INTRODUCTION TO MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
UTY112	INTRODUCTION TO MARKETING	2	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to enable students to understand the marketing concept and marketing process, to develop marketing opportunities and strategies; administration of marketing components (Goods, price, distribution, promotion, positioning) in the marketing management process.
Contents of the Course Unit:	Contents of the course include the subjects as in definition of marketing and its environment, the role and importance of marketing, industrial markets, international markets, consumer markets and consumer buying behaviour, industrial markets and industrial buying behaviour, classification, targeting and positioning, creating the right relationship with the right customers, market and marketing research.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Apply the basic functions of marketing.
Plan the marketing activities.
Create marketing solutions to meet the needs of companies.
Analyze the business management solutions in marketing field.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Presentation Analysis, Literature Review	Definition, Scope, Features of Marketing, Goods and Concepts in Good	Lecture Discussion
2	Presentation Analysis, Literature Review	Marketing Administration; Concepts in Marketing Administration, Environmental Conditions in Marketing; Special Environmental Conditions (Operational Conditions, Non-operating Conditions); General Environmental Conditions	Lecture Discussion
3	Literature Review, Reading the related subject in the coursebook	Marketing Concept and its types; creating marketing; buying behaviour in marketing; factors effecting consumer buying behaviour	Lecture Discussion
4	Literature Review, Reading the related subject in the coursebook	Decision-making process in Buying; buying behaviour in various markets; buying behaviour in international markets	Lecture Discussion
5	Literature Review, Reading the related subject in the coursebook	Deciding on the target market; consumer market classification; markets of manufacturers, intermediaries and organizations	Lecture Discussion
6	Literature Review, Reading the related subject in the coursebook	Information System Administration in Marketing	Lecture Discussion
7	Presentation Analysis, Literature Review	classification, targeting and positioning: creating the right relationship with the right customers	Lecture Discussion
8	-	MID-TERM EXAM	-
9	Presentation Analysis, Literature Review	Decision-making process in Marketing Administration; decisions on product mix; Changes on product, decisions on subtracting the product from product mix, new product development	Lecture Discussion
10	Reading the related subject in the coursebook	Distribution; distribution channel concept; distribution channel types; intermediaries in distribution channel; decisions on distribution	Lecture Discussion
11	Reading the related subject in the coursebook	Price; pricing methods and processes; differentiating the price	Lecture Discussion
12	Presentation Analysis, Literature Review	Promotion efforts; Increasing importance of promotion, promotion mix	Lecture Discussion
13	Presentation Analysis, Literature Review	Organization of Marketing, Strategic marketing planning process in marketing administration	Lecture Discussion
14	Presentation Analysis, Literature Review	Marketing Research	Lecture Discussion
15	Presentation Analysis, Literature Review	General Revision	Lecture Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Mucuk, I. (2006). Pazarlama Ilkeleri. Turkmen Bookstore, Istanbul.
Karafakioglu, M. (2005). Pazarlama Ilkeleri, Literatur Publications, Istanbul.
Kotler, P. (2017). A’dan Z’ye Pazarlama, Mediacat Publications, Istanbul.
Kotler, P.,Armstrong G. ( 2012). Principles of Marketing, Pearson - PRENTICE HALL, New Jersey.

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	Students interpret the basic concepts, theories and approaches of international trade and logistics.			2
2	Students explain current information about the field with economics and business theories.				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students analyze economic and financial data related to their field.		1
2	Students relate the information and facts in the field with other social sciences such as sociology, political science and philosophy.		1

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students prepare the technical infrastructure and content of international trade transactions.			2
2	Students use the theoretical knowledge in his/her field to determine new strategies.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students carry out the import and export transactions by applying the customs legislation and foreign exchange legislation.				3
2	Students use the theoretical and practical knowledge in the field for academic and professional career.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students develop strategies to reach the sales and marketing targets.						5
2	Students carry out the correspondence on orders, transportation and payment with the foreign customers.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students organize participations in national and international fairs in the field.				3
2	Students prepare the documentation used in import and export transactions.			2
3	Students consider life-long learning as a principle and search on developments, changes and innovations in the field.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students manage all phases from finding the customers until delivery of orders.						5
2	Students cooperate with stakeholders in order to generate new ideas.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students implement knowledge and skills related to his / her field by taking into account his / her legal, social and ethical responsibilities.			2

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	13	5	65
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	10	3	30
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	4	20
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	44	0	159