine physical distribution—or logistics—an area that has grown dramatically in importance and sophistication. In the next chapter, we’ll look more closely at two major channel intermediaries: retailers and wholesalers. |
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| 13) |
In this chapter, we examine the characteristics of different kinds of retailers and wholesalers, the marketing decisions they make, and trends for the future. |
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| 14) |
We’ll begin by introducing the various promotion mix tools. Next, we’ll examine the rapidly changing communications environment—especially the addition of digital, mobile, and social media—and the need for integrated marketing communications. Finally, we discuss the steps in developing marketing communications and the promotion budgeting process. In the next three chapters, we’ll present the specific marketing communications tools: advertising and public relations. |
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Program Outcomes |
Level of Contribution |
| 1) |
It has a wide range of interdisciplinary approaches to management information systems, primarily business and computer engineering. |
2 |
| 2) |
Comprehends the management information systems in terms of technical, organizational and managerial aspects and uses the current programming language by knowing the logic of programming. |
3 |
| 3) |
Uses different information technologies and systems for understanding and solving various business problems. |
2 |
| 4) |
Interpret the data, concepts and ideas in the field of management information systems with scientific and technological methods. |
3 |
| 5) |
Analyze the needs for an information system and analyze the processes of analysis, design and implementation of the database. |
3 |
| 6) |
Gains technical and managerial contributions to IT projects and takes responsibility. |
3 |
| 7) |
Solve complex business and informatics problems by using various statistical techniques and numerical methods and make analyzes using statistical programs effectively. |
2 |
| 8) |
Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. |
2 |
| 9) |
Develops teamwork, negotiation, leadership and entrepreneurship skills. |
3 |
| 10) |
Has universal ethical values, social responsibility awareness and sufficient legal knowledge. |
3 |
| 11) |
Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. |
3 |
| 12) |
Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. |
3 |
| 13) |
It uses information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
2 |
ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
