At the end of this course, the students; 1) Explain to marketing, marketing environment, strategic planning 2) Explain to marketing information system and marketing research 3) Explain to consumer markets, industrial market and international market and consumer behavior 4) Explain to market segments, target market selection and demand forecast 5) Explain to marketing mix 6) Explain to and conduct to problem based learning 7) Explain to distribution channels and services marketing
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
No
COURSE DEFINITION
By emphasizing the importance of the marketing function in every aspect of life for businesses, the definition and principles of marketing, the environment and role of marketing, market research, the consumer market, the processes applied in the selection of the target market, the internet and direct marketing, and service marketing are discussed.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Definition, Scope, Development of Marketing, Marketing Concept and New Trends
2nd Week
Marketing Environment, Strategic Planning and the Role of Marketing
3rd Week
Marketing Research
4th Week
Consumer Markets and Consumer Behavior
5th Week
Industrial Markets and International Markets
6th Week
Market Segmentation, Targeting, Positioning and Sales Forecasting
7th Week
Product
8th Week
Midterm Exam
9th Week
Price
10th Week
Promotion
11th Week
Personal Selling, Sales Development, Advertising, Public Relations
12th Week
Internet Marketing, Direct Marketing
13th Week
Distribution
14th Week
Service marketing
RECOMENDED OR REQUIRED READING
1. İsmet MUCUK. Pazarlama İlkeleri. 20.Baskı, Türkmen Kitabevi (Zorunlu) 2. Ö.TORLAK, R.ALTUNIŞIK ve Ş.ÖZDEMİR. Pazarlama İlkeleri ve Yönetimi. Sözcü Kitabevi. 3. R.ALTUNIŞIK, Ş.ÖZDEMİR ve Ö.TORLAK.Modern Pazarlama, 4.Baskı, Değişim Yayınları