Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
3ISL251Marketing Principles3+0+03619.04.2026

 
Course Details
Language of Instruction Turkish
Level of Course Unit Bachelor's Degree
Department / Program Business
Type of Program Formal Education
Type of Course Unit Compulsory
Course Delivery Method Face To Face
Objectives of the Course The aim is to teach students the fundamental concepts of marketing, enabling them to analyze consumer behavior and evaluate marketing strategies.
Course Content This course covers the fundamental concepts and development of marketing. Marketing approaches, consumer behavior, and the consumer decision-making process are examined. Topics such as the marketing mix (product, price, distribution, promotion), value creation, and customer relationship management are discussed. Additionally, the product lifecycle, brand and positioning strategies, digital marketing and social media applications, and sustainable marketing approaches are explored.
Course Methods and Techniques 1. Lecture, 2. Case Study, 3. Project-Based Learning, 4. Group Work, 5. Question and Answer.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof. Senem EIVAZZADEH İNCE senem.ince@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Marketing Principles, Abdullah Okumuş, 2022 Istanbul University AUZEF
Marketing Principles A. Ercan Gegez, (Philip Kotler, Gary Armstrong) Beta Yayınları, Birinci Baskı, Haziran 2018
Course Notes The course notes will be written by the instructure and given to the students.
Documents dokümanlar öğretim üyesi tarafından hazırlanmaktadır.
Assignments Ödevler sınıf mevcuduna göre belirlenecektir.
Exams Vize ve Final

Course Category
Social Sciences %50
Field %50

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 % 30
Assignment 1 % 20
Final examination 1 % 50
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 15 15
Presentation 1 15 15
Mid-terms 1 17 17
Final examination 1 15 15
Total Work Load   Number of ECTS Credits 6 146

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explains the fundamental concepts of marketing and marketing approaches.
2 Analyzes consumer behavior and the consumer decision-making process.
3 Prepares a group project on a selected topic/brand, analyzes marketing strategies, and presents the findings.
4 Evaluates the elements of the marketing mix (product, price, place, promotion).
5 Interprets digital marketing and contemporary marketing approaches.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction to marketing and basic concepts (needs, wants, demand, value) The course documents will be uploaded to distance learning system.
2 Evolution of marketing concepts (production, product, sales, marketing, societal marketing)Information Systems The course documents will be uploaded to distance learning system.
3 Introduction to consumer behavior and basic concepts Değerlendirmesi The course documents will be uploaded to distance learning system.
4 Factors affecting consumer behavior (cultural, social, personal, psychological) The course documents will be uploaded to distance learning system.
5 Consumer decision-making process The course documents will be uploaded to distance learning system.
6 Value creation, customer satisfaction, and customer relationship management The course notes will be uploaded to distance learning system.
7 Market segmentation, targeting, and positioning The course notes will be uploaded to distance learning system.
8 Case analysis and applications The course notes will be uploaded to distance learning system.
9 Marketing mix: Product and product life cycle The course notes will be uploaded to distance learning system.
10 Marketing mix: Pricing strategies The course notes will be uploaded to distance learning system.
11 Marketing mix: Distribution channels The course notes will be uploaded to distance learning system.
12 Marketing mix: Promotion (advertising, public relations, sales promotion) and project presentations The course notes will be uploaded to distance learning system.
13 Digital marketing and social media marketing with project presentations The course notes will be uploaded to distance learning system.
14 Sustainable marketing and overall evaluation

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
All 3 3 1 3 3 2 1 1 3
C1 4 3 2 2 1 1 1
C2 3 4 1 3 2 1 1 1 1
C3 3 5 1 4 2 2 2 2 2
C4 4 3 1 3 3 1 2 1 1 3
C5 4 5 1 4 2 2 1 1 1 4

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  https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=265037&curProgID=5735&lang=en