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PAZARLAMAYA GİRİŞ PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
ISL109 PAZARLAMAYA GİRİŞ 1 3 3 4

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Compulsory
Mode of Delivery of the Course Unit -
Coordinator of the Course Unit Assoc.Prof. ÇAĞLA TUĞBERK ARIKER
Instructor(s) of the Course Unit Assoc.Prof. ADNAN DUYGUN
Course Prerequisite No

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: The aim of this course is to ensure that students gain a solid understanding of fundamental topics and concepts related to marketing.
Contents of the Course Unit: Basic marketing concepts, the marketing environment, marketing information systems, consumer and industrial markets, value, satisfaction, complaint and loyalty, market segmentation, target market selection and positioning, the marketing mix, and ethics in marketing are covered.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Explains the basic concepts of marketing.
Expresses to the marketing environment.
Compare consumer markets and industrial markets.
Explains the concepts of customer value, satisfaction, complaints and loyalty.
Defines the marketing mix.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Relevant sections of resources Fundamental Concepts of Marketing -
2 Relevant sections of resources Marketing Environment -
3 Relevant sections of resources Marketing Information Systems -
4 Relevant sections of resources Consumer Markets and Consumer Behavior -
5 Relevant sections of resources Industrial Markets and Organizational Buying Behavior -
6 Relevant sections of resources Customer Value, Satisfaction, Complaints, and Loyalty -
7 Relevant sections of resources Market Segmentation, Target Market Selection, and Positioning -
8 - MID-TERM EXAM -
9 Relevant sections of resources Product and Brand Decisions -
10 Relevant sections of resources Pricing and Pricing Strategies -
11 Relevant sections of resources Distribution Decisions -
12 Relevant sections of resources Retailing, Wholesaling, and Logistics -
13 Relevant sections of resources Promotion and Marketing Communication -
14 Relevant sections of resources Advertising, Public Relations, Personal Selling, and Sales Promotion -
15 Relevant sections of resources Ethics in Marketing -
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Kotler, P. ve Armstrong, G. (2010). Princples of Marketing. Pearson Education.
Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2020). Pazarlama İlkeleri ve Yönetim. 4. Baskı, Beta Yayınevi.
Kotler, P. ve Armstrong, G. (2018). Pazarlama İlkeler,. Beta Yayınevi.
Journal of Marketing
Pazarlama ve Pazarlama Araştırmaları Dergisi
Anıl, N. K. ve Et İçli, G. (2022). Pazarlama İlkeleri. Eğitim Yayınevi.

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description Examination Method
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate internationally valid business cases with the theories and concepts of other social sciences.
5

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
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

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
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 0 0 0
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 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 32 0 106
Total Workload of the Course Unit 106
Workload (h) / 25.5 4,2
ECTS Credits allocated for the Course Unit 4,0