Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
-1FBS207Marketing Principles3+0+035

Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Banking and Insurance Business
Mode of Delivery Face to Face
Type of Course Unit Elective
Objectives of the Course The aim of this course is for students to gain information about the basic concepts of marketing, recognize the marketing mix and understand marketing strategies.
Course Content Definition of marketing; scope; development; modern marketing management, marketing management and environment relationship; strategic marketing and the role of marketing; marketing mix
Course Methods and Techniques Theoretical lectures, ppt presentations, case studies, readings, research, answer-question, group working, project presentations Midterm exam issues are included in the final exam.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof. Esra İŞBİLEN DURU esra.isbilen@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources İsmet Mucuk, Principle of Marketing, İstanbul: Türkmen Bookstore, 2008
Mehmet Karafakıoğlu, Principle of Marketing, İstanbul: Literatür Publishing, 2007
Ariely, Dan, (2020). Akıldışı Ama Öngörülebilir, Optimist Yayınları
Gegez, Ercan. (2015). Pazarlama İlkeleri, İstanbul: Beta Yayınları
Mucuk, İsmet (2008). Pazarlama İlkeleri, İstanbul: Türkmen Kitabevi
Lecture notes are shared in the LMS system and in the classroom.
ödev, ara sınav, proje, final

Course Category
Social Sciences %80
Field %20

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 20
Project 1 % 20
Final examination 1 % 60
Total
3
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 14 3 42
Assignments 1 10 10
Mid-terms 1 15 15
Final examination 1 20 20
Total Work Load   Number of ECTS Credits 5 129

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 To be able to recognize the main concepts of marketing and to have information about its historical development.
2 Being able to recognize the consumer market and industrial markets; Being able to choose the target market by segmenting the market and understanding the positioning process
3 Having knowledge about the marketing mix (product, price, distribution, promotion)
4 Ability to recognize environmental factors affecting marketing decisions and understand the importance of strategic planning for marketing.


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Definition and scope of marketing
2 Basic concepts of marketing and marketing mix
3 Historical development of marketing and new trends affecting marketing
4 Market segmentation, positioning and selection of target market.
5 Market segmentation, positioning and selection of target market.
6 Consumer behavior in marketing
7 Marketing Environment
8 Industrial markets
9 Product and product life cycle
10 Price
11 Distribution
12 Promotion
13 Strategic Marketing
14 Strategic Marketing


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
All 5 2 3 3 4 4 3 4 3
C1 5 2 3 3 4 4 3 4 3
C2 5 2 3 3 4 3 4 4 4
C3 5 2 3 3 4 4 3 4 3
C4 5 2 3 3 4 4 3 4 3

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https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=113351&curProgID=59&lang=en