TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	2
SEMESTER	Fourth Term (Spring)
NUMBER OF ECTS CREDITS ALLOCATED	4
NAME OF LECTURER(S)	Professor Doğan Yaşar Ayhan Assistant Professor Tuğba Şen Küpeli
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Will be able to understand the marketing concept and marketing management orientations. 2) Will be able to explain marketing management and strategic management process. 3) Will be able to define and interpret marketing environment. 4) Will be able to understand marketing research methods. 5) Will be able to explain market segmentation, positioning and target market concepts. 6) Will be able to explain product concept and product strategies. 7) Will be able to define price concept and pricing strategies. 8) Will be able to explain distribution strategies and distribution channels. 9) Will be able to define promotion and promotion mix.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	This course focuses on the importance of the marketing function, which is one of the business functions, for businesses. Within the scope of the course, marketing strategy consists of marketing definition, marketing environment, marketing research, market segmentation, target market selection, positioning, marketing plan and product price, distribution, and promotion elements.
COURSE CONTENTS	WEEK TOPICS 1st Week Marketing Definition and introduction 2nd Week Marketing Definition and Marketing Concept 3rd Week Marketing Environment 4th Week Relationship Between Marketing Management, Strategic Planning and Marketing Planning, 5th Week "Business Strategies 6th Week Marketing Information System and Research" 7th Week Market Segmentation, Target Market, Differentiation and Positioning 8th Week A R A S I N A V H A F T A S I 9th Week "Consumer Market and Consumer Purchasing Behaviors, 10th Week Organizational Markets and Purchasing Behavior," 11th Week Customer Value, Customer Loyalty and Customer Relationship Management 12th Week Product Strategy-Innovation and New Product Development 13th Week Pricing Strategy-Distribution Strategies 14th Week Promotion Strategies 15th Week Project Presentations 16th Week Project Presentations
RECOMENDED OR REQUIRED READING	Armstrong,G ve Kotler,P.(2009), Marketing: An Introduction, Ninth Edition Pearson International Edition, Pearson Prentice Hall, New Jersey. Yükselen, Cemal (2008), Pazarlama İlkeler-yönetim-örnek olaylar, Detay Yayıncılık, Ankara.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Questions/Answers,Project,Discussion
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 25 Assignment 1 10 Project 1 25 Total(%) 60 Contribution of In-term Studies to Overall Grade(%) 60 Contribution of Final Examination to Overall Grade(%) 40 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 1 1 Preparation for Quiz 1 1 1 Individual or group work 14 2 28 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 1 1 Homework Project 1 1 1 Total Workload 144 Total Workload / 30 4,8 ECTS Credits of the Course 4
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No