PAZARLAMA İLKELERİ DERS TANITIM VE UYGULAMA BİLGİLERİ

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
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.						5

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.						5

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.						5

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.					4
2	Solve individual and organizational problems in business life.					4
3	Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.		1

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.			2
2	Organize the activities for organizational goals and purposes independently.		1

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.		1
2	Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.				3

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.		1
2	Use the information and communication technology software and equipment required for business.		1

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.				3

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