Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
2PAZ104Marketing Principles3+0+036

Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Public Relations
Mode of Delivery Face to Face
Type of Course Unit Compulsory
Objectives of the Course Students will be provided to analysis of existing marketing concept of business, analysis of marketing environment in order to target market and its present sector, determining out of control elements of marketing environment, assessment of market sections and selection of target market, position of product and differentiation of product, examining of product life cycle and increasing of sale, determining of price according to market structure and competition, deciding of marketing channel and mix of promotion, selection of best channel structure.
Course Content Marketing concept and development of this concept. Managerial and functional aspects of marketing, marketing environment. Marketing research and marketing information systems Consumer markets the model of consumer behavior, buying decision process, types of buying decisions behavior, market segmentation, targeting and positioning Service marketing and nonprofit marketing.
Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Instructor Ebru GÖNÜLAL
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Ahmet Hamdi İslamoğlu, Marketing Management
Anadolu University Open Education Faculty Publications, Marketing Management
Courses Notes
Theoretical lectures, ppt presentations, case studies, readings, research, answer-question, group working, project presentations
Ders notu, kitap
ödev, ara sınav, proje, sunum, final

Course Category
Social Sciences %60
Field %40

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 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 15 4 60
Mid-terms 1 30 30
Final examination 1 30 30
Total Work Load   Number of ECTS Credits 6 165

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explain marketing mix (product, price, place and promotion)
2 Describe marketing management principles and marketing plan
3 Express marketing strategies and control techniques
4 Comprehension of consumer buying behavior in marketing
5 Understanding and analysis of target markets


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction to marketing
2 Marketing mangement, environment and searching for market opportunities
3 Market and market species
4 Consumer behavior and purchase decision
5 Target market selection
6 Market segmentation and positioning
7 In marketing management decisional process
8 Distribution channels
9 Case Studies
10 Price and pricing
11 Promotion efforts: advertising, sales promotion and public relations
12 Marketing management and strategic marketing planning
13 In marketing strategic alternatives
14 Marketing control


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
All 4 1 3 4 4 4 3 3 3 3
C1 4 1 3 4 4 4 3 3 3 3
C2 4 1 3 4 4 4 3 3 2 3
C3 4 1 3 4 4 4 3 3 3 3
C4 4 1 3 4 4 4 3 3 3 3
C5 4 1 3 4 4 4 3 3 3 3

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https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=114683&curProgID=46&lang=en