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 AHMET BURAK TURGUT
Instructor(s) of the Course Unit
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	Teamwork skills					4
2	Ability to identify and solve problems in professional practice					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Awareness of professional ethics and responsibility						5
2	Ability to use theoretical knowledge in practice						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to understand, adopt and apply social cultural and social responsibilities						5
2	Ability to manage a process to meet requirements						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The awareness of the necessity of lifelong learning and the ability to realize it						5
2	To be able to have knowledge about sectoral problems			2

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to understand and apply professional legislation			2
2	Ability to communicate in a foreign language					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to use information and communication technology tools and other professional tools and techniques					4
2	Ability to plan and implement professional processes					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Ability to communicate effectively						5
2	Professional self-confidence skills						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Entrepreneurship skills					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