| Kodu | Dersin Adı | Yarıyıl | Süresi(T+U) | Kredisi | AKTS Kredisi |
|---|---|---|---|---|---|
| ISL226 | PAZARLAMA İLKELERİ | 4 | 3 | 3 | 6 |
DERS BİLGİLERİ |
|
|---|---|
| Dersin Öğretim Dili : | Türkçe |
| Dersin Düzeyi | BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
| Dersin Türü | Zorunlu |
| Dersin Veriliş Şekli | - |
| Dersin Koordinatörü | Assist.Prof. ÇAĞLA TUĞBERK ARIKER |
| Dersi Veren Öğretim Üyesi/Öğretim Görevlisi | Doç.Dr. ADNAN DUYGUN |
| Ders Ön Koşulu | Yok |
AMAÇ VE İÇERİK |
|
|---|---|
| Amaç: | The aim of this course is to enable students to master the basic issues and concepts related to marketing. |
| İçerik: | Basic marketing concepts, marketing environment, marketing information systems, consumer market and industrial markets, value, satisfaction, complaint and loyalty, market segmentation, target market selection and positioning, marketing mix and ethics in marketing. |
DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.) |
|---|
| Explain the basic concepts of marketing. |
| State the marketing environment. |
| Compare consumer markets and industrial markets. |
| Explain the concepts of customer value, satisfaction, complaint and loyalty. |
| Define the marketing mix. |
HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI |
|||
|---|---|---|---|
| Hafta | Ön Hazırlık | Konular | Yöntem |
| 1 | Relevant parts of course book | Basic Concepts About Marketing | Lecturing, samples |
| 2 | Relevant parts of course book | Marketing Environment | Lecturing, samples |
| 3 | Relevant parts of course book | Marketing Information Systems | Lecturing, samples |
| 4 | Relevant parts of course book | Consumer Market and Consumer Behavior | Lecturing, samples |
| 5 | Relevant parts of course book | Industrial Markets and Industrial Buyer Behavior | Lecturing, samples |
| 6 | Relevant parts of course book | Customer Value, Satisfaction, Complaint and Loyalty | Lecturing, samples |
| 7 | Relevant parts of course book | Market Segmentation, Target Market Selection and Positioning | Lecturing, samples |
| 8 | - | MID-TERM EXAM | - |
| 9 | Relevant parts of course book | Product and Brand Decisions | Lecturing, samples |
| 10 | Relevant parts of course book | Price and Pricing Decisions | Lecturing, samples |
| 11 | Relevant parts of course book | Distribution (Place) Decisions | Lecturing, samples |
| 12 | Relevant parts of course book | Retailing, Wholesaling and Logistics | Lecturing, samples |
| 13 | Relevant parts of course book | Promotion and Marketing Communication | Lecturing, samples |
| 14 | Relevant parts of course book | Advertising, Public Relations, Personal Selling and Sales Promotion | Lecturing, samples |
| 15 | Relevant parts of course book | Ethics in Marketing | Lecturing, samples |
| 16 | - | FINAL EXAM | - |
| 17 | - | FINAL EXAM | - |
KAYNAKLAR |
|---|
| Kotler, P. ve Armstrong, G. (2010). Principles of Marketing. Pearson Education. |
| Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2020). Pazarlama İlkeleri ve Yönetimi. 4. Baskı, Beta Yayınevi. |
| Kotler, P. ve Armstrong, G. (2018). Pazarlama İlkeleri. Beta Yayınevi. |
| Journal of Marketing |
| Pazarlama ve Pazarlama Araştırmaları Dergisi |
| Anıl, N. K. ve Eti İçli, G. (2022). Pazarlama İlkeleri. Eğitim Yayınevi. |
ÖLÇME VE DEĞERLENDİRME |
|||
|---|---|---|---|
| Yarıyıl İçi Yapılan Çalışmaların Ölçme ve Değerlendirmesi | Etkinlik Sayısı | Katkı Yüzdesi | Açıklama |
| (0) Etkisiz | (1) En Düşük | (2) Düşük | (3) Orta | (4) İyi | (5) Çok İyi |
|---|---|---|---|---|---|
| 0 | 1 | 2 | 3 | 4 | 5 |
| KNOWLEDGE | |||||||
|---|---|---|---|---|---|---|---|
| Theoretical | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Define the theories, concepts and principles of the basic and sub-fields of business.
