MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
SHE244	MARKETING	3	2	2	4

GENERAL INFORMATION
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
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)
• 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
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
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
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to teamwork					4
2	Identify vocational problems and resolve them effectively					4
3	Comprehend, appreciate and comply with cultural and social responsibilities					4
4	Develop an awareness for life long learning					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Comply with occupational ethics and sense of responsibility					4
2	Utilize the theoretical information they have acquired in applications and practices						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to have knowledge about sectoral issues.						5
2	Manage a process effectively to meet the demands.						5
3	Within the framework of regulations and procedures for implementation and to find solutions for problems.			2

SKILLS
Practical
	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.					4
2	Encountered in practice or as a team member to take responsibility for unforeseen problems						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Change and innovation are welcome.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Critically evaluates the acquired knowledge and skills.					4

OCCUPATIONAL
Communication & Social
	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.				3
2	Developments, will be able to follow trends and forecasts. Follow the latest developments related to the field and profession.					4

OCCUPATIONAL
Occupational and/or Vocational
	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.					4
2	To analyze information about the area and has the skills to interpret and evaluate.					4

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	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