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 Zeliha Eser
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 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	None
COURSE DEFINITION	Marketing is regarded as one of the main functions of a 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 Class Orientation, What is Marketing? 2nd Week Strategy planning 3rd Week Seizing opportunities in a changing market environment 4th Week Segmentation and Target Marketing Strategies 5th Week Differentiation and Positioning Strategies 6th Week Consumer Behavior 7th Week Organizational Markets 8th Week Midterm Exam Week 9th Week Product 10th Week Price 11th Week Distribution 12th Week promotion 13th Week Project Presentations 14th Week Project Presentations
RECOMENDED OR REQUIRED READING	William Perreault, Joseph P. Canon ve E. Jerome McCarthy, (2013), 13. Basım, Pazarlamanın Temelleri, Nobel Yayın
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion,Project
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Presentation of Article 1 15 Presentation of Case Study 1 30 Other 1 25 Total(%) 70 Contribution of In-term Studies to Overall Grade(%) 70 Contribution of Final Examination to Overall Grade(%) 30 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz Individual or group work 14 1 14 Preparation for Final exam 1 40 40 Course hours 14 3 42 Preparation for Midterm exam 1 30 30 Laboratory (including preparation) Final exam 1 2 2 Homework 2 10 20 Total Workload 150 Total Workload / 30 5 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No