|
5 | |||||
| 2 |
Explain business functions and processes based on current scientific sources.
|
4 | |||||
| KNOWLEDGE | |||||||
|---|---|---|---|---|---|---|---|
| Factual | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Relate internationally valid business cases with the theories and concepts of other social sciences.
|
3 | |||||
| SKILLS | |||||||
|---|---|---|---|---|---|---|---|
| Cognitive | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has.
|
4 | |||||
| SKILLS | |||||||
|---|---|---|---|---|---|---|---|
| Practical | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Use the theoretical and factual knowledge in business for occupational practices.
|
2 | |||||
| 2 |
Solve individual and organizational problems in business life.
|
3 | |||||
| 3 |
Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.
|
0 | |||||
| OCCUPATIONAL | |||||||
|---|---|---|---|---|---|---|---|
| Autonomy & Responsibility | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Plan research and work using knowledge and skills gained in the field of business.
|
3 | |||||
| 2 |
Organize the activities for organizational goals and purposes independently.
|
2 | |||||
| OCCUPATIONAL | |||||||
|---|---|---|---|---|---|---|---|
| Learning to Learn | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Criticize advanced knowledge and skills in the field with a critical approach.
|
2 | |||||
| 2 |
Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.
|
0 | |||||
| OCCUPATIONAL | |||||||
|---|---|---|---|---|---|---|---|
| Communication & Social | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Express his/her knowledge, thoughts and solutions on business to related stakeholders in written and verbal ways.
|
2 | |||||
| 2 |
Use the information and communication technology software and equipment required for business.
|
0 | |||||
| OCCUPATIONAL | |||||||
|---|---|---|---|---|---|---|---|
| Occupational and/or Vocational | |||||||
| Program Yeterlilikleri/Çıktıları | Katkı Düzeyi | ||||||
| 0 | 1 | 2 | 3 | 4 | 5 | ||
| 1 |
Apply the social, scientific, cultural and ethical values at the stages of the collection of data, their implementation, interpretation and announcement of results in the field of business.
|
1 | |||||
| 2 |
Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.
|
0 | |||||
DERSİN İŞ YÜKÜ VE AKTS KREDİSİ |
|||
|---|---|---|---|
| Öğrenme-Öğretme Etkinlikleri İş Yükü | |||
| Öğrenme-Öğretme Etkinlikleri | Etkinlik(hafta sayısı) | Süresi(saat sayısı) | Toplam İş Yükü |
| Lecture & In-Class Activities | 14 | 3 | 42 |
| Preliminary & Further Study | 14 | 3 | 42 |
| Land Surveying | 0 | 0 | 0 |
| Group Work | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Reading | 14 | 1 | 14 |
| Assignment (Homework) | 14 | 2 | 28 |
| Project Work | 0 | 0 | 0 |
| Seminar | 0 | 0 | 0 |
| Internship | 0 | 0 | 0 |
| Technical Visit | 0 | 0 | 0 |
| Web Based Learning | 0 | 0 | 0 |
| Implementation/Application/Practice | 0 | 0 | 0 |
| Practice at a workplace | 0 | 0 | 0 |
| Occupational Activity | 0 | 0 | 0 |
| Social Activity | 0 | 0 | 0 |
| Thesis Work | 0 | 0 | 0 |
| Field Study | 0 | 0 | 0 |
| Report Writing | 0 | 0 | 0 |
| Final Exam | 1 | 1 | 1 |
| Preparation for the Final Exam | 1 | 10 | 10 |
| Mid-Term Exam | 1 | 1 | 1 |
| Preparation for the Mid-Term Exam | 1 | 10 | 10 |
| Short Exam | 0 | 0 | 0 |
| Preparation for the Short Exam | 0 | 0 | 0 |
| TOTAL | 60 | 0 | 148 |
| Genel Toplam | 148 | ||
| Toplam İş Yükü / 25.5 | 5,8 | ||
| Dersin AKTS(ECTS) Kredisi | 6,0 |