Ders Planı

CLASS 1

CLASS 2

CLASS 3

Lesson plan / THE FUNDAMENTALS OF MARKETING

Lesson Information

Course Credit	3.0
Course ECTS Credit	5.0
Teaching Language of Instruction	Türkçe
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.) GONCA YILDIRIM ÖGE
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	The aim of the course is to teach the students the use of research, planning, application and evaluation in marketing that will help them in determining the strategies to increase sale of products and services.
Course Content	The course consists of the marketing strategies and integrated marketing techniques related to public relation operations such as research, planning, application and planning processes in marketing.

Learning Outcomes

Students have the professional field knowledge about integrated marketing, integrated marketing communication and advertising.
Students have sufficient theoretical knowledge in the field of advertising.
Students know the relationship between the target audience and the creation of advertising messages.
Students know advertising campaign processes and strategies for all communication environments.
Students will be able to know media planning and purchasing strategies for all communication environments.
Students will be able to know data literacy, research methods and techniques that will be used to create strategies in advertising.
Students know the legal regulations and ethical values in the field of communication and advertising.
Students will be able to know national and international institutions, associations and professional organizations operating in the field, legislation and quality standards of these institutions
Students know current presentation techniques and presentation in the field of communication and advertising.
Students analyze the economic, social and psychological reactions of the society and create advertising messages.
Students create advertising messages based on audience and communication environment
Students plan and execute the advertising strategy and campaign according to the different advertising characteristics of all communication environments.
Students apply the legislation and quality standards of national and international institutions, associations and professional organizations and act in accordance with ethical rules.
Students observe, analyze and reflect consumer behavior in their work.
Students create a project using current presentation techniques.
students have the ability to select and use appropriate equipment and tools to create advertising messages
Students apply creative thinking methods and techniques in their field.
Students will be able to compile, implement, analyze and interpret data in the field of communication and advertising.
Students critically evaluate the advanced knowledge and skills acquired in the field.
Students make interdisciplinary and interdisciplinary teamwork focused on solutions to problems in the field.
Students conduct an advanced study related to their field independently.
students follow the national and international contemporary problems in the field of advertising, comments, offers solutions.
students follow the innovations in advertising and form their content in this direction.
Students behave in accordance with laws, regulations, legislation and social, scientific and professional ethical values.
Students will create and apply brand and communication strategy.
students use computer and software programs in accordance with the requirements of advertising.
Students will be able to communicate effectively both in Turkish and in a foreign language.
Students will be able to apply occupational health and safety knowledge in their field.

Weekly Course Subjects

1	The conceptual definitions of marketing and advertising.
2	The importance of reliance in terms of consumer preference and the contribution of public relations to create this confidence.
3	Examining the sample public relations strategies , tactics.
4	Market segmentation
5	Determining the target market
6	Positionning
7	Advertising role in integrated marketing communication.
8	Midterm exam- International and local marketing and advertising practices in traditional and social media.
9	Measurement and evaluation importance with measurement and evaluation techniques
10	The importance of practice with research in marketing.
11	Product concept and product development phases.
12	Price concept, pricing and pricing types.
13	Determining the distribution channels and its management.
14	Promotion concept.

Resources

1-A.Hamdi İslamoğlu, Temel Pazarlama Bilgisi, Beta Yayınları, 2010.

2-Odabaşı,Yavuz ve M. Oyman. Pazarlama İletişimi Yönetimi. İstanbul:Medicat yayınları, 2010.

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

ABOUT IAU

COMMITTEE

PUBLICATIONS

MEDIA CENTER