Ders Planı

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction	İngilizce
Level of Course	Associate's Degree, TYYÇ: Level 5, EQF-LLL: Level 5, QF-EHEA: Short Cycle
Type of Course
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?
Course Coordinator	Instructor OVAIS VOHRA
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	The Marketing course aims to teach students the core principles and strategies of marketing. It covers topics such as consumer behavior, marketsegmentation, branding, and digital marketing strategies, preparing students to develop strategic solutions for marketing challenges in the business world.
Course Content	The course covers the fundamentals of marketing concepts, consumer behavior, market segmentation, branding, pricing strategies, digital marketing trends,and social media marketing applications. Students will also explore current trends in green marketing and global marketing, enhancing their awareness ofcontemporary industry developments.

Learning Outcomes

Possesses fundamental, up-to-date, and practical knowledge related to their field.
Demonstrates awareness of occupational health and safety, environmental responsibility, and quality assurance processes.
Identifies and explains core management concepts, functions, and major managerial approaches
Explains key business processes in areas such as marketing, human resources, accounting, finance, management, and production.
Integrates knowledge from related disciplines such as economics, behavioral sciences, sociology, psychology, and law within the context of the field.
Follows current developments and practices in the profession and applies them effectively.
Effectively utilizes information technologies (such as software, programs, animation, etc.) relevant to the profession.
Demonstrates the ability to independently evaluate professional problems and issues using an analytical and critical approach and offer appropriate solutions.
Communicates ideas effectively and clearly through both written and oral means, in line with acquired knowledge and skills.
Takes responsibility as a team member in solving complex and unforeseen problems encountered in field-related practices.
Demonstrates awareness of career management and lifelong learning.
Acts in accordance with social, scientific, cultural, and ethical values during the collection, implementation, and dissemination of field-related data.
Follows field-related knowledge and communicates with colleagues by using a foreign language.

Weekly Course Subjects

1	Introduction to Marketing Concepts: Definition, scope, the role of marketing in business and society
2	Consumer Behavior and Psychology in Marketing: Needs, motivations, perception, and decision-making processes
3	Market Segmentation and Targeting: Demographic, geographic, psychographic segmentation and target market selection
4	Branding and Positioning: Brand identity, differentiation, value proposition, and positioning strategies
5	Marketing Research and Data Collection: Surveys, focus groups, observational methods, and interpreting results
6	Product Development and Life Cycle: New product development stages and PLC strategies
7	Pricing Strategies: Cost-based, value-based, competitive pricing, and psychological pricing
8	Distribution and Channel Management: Direct vs. indirect channels, supply chain partners, logistics
9	Promotion and Integrated Marketing Communication: Advertising, PR, sales promotions, and message consistency across media
10	Digital Marketing and Social Media Trends: SEO, email marketing, influencer marketing, and platform strategies
11	Marketing Ethics and Legal Aspects: Consumer rights, misleading advertising, privacy and data regulations
12	Global and Cultural Influences in Marketing: Adapting strategies to cultural values, localization vs. standardization
13	Case Study: Real-World Marketing Campaigns: Analyzing success and failure stories; student-led discussion
14	Case Study: Real-World Marketing Campaigns: Analyzing success and failure stories; student-led discussion

Resources

1- Kotler, Philip & Armstrong Gary (2010). Principles of Marketing,Thirteenth Edition, Pearson Education Inc.
2- Kotler, Philip (2000). Marketing Management, The Millenium Edition,Prentice Hall Inc.
3- Masterson, Rosalind& Pickton David (2004). Marketing an Introduction, Mc Graw Hill.
4. Kotler, Philip&kELLER, Kevin Lane (2009). Marketing Management, 13th Edition, Pearson International Edition

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CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources