Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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SHE244 | MARKETING | 3 | 2 | 2 | 4 |
GENERAL INFORMATION |
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Language of Instruction : | English |
Level of the Course Unit : | ASSOCIATE DEGREE, TYY: + 5.Level, EQF-LLL: 5.Level, QF-EHEA: Short Cycle |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Lecturer TAHİR GÜRDİL |
Instructor(s) of the Course Unit | Lecturer AHMET BURAK TURGUT |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | Teaching Marketing knowledge and concepts in English. |
Contents of the Course Unit: | Teaching the concept of Marketing terms and language through the topics as "Jobs and responsibilities", "Corporate identity, logos", "Branding", "Market research", "Customer profiles", "Data collection", "A telephone survey", "The marketing plan", "The four Ps", "Pricing and positioning strategies", "The AIDA model for advertising", "Working with an ad agency", "Advertising channels", "Rate sheets", "Distribution channels", "Types of discount", "Types of retailer", "Telemarketing", "Direct marketing", "Public relations", "Websites as a marketing tool", "Sponsoring", "Effective press releases", "Giveaways", "Organizing events" and "Attending a trade fair". |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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• Talking about job descriptions • Presenting your ideas |
• Giving and asking for opinions • Agreeing and disagreeing • Market research terms • Asking questions • Writing reports |
• Writing emails • Writing a positioning strategy • Giving a presentation |
• Discussing an ad campaign • Giving feedback |
• Telephoning – getting through • Writing to the customer (direct mailing) |
• Getting customer quotes • Writing press releases • Writing a holiday letter |
• The language of trade fairs • Socializing • Reporting on a trade fair visit |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading the relevant unit | Introduction to marketing and advertising | Lecture and Answering the Questions |
2 | Reading the relevant unit | Finding the customer | Lecture and Answering the Questions |
3 | Reading the relevant unit | Finding the customer (cont.) | Lecture and Answering the Questions |
4 | Reading the relevant unit | Planning a marketing strategy | Lecture and Answering the Questions |
5 | Reading the relevant unit | Planning a marketing strategy (cont.) | Lecture and Answering the Questions |
6 | Reading the relevant unit | Creating ads | Lecture and Answering the Questions |
7 | Reading the relevant unit | Creating ads (cont.) | Lecture and Answering the Questions |
8 | - | MID-TERM EXAM | - |
9 | Reading the relevant unit | Marketing tools | Lecture and Answering the Questions |
10 | Reading the relevant unit | Marketing tools (cont.) | Lecture and Answering the Questions |
11 | Reading the relevant unit | Presenting your public face | Lecture and Answering the Questions |
12 | Reading the relevant unit | Presenting your public face (cont.) | Lecture and Answering the Questions |
13 | Reading the relevant unit | Marketing through trade fairs | Lecture and Answering the Questions |
14 | Reading the relevant unit | Marketing through trade fairs (cont.) | Lecture and Answering the Questions |
15 | Reading the previous units | General review | Lecture and Answering the Questions |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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English for Marketing & Advertising by Sylee Gore - Oxford (2007) |
Professional English in Use: Marketing by Cate Farrall & Marianne Lindsley - Cambridge (2008) |
Marketing Management in Turkey: Cases and Challenges by Donald N. Thompson – Gazi Kitabevi (2005) |
A Preface to Marketing Management by J. Paul Peter & James H. Donnelly, Jr. – McGraw Hill (2015) |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Ability to teamwork
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4 | |||||
2 |
Identify vocational problems and resolve them effectively
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4 | |||||
3 |
Comprehend, appreciate and comply with cultural and social responsibilities
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4 | |||||
4 |
Develop an awareness for life long learning
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4 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Comply with occupational ethics and sense of responsibility
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4 | |||||
2 |
Utilize the theoretical information they have acquired in applications and practices
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5 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Ability to have knowledge about sectoral issues.
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5 | |||||
2 |
Manage a process effectively to meet the demands.
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5 | |||||
3 |
Within the framework of regulations and procedures for implementation and to find solutions for problems.
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2 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Civil aviation field statistical research skills and the ability to think about, has the ability to foresee the consequences of strategic decisions and develop skills.
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4 | |||||
2 |
Encountered in practice or as a team member to take responsibility for unforeseen problems
|
5 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Change and innovation are welcome.
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5 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Critically evaluates the acquired knowledge and skills.
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4 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Basic and is dominated by professional English, has the necessary qualifications to use the operating system in an active way for the profession.
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3 | |||||
2 |
Developments, will be able to follow trends and forecasts. Follow the latest developments related to the field and profession.
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4 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
It has the ability to reflect on the ethical and professional responsibilities.
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4 | |||||
2 |
To analyze information about the area and has the skills to interpret and evaluate.
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4 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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Type of the Learning Activites | Learning Activities (# of week) | Duration (hours, h) | Workload (h) |
Lecture & In-Class Activities | 14 | 2 | 28 |
Preliminary & Further Study | 5 | 10 | 50 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 3 | 8 | 24 |
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 | 0 | 0 | 0 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 0 | 0 | 0 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 24 | 0 | 104 |
Total Workload of the Course Unit | 104 | ||
Workload (h) / 25.5 | 4,1 | ||
ECTS Credits allocated for the Course Unit | 4,0 |