|
|
| HIR1002 | Marketing | 3+0+0 | ECTS:5 | | Year / Semester | Spring Semester | | Level of Course | First Cycle | | Status | Compulsory | | Department | | | Prerequisites and co-requisites | None | | Mode of Delivery | Face to face, Practical | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | -- | | Co-Lecturer | None | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | The first major objective of this introductory course is to provide a broad understanding of marketing concepts and methods. The main aim is to introduce the students the principles of marketing as well as to help them develop perspectives for creating innovative marketing strategies. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | Know the core concepts of marketing and the role of marketing in business and consumer lives. | 1,2,3,4,7 | 1 | | LO - 2 : | Know the methods of collecting, processing, and analyzing information. | 3,7,12,13,14,18 | 1 | | LO - 3 : | Know the psychological and sociological factors which influence consumers in making purchase decisions, and how these factors relate to the formation of effective marketing strategy. | 1,2,3,4,6,7 | 1 | | LO - 4 : | Know the effects of social, legal, ethical and technological forces on marketing decision-making. | 1,7,8,9 | 1 | | LO - 5 : | Know detailed information about the marketing mix, its effective deployment, and impact on the performance of an organization | 1,7,8 | 1 | | LO - 6 : | Know how to utilize the steps involved in marketing planning and be able to create a marketing plan. | 3,4,5,7,8,9 | 1 | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| Scope and nature of marketing. Environmental factors affecting marketing. Marketing mix elements: Product , price, distribution (place) and promotion. Role of public relations in marketing. Marketing process. |
| |
| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | Defining marketing and the marketing process | | | Week 2 | The marketing environment,managing marketing information to gain customer insightsm | | | Week 3 | Consumer markets and consumer buyer behavior
| | | Week 4 | Business markets and business buyer behavior | | | Week 5 | Customer-driven marketing strategy: Creating value for target customers
| | | Week 6 | Product, services, and brands: Building customer value | | | Week 7 | New-product development and life-cycle strategies | | | Week 8 | Understanding and capturing customer value, pricing strategies
| | | Week 9 | Midterm exam | | | Week 10 | Marketing Channels: Delivering customer value, retailing and wholesaling | | | Week 11 | Communicating Customer Value: Integrated marketing communication strategy | | | Week 12 | Advertising | | | Week 13 | Public relations
| | | Week 14 | Personal selling and sales promotion | | | Week 15 | Direct and online marketing: Building direct customer relationships | | | Week 16 | End-of-term exam | | | |
| 1 | Pazarlama İlkeleri, 2007,İsmet Mucuk, Türkmen Kitabevi, İstanbul | | | 2 | Armstrong, G. and Kotler, P.; 2007; Principles of Marketing:Global Edition; Prentice Hall. | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | /04/2018 | 1 | 50 | | End-of-term exam | 16 | /06/2018 | 1 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 3 | 14 | 42 | | Sınıf dışı çalışma | 3 | 14 | 42 | | Laboratuar çalışması | 0 | 0 | 0 | | Arasınav için hazırlık | 30 | 1 | 30 | | Arasınav | 1 | 1 | 1 | | Uygulama | 0 | 0 | 0 | | Klinik Uygulama | 0 | 0 | 0 | | Ödev | 0 | 0 | 0 | | Proje | 0 | 0 | 0 | | Kısa sınav | 0 | 0 | 0 | | Dönem sonu sınavı için hazırlık | 34 | 1 | 34 | | Dönem sonu sınavı | 1 | 1 | 1 | | Diğer 1 | 0 | 0 | 0 | | Diğer 2 | 0 | 0 | 0 | | Total work load | | | 150 |
|