| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Marketing Principals | ISL211 | 3 + 0 | 3.0 | 4.0 |
| Prerequisites | None |
| Language of Instruction | Turkish |
| Course Level | Graduate |
| Course Type | |
| Mode of delivery | Face-to-Face |
| Course Coordinator | |
| Instructors | |
| Assistants | |
| Goals | Strategic marketing planning, purchasing behaviors and purchasing decisions of consumer and institutional customers, market segmentation and selection of the target market are emphasized after understanding the basic concepts of marketing and understanding of marketing and internal and external factors affecting marketing decisions. |
| Course Content | Topic, Content and Progress Of Marketing / Modern Marketing / Environment of Marketing, Strategic Planning and Marketing Management / Marketing Information System and Role of Marketing Surveys / Consumer Markets and Industrial Markets with Consumer Manners and Industrial Client Manners / Classification of Markets, Target Marketing Choice and Demand Estimations / Products / Price / Promotion / Distribution Channels and Mobile Distributions / Direct Marketing and Functional Marketing / E-trade and Marketing on Internet / Marketing Management and International Marketing |
| Learning Outcomes |
- 1) Understands the marketing concept and applies in the sector, Analyzes the marketing components in the market, Develops marketing strategies according to the structure of the business and the market, Evaluates the marketing events with a critical and rational point of view |
| Week | Topics | Learning Methods |
|---|---|---|
| 1. Week | Definition of Marketing; Coverage; development | |
| 2. Week | Modern Marketing Management | |
| 3. Week | Marketing Management and Environment Relation | |
| 4. Week | The Role of Strategic Marketing and Marketing | |
| 5. Week | Business mission, Business objectives, Portfolio creation | |
| 6. Week | An overview | |
| 7. Week | quiz | |
| 8. Week | Marketing Research Marketing Information System | |
| 9. Week | Market Concept; Consumer Market and Consumer Behavior | |
| 10. Week | Industrial (Organizational) Market | |
| 11. Week | Industrial Buyer Behavior, Market Segmentation | |
| 12. Week | The Basics of Market Segmentation: Psychological Demographic, Geographic, Behavioral Segmentation | |
| 13. Week | Target Market Selection; Market Targeting | |
| 14. Week | Market Positioning |
| Prof.Dr. İsmet MUCUK, Principles of Marketing A.Hamdi İslamoğlu, Principles of Marketing |
| Program Requirements | Contribution Level | DK1 | Measurement Method |
|---|
| 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) |
|---|---|---|---|
| Midterm 1 | 1 | 2 | 2 |
| Homework 1 | 10 | 2 | 20 |
| Practice End-Of-Term | 14 | 3 | 42 |
| Classroom Activities | 14 | 3 | 42 |
| Total Workload | 106 | ||
| ECTS Credit of the Course | 4.0 | ||
