| Course Title | Code | Language | Type | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| Marketing | TOY207 | Turkish | Compulsory | 3. Semester | 3 + 0 | 3.0 | 4.0 |
| Prerequisite Courses | |
| Course Level | Undergraduate |
| Mode of delivery | Lecturing - Question Answer Technique - Giving Examples |
| Course Coordinator | Doç. Dr. Yıldırım YILDIRIM, Doç. Dr. Yıldırım YILDIRIM |
| Instructor(s) | Doç. Dr. Yıldırım YILDIRIM (Güz) |
| 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 |
| # | Öğrenme Kazanımı |
| 1 | To realize the importance of marketing for businesses |
| 2 | Understanding the market segmentation process |
| 3 | Understanding the new product development process |
| 4 | Understanding marketing strategies |
| 5 | To be able to look at the advertisements watched on television from a critical point of view |
| 6 | To have knowledge about marketing-environment relationship and strategic plan, marketing information system and consumer behavior |
| Week | Topics/Applications | Method |
|---|---|---|
| 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 |
| Program Requirements | DK1 | DK2 | DK3 | DK4 | DK5 | DK6 |
|---|
| Ders Kitabı veya Notu |
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|---|---|
| Diğer Kaynaklar |
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| ECTS credits and course workload | Quantity | Duration (Hour) | Total Workload (Hour) | |
|---|---|---|---|---|
|
Ders İçi |
Class Hours | 14 | 3 | 42 |
|
Ders Dışı |
Preparation, After Class Study | 5 | 3 | 15 |
| Research | 5 | 3 | 15 | |
| Other Activities | 5 | 2 | 10 | |
|
Sınavlar |
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 | 114 | |||
| *AKTS = (Total Workload) / 25,5 | ECTS Credit of the Course | 4.0 | ||
