TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	2
SEMESTER	Third Term (Fall)
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	Professor Feride Bahar Işın
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Comprehend the importance of marketing in business functions. 2) Develop marketing strategies and implement them in business life. 3) Know the marketing mix elements. 4) Determine appropriate marketing strategies for consumer and industrial markets. 5) Know the marketing environment.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	No
COURSE DEFINITION	Marketing is a regarded as one of the main functions of business. In this course, marketing concept, marketing system, pricing, product, distribution channels, promotion, marketing research, market segmentation, and market analysis are analyzed.
COURSE CONTENTS	WEEK TOPICS 1st Week Marketing: Customer relationship management 2nd Week Marketing strategies 3rd Week The marketing environment, marketing research 4th Week Consumer markets, consumer buyer behavior 5th Week Industrial markets, market segmentation, target market, positioning 6th Week Product, services, branding strategies 7th Week New product development, product life-cycle strategies 8th Week Mid-term examination 9th Week Pricing, pricing strategies 10th Week Marketing channels, supply chain management 11th Week Integrated marketing communication strategy 12th Week Advertising, sales promotion, public relations 13th Week Personal selling 14th Week Creating competitive advantage
RECOMENDED OR REQUIRED READING	Kotler, Philip, Armstrong, Gary (2009). Principles of Marketing. 13th Ed. Pearson Education International.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Questions/Answers,Discussion,Lecture
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Quiz 1 10 Total(%) 50 Contribution of In-term Studies to Overall Grade(%) 50 Contribution of Final Examination to Overall Grade(%) 50 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz 1 4 4 Individual or group work 14 1 14 Preparation for Final exam 1 50 50 Course hours 14 3 42 Preparation for Midterm exam 1 40 40 Laboratory (including preparation) Final exam 1 2 2 Homework Quiz 1 1 1 Total Workload 155 Total Workload / 30 5,16 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No