| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Marketing | TOY207 | 3. Semester | 3 + 0 | 3.0 | 4.0 |
| Prerequisites | None |
| Language of Instruction | Turkish |
| Course Level | Undergraduate |
| Course Type | |
| Mode of delivery | Lecturing - Question Answer Technique - Giving Examples |
| Course Coordinator |
Assoc. Prof. Dr. Yıldırım YILDIRIM |
| Instructors |
Yıldırım YILDIRIM |
| Assistants | |
| Goals | To give students the ability to interpret the changing and developing events in their environment, to look at them from the point of view of the business and from the point of view of the customer, and to turn this into a competitive advantage |
| Course Content | Defining the concept of demand and need and the concepts of consumer and customer, explaining the difference between them The stages of historical development of marketing Characteristics of marketing problems and trends affecting marketing Marketing environment - macro and micro environment Market segmentation and Target market selection strategies Classification of products and product life cycle New product development process Brand decisions, the brand's benefits to consumers, intermediaries and manufacturers a good brand name features Related concepts with brand (brand value, brand personality, brand identity, generic brand, brand loyalty) Packaging decisions, packaging functions Service marketing and its features Price concept, pricing purposes, pricing targets and strategies The concept of promotion, advertising, personal sales, sales development |
| Learning Outcomes |
- - At the end of this course, the student realizes the necessity and necessity of marketing in terms of businesses. - Understands the market segmentation process - Understands and learns new product and service development strategies - Learns the development stages and management of marketing - Gain knowledge about the relationship between marketing and environment, marketing information system and consumer behavior - Have an idea about services and comprehend the difference of services from industrial products. |
| Week | Topics | Learning Methods |
|---|---|---|
| 1. Week | Defining the concept of demand and need and the concepts of consumer and customer, explaining the difference between them | |
| 2. Week | The stages of historical development of marketing | |
| 3. Week | Characteristics of marketing problems and trends affecting marketing | |
| 4. Week | Marketing environment - macro and micro environment | |
| 5. Week | Market segmentation and Target market selection strategies | |
| 6. Week | Classification of products and product life cycle | |
| 7. Week | New product development process | |
| 8. Week | Mid-term | |
| 9. Week | Brand decisions, the brand's benefits to consumers, intermediaries and manufacturers a good brand name features | |
| 10. Week | Related concepts with brand (brand value, brand personality, brand identity, generic brand, brand loyalty) | |
| 11. Week | Packaging decisions, packaging functions | |
| 12. Week | Service marketing and its features | |
| 13. Week | Price concept, pricing purposes, pricing targets and strategies | |
| 14. Week | The concept of promotion, advertising, personal sales, sales development |
| İsmet MUCUK, Marketing Principles, 15th. Editiom, Türkmen Books |
| Yıldırım Yıldırım, Marketing Course Notes |
| Philip Kotler Gary Armstrong, Principles Of Marketing, International Edition, Prentice Hall International Inc. New Jersey, 2006 |
| Text | Ders Notu |
| Program Requirements | Contribution Level | DK1 | Measurement Method |
|---|---|---|---|
| PY1 | 5 | 5 | 40 |
| PY2 | 4 | 4 | 40 |
| PY3 | 4 | 4 | 40 |
| PY4 | 4 | 4 | 40 |
| PY5 | 4 | 4 | 40 |
| PY6 | 5 | 5 | 40 |
| PY7 | 1 | 1 | 40 |
| PY8 | 1 | 1 | 40 |
| PY9 | 4 | 4 | 40 |
| PY10 | 4 | 4 | 40 |
| PY11 | 4 | 4 | 40 |
| PY12 | 5 | 5 | 40 |
| PY13 | 2 | 2 | 40 |
| PY14 | 4 | 4 | 40 |
| PY15 | 4 | 4 | 40 |
| 0 | 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|---|
| Course's Level of contribution | None | Very Low | Low | Fair | High | Very High |
| Method of assessment/evaluation | Written exam | Oral Exams | Assignment/Project | Laboratory work | Presentation/Seminar |
| Event | Quantity | Duration (Hour) | Total Workload (Hour) |
|---|---|---|---|
| Course Hours | 14 | 3 | 42 |
| Other Activities | 14 | 2 | 28 |
| Midterm 1 | 1 | 1 | 1 |
| Homework 1 | 1 | 3 | 3 |
| Homework 2 | 1 | 3 | 3 |
| Final | 1 | 1 | 1 |
| Classroom Activities | 12 | 2 | 24 |
| Total Workload | 102 | ||
| ECTS Credit of the Course | 4.0 | ||
