Ders Planı

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Lesson plan / PRINCIPLES OF MARKETING

Lesson Information

Course Credit	3.0
Course ECTS Credit	5.0
Teaching Language of Instruction	İngilizce
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course	Compulsory
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	Z
Course Coordinator	Assoc. Prof. (Ph.D.) BURÇİN KAPLAN
Instructor (s)
Course Assistant	DVD, papers, journals

Purpose and Content

The aim of the course	Fundamental marketing concepts, principles, and issues are analyzed within present economic, social, and legal environments. Consumer behavior and functional analysis are emphasized.
Course Content	1) Marketing Strategy, 2) Promotion, 3) Market Planning, 4) Distribution, 5) Industrial Marketing, 6) Retailing and Wholesaling, 7) Target Marketing, 8) International Marketing, 9) Market Segmentation, 10) Services Marketing, and 11) Pricing.

Learning Outcomes

Analyse the basic concepts of economics.
Comprehend the production factors and the relationships among production factors.
Analyze the effects of international trade on production factors, supply and demand.
Determine the production, sales, marketing, international trade and financial strategies according to national economic data.
Manage the international trade risks of national or international companies.
Use the basic theories and norms that manage international trade and finance.
Develop strategies in national and international economy, foreign trade and finance.
Work on applications of risk that is significant for the firms.
Develop strategies for the sector in the international trade.
Synthesize the knowledge gathered from international trade education, business life and own life.
Determine own learning needs due to the critical and analytic thinking skills acquired.
Gain the skill to move own education to more advanced level.
Prepare scientific research that may lead to national or internationel level economics politics.
Develop business that is related with international trade in local, national or international levels.
Use economic theories to solve current economic problems.
Become present in occupational, local and global networks in relation with international trade and can use these networks effectively.
Work on risk estimation and prevention.
Make research and works on the subjects related with the field.
Take convenient responsibility as a project maker or a participant towards project aims.
Determine aim and target for organization/institution.
Determine methods for the risk factors and the best interests of the firm.
Critically assess the acquired knowledge and skills.
Show that he/she understands the continuity of learning need.
Use the theoritical gains derived by the training process into the practical matters.
Develop strategies for the company when taken part in the decision-making process and forward-looking strategies.
Transfer own suggestions and ideas that are obtained in relation with the field and that are in the level of knowledge and skills to releavant people in a written and oral way.
Communicate effectively with the stakeholders in the occupational field.
Use information and communication technologies with the computer software that are in line with the Europe Advanced Level Computer Usage Licence and that are at least required by the field.
Communicate with the collegues and monitors the knowledge in own field by using a foreign language at least in the level of Europe Language Portfolio B1 General Level.
Behave in accordance with organizational/institutional, business and social ethiccal values.
Analyze and effectively administers the organization's/institution's relationships with its stakeholders.
Gain the ability to encourage innovation.
Show critical approaches in relation with the organization/institution.
Have enough consciousness about the subjects of the universality of the social rights, social justice, quality and cultural values, as well as protecting environment, work health and safety.

Weekly Course Subjects

1	Defining Marketing and the Marketing Process Marketing: Creating and Capturing Customer Value
2	Analyzing the Marketing Environment
3	Consumer Markets and Consumer Buyer Behavior
4	Customer-Driven Marketing Strategy: Creating Value for Target Customers
5	Product, Services, and Brands: Building Customer Value
6	New-Product Development and Product Life-Cycle Strategies
7	Pricing: Understanding and Capturing Customer Value
8	Pricing Strategies
9	Mid-Term Exam
10	Marketing Channels: Delivering Customer Value
11	Communicating Customer Value: Integrated Marketing Communications Strategy
12	Advertising and Public Relations
13	Personal Selling and Sales Promotion Direct and Online Marketing: Building Direct Customer Relationships
14	Project Presentations

Resources

Principles of Marketing, Fourteenth Edition, by Kotler/Armstrong, Prentice-Hall 2012, ISBN 0132167123

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Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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