Course Information

Course Title	Code	Semester	L+U Hour	Credits	ECTS
MARKETING	UHİL1202	4. Semester	2 + 0	2.0	6.0

Prerequisites

None

Language of Instruction	Turkish
Course Level	Bachelor's Degree
Course Type	Compulsory
Mode of delivery	The course is based on lecturing of the instructor. Students are expected to present and submit the weekly assignments. The course is interactive and carried through case study discussions with questions and answers.
Course Coordinator
Instructors
Assistants
Goals	The aim of the course is to develop knowledge and skills about marketing management. Course targets for students being able to identify marketing problems in real business contexts, to develop response to these problems and produce marketing implementations.
Course Content	The course covers basic marketing concepts, approaches and strategies. The course content includes conducting marketing researches; market, organization and competition analyses and organizing marketing programs.
Learning Outcomes	1) Defines basic marketing concepts 2) Establishes the relationship needs, wants and demands with marketing 3) Explains the contemporary approaches and practices of marketing 4) Explains the historical development in marketing thought 5) Explains the strategic units of marketing management 6) .Leads the marketing planning process. 7) .Analysis the market opportunities 8) .Realizes the implementations of target market selection, market segmentation and market positioning 9) .Leads the marketing efforts of organizations. 10) .Organizes the marketing efforts. 11) .Perform the marketing efforts. 12) .Controls the marketing efforts.

Week	Topics	Teaching and Learning Methods and Techniques	Study Materials
1. Week	Definition of marketing, basic concepts of marketing and development of marketing thought
2. Week	Contemporary marketing approaches -I
3. Week	Contemporary marketing approaches- II
4. Week	Marketing management and marketing strategies (strategic planning, marketing planning)
5. Week	Marketing information system and marketing research (qualitative and quantitative researches)
6. Week	Market segmentation, target market selection, product differentiation, product positioning
7. Week	Mid-term exam
8. Week	Marketing mix decisions
9. Week	Product decisions
10. Week	Pricing decisions
11. Week	Placing decisions
12. Week	Promotion decisions and management
13. Week	Services marketing and international marketing
14. Week	Final exam

Recommended Sources

1 Korkmaz, S., Eser, Z., Öztürk, S.A ve Işın, B.F. (2009) Pazarlama: Kavramlar, İlkeler, Kararlar, Siyasal Kitabevi.

10 Kotler, P. ve Armstrong G. (2009) Principles of Marketing 13e : Global Edition,Pearson Education

2 Baker, M. Ve Hart, S. (2008) Marketing Book, Elsevier

3 Blois, K. (2000) The Oxford Textbook of Marketing, Oxford University Press

4 Blois, K. (2000) The Oxford Textbook of Marketing, Oxford University Press

5 Blois, K. (2000) The Oxford Textbook of Marketing, Oxford University Press

6 Kotler, P. (2000) Kotler Ve Pazarlama: Pazar Yaratmak, Pazar Kazanmak Ve Pazara Egemen Olmak, Sistem yay.

7 Kotler, P. (2008) 10 Ölümcül Pazarlama Günahı, Mediacat

8 Kotler, P. (2009) Kotler ve Pazarlama, Lifecycle Yayıncılık

9 Scott, D.M. (2010) Pazarlama ve İletişimin Yeni Kuralları, Mediacat

*DK = Course's Contrubution.

	0	1	2	3	4	5
Level of contribution	None	Very Low	Low	Fair	High	Very High

Event	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Total weeks*Hours per week)	16	2	32
Work Hour outside Classroom (Preparation, strengthening)	16	2	32
Homework	2	2	4
Midterm Exam	1	1	1
Final Exam	1	2	2
Time to prepare for Final Exam	1	35	35
	1	2	2
	1	2	2
Total Workload
Total Workload / 30 (s)
ECTS Credit of the Course			30