Course Information


Course Information
Course Title Code Semester L+U Hour Credits ECTS
MARKETING UHİL206 4. Semester 2 + 0 2.0 4.0

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 Esin Ece ÖZDEMİR
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.

Weekly Topics (Content)
Week Topics Teaching and Learning Methods and Techniques Study Materials
1. Week Definition of marketing, basic concepts of marketing and development of marketing thought Lecture; Question Answer; Discussion

 Presentation (Including Preparation Time)
2. Week Contemporary marketing approaches -I Lecture; Question Answer; Discussion

 Presentation (Including Preparation Time)
3. Week Contemporary marketing approaches- II Lecture; Question Answer

 Presentation (Including Preparation Time)
4. Week Marketing management and marketing strategies (strategic planning, marketing planning) Lecture; Question Answer; Discussion

 Presentation (Including Preparation Time)
5. Week Marketing information system and marketing research (qualitative and quantitative researches) Lecture; Discussion

 Presentation (Including Preparation Time)
6. Week Market segmentation, target market selection, product differentiation, product positioning Lecture; Question Answer; Discussion

 Presentation (Including Preparation Time)
8. Week Mid-term exam Question Answer
9. Week Marketing mix decisions Lecture; Question Answer; Discussion

 Presentation (Including Preparation Time)
10. Week Product decisions Lecture; Question Answer; Discussion

 Presentation (Including Preparation Time)
11. Week Pricing decisions Lecture

 Presentation (Including Preparation Time)
12. Week Placing decisions Lecture

 Presentation (Including Preparation Time)
13. Week Promotion decisions and management Lecture

 Presentation (Including Preparation Time)
14. Week Services marketing and international marketing Lecture

 Presentation (Including Preparation Time)
15. Week Final exam Question Answer

Sources Used in This Course
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

ECTS credits and course workload
Event Quantity Duration (Hour) Total Workload (Hour)
Course Duration (Total weeks*Hours per week) 16 2
Work Hour outside Classroom (Preparation, strengthening) 16 2
Homework 2 2
Midterm Exam 1 1
Final Exam 1 2
Time to prepare for Final Exam 1 35
1 2
1 2
Total Workload
Total Workload / 30 (s)
ECTS Credit of the Course
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Course Information
  • Course Information
  • Weekly Topics (Content)
  • Sources Used in This Course
  • ECTS credits and course workload