Master of Business Administration - Distance Learning (e-MBA) (Turkish)

EISL 515 | Course Introduction and Application Information

Course Name

Marketing

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
EISL 515	Fall	3	0	3	5

Prerequisites	None
Course Language	Turkish
Course Type	Required
Course Level	Second Cycle
Mode of Delivery	Online
Teaching Methods and Techniques of the Course	Discussion Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Tuğba TUĞRUL
Course Lecturer(s)	Dr. Öğr. Üyesi Nilgün GÜRKAYNAK
Assistant(s)	-

Course Objectives

This course aims to inform students about the main principles of marketing by discussing the key concepts and development of marketing, consumer behavior, market segmentation, target market selection and positioning, marketing mix strategies and contemporary topics in marketing.

Learning Outcomes

#	Content	PC Sub	* Contribution Level
#	Content	PC Sub	1	2	3	4	5
1	define core concepts of marketing
2	explain the macro and micro factors of marketing environment
3	discuss core underlying reasons behind the behaviors of consumers
4	define the methods of market segmentation
5	discuss target market selection and positioning strategies
6	explain the marketing mix strategies (product, pricing, distribution and communication)

Course Description

The contents of this course consist of development of marketing management orientations, marketing environment, consumer behavior, targeting and positioning, product development, pricing, distribution and communication strategies and marketing ethics.

Course Category	Core Courses	X
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week	Subjects	Related Preparation	Learning Outcome
1	Introduction to the Course
2	Marketing Process, Core Marketing Concepts and Contemporary Topics in Marketing	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 1
3	Marketing Plan	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 2
4	Marketing Environment	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 3
5	Marketing Information Systems	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 4
6	Consumer Behavior	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 5
7	Segmentation, Targeting and Positioning	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 7
8	Product Development and Product Management	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 8
9	Product Development and Product Management	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 8
10	Product Development and Product Management	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 9
11	Pricing	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 10-11
12	Distribution and Logistics	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 12
13	Distribution and Logistics	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 13
14	Brand Communication	Pazarlamanın İlkeleri Kotler ve Armstrong, Beta Yayınevi Bölüm 14
15	Review of the Semester
16	Final Exam

Course Notes/Textbooks

Pazarlama İlkeleri

Philip Kotler, Gary Armstrong

BETA BASIM YAYIM

Basım Yılı 2018

ISBN: 978-60-524-218-19

Suggested Readings/Materials

Pazarlama İlkeleri: Global Yönetimsel Yaklaşım Türkiye Uygulamaları, Ömer Baybars Tek
Kurumsal Sosyal Sorumluluk: Pazarlamada Yeni bir Paradigmaya Doğru, Bayraktaroğlu, İlter ve Tanyeri.
Other related books and articles

EVALUATION SYSTEM

Semester Activities	Number	Weighting	LO 1	LO 2	LO 3	LO 4	LO 5	LO 6
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
Project	1	20
Seminar / Workshop
Oral Exams
Midterm
Final Exam	1	80
Total

Weighting of Semester Activities on the Final Grade	1	20
Weighting of End-of-Semester Activities on the Final Grade	1	80
Total

ECTS / WORKLOAD TABLE

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	16	3	48
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury			0
Project	1	20	20
Seminar / Workshop			0
Oral Exam			0
Midterms			0
Final Exam	1	34	34
		Total	150

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to demonstrate general business knowledge and skills.		-	-	-	X	-
2	To be able to demonstrate business communication skills effectively.		-	-	-	X	-
3	To be able to deliver creative and innovative solutions to the business-related problems.		-	-	-	X	-
4	To be able to evaluate the performance of business organizations through a holistic approach.		-	-	-	-	X
5	To be able to take a critical perspective in evaluating business knowledge.		-	-	-	X	-
6	To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.		-	-	-	X	-
7	To be able to solve business related problems using analytical and technological tools and techniques.		-	X	-	-	-
8	To develop a solution to business problems through systematic research.		-	-	X	-	-
9	To be able to use a foreign language to follow information about the field of business and participate in discussions in academic environments.		X	-	-	-	-