Dersin Detayları Dersin Dili İngilizce Dersin Düzeyi Lisans Bölümü / Programı Uluslararası Ticaret ve Finansman (İngilizce) Öğrenim Türü Örgün Öğretim Dersin Türü Zorunlu Dersin Öğretim Şekli Yüz Yüze Dersin Amacı This course aims to: • Allow students to have a deeper insight into the role of marketing within the firm and society. • Expose students to the two parts of a marketing strategy: the target market and the marketing mix. • Let students recognize the four basic tools in the marketing mix: product, promotion, price, and distribution. Dersin İçeriği The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing. Other topics, which will be incorporated into the course, are external environment (which will focus on integrative topics with marketing, such as economics, politics, government, and nature), marketing research, international/global marketing with relevance to cultural diversity, ethics, the impact of technology on marketing, and careers in marketing. Dersin Yöntem ve Teknikleri 1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study Method, 8. Question and Answer (Q&A) Ön Koşulları Yok Dersin Koordinatörü Yok Dersi Verenler Dr. Öğretim Üyesi Metin TOPTAŞ metin.toptas@gedik.edu.tr Dersin Yardımcıları Yok Dersin Staj Durumu Yok Ders Kaynakları Kaynaklar Westwood, J. (2022). How to Write a Marketing Plan Define your strategy, plan effectively and reach your marketing goals (17th ed.). Kogan Page, London, UK. Kotler, P., Keller, K., & Chernev, A. (2021). Marketing Management, Global Edition (16. edition). Upper Saddle River, N.J.: Pearson. Ders Notları Available on the LMS Ders Yapısı Sosyal Bilimler %40 Alan Bilgisi %60