PAZARLAMA İLKELERİ VE YÖNETİMİ DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu	Dersin Adı	Yarıyıl	Süresi(T+U)	Kredisi	AKTS Kredisi
IBY218	PAZARLAMA İLKELERİ VE YÖNETİMİ	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	Prof. ORHAN İŞCAN
Dersi Veren Öğretim Üyesi/Öğretim Görevlisi
Ders Ön Koşulu	Yok

AMAÇ VE İÇERİK
Amaç:	This course aims to make students develop a comprehensive marketing plan and apply course concepts to real or imaginary products.
İçerik:	The marketing concept and environment Identifying and understanding the customer – segmentation, targeting, positioning and consumer behaviour The use of marketing research and information systems The marketing mix – product, branding, pricing, distribution; channel issues and promotion Competitive forces and marketing planning Measuring performance An introduction to marketing ethics and social responsibility

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)
Describe marketing’s role in discovering and satisfying consumer’s needs, wants and behaviors
Determine market size through a target market analysis
Utilize environmental scanning to identify opportunities and threats in the marketing environment
Examine electronic commerce and interactive marketing and how they create customer value
Evaluate the electronic presence of various companies in the Marketplace
Analyze marketing factors that contribute to a product’s success or failure

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI
Hafta	Ön Hazırlık	Konular	Yöntem
1	Relevant parts of course book	Chapter 1: Marketing – Creating & Capturing Customer Value.	Lecturing
2	Relevant parts of course book	Chapter 2: Analysing the Marketing Environment	Lecturing
3	Relevant parts of course book	Chapter 3: Managing Marketing Information to Gain Customer Insights	Lecturing
4	Relevant parts of course book	Chapter 4: Consumer Markets & Consumer Buyer Behaviour	Lecturing
5	Relevant parts of course book	Chapter 5: Business Markets & Business Buyer Behaviour	Lecturing
6	Relevant parts of course book	Chapter 6: Customer-Driven Marketing Strategy – Creating Value for Target Customers	Lecturing
7	Relevant parts of course book	Chapter 7: Products, Services & Brands – Building Customer Value	Lecturing
8	-	MID-TERM EXAM	-
9	Relevant parts of course book	Chapter 8: New-Product Development & Product Life-Cycle Strategies	Lecturing
10	Relevant parts of course book	Chapter 9: Pricing – Understanding & Capturing Customer Value	Lecturing
11	Relevant parts of course book	Chapter 10: Marketing Channels: Delivering Customer Value	Lecturing
12	Relevant parts of course book	Chapter 11: Advertising & Public Relations	Lecturing
13	Relevant parts of course book	Chapter 12: Communicating Customer Value – Integrated Marketing Communications Strategy	Lecturing
14	Relevant parts of course book	Chapter 13: Personal Selling & Sales Promotion	Lecturing
15	Relevant parts of course book	Chapter 14: The Global Marketplace	Lecturing
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

KAYNAKLAR

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	Interpret the basic concepts, theories and approaches of business information management, programming and management information systems.						5
2	Explain concepts related to field by associating them with information systems and programming languages.		1

KNOWLEDGE
Factual
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Explain current information about the field with information and communication theories.					4
2	Relate the information and facts about his/her field with other areas of social sciences.					4

SKILLS
Cognitive
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Prepare the technical infrastructure and content of information management in businesses.			2
2	Integrate the theoretical knowledge about the field into today's technology				3

SKILLS
Practical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Apply the programming languages for the functioning of business.			2
2	Interpret the theoretical and practical information they obtained in their field.					4

OCCUPATIONAL
Autonomy & Responsibility
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Fulfill his/her duties and responsibilities related to the solution of problems arising in enterprises.						5
2	Conducts projects related with his/her field.					4

OCCUPATIONAL
Learning to Learn
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Integrate the technical information and approaches about his/her field to business management information processes.						5
2	Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.						5

OCCUPATIONAL
Communication & Social
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Cooperates with stakeholders in order to generate new ideas.						5
2	Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.						5

OCCUPATIONAL
Occupational and/or Vocational
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Students will be able to apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.					4
2	Write programs by using the programming languages related with his/her field.		1

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)	0	0	0
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	7	4	28
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	7	3	21
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	58	0	149