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PRINCIPLES AND MANAGEMENT OF MARKETING COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
IBY218 PRINCIPLES AND MANAGEMENT OF MARKETING 4 3 3 6

Objectives and Contents

Objectives: This course aims to make students develop a comprehensive marketing plan and apply course concepts to real or imaginary products.
Content: The marketing concept and environment Identifying and understanding the customer – segmentation, targeting, positioning and consumer behaviour The use of marketing research and information systems The marketing mix – product, branding, pricing, distribution; channel issues and promotion Competitive forces and marketing planning Measuring performance An introduction to marketing ethics and social responsibility