School/Faculty/Institute |
Faculty of Econ., Admin. and Social Sciences |
Course Code |
MKTG 201 |
Course Title in English |
Marketing |
Course Title in Turkish |
Pazarlama |
Language of Instruction |
EN |
Type of Course |
Flipped Classroom |
Level of Course |
Intermediate |
Semester |
Güz |
Contact Hours per Week |
Lecture: 3 |
Recitation: |
Lab: |
Other: |
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Estimated Student Workload |
131 hours per semester |
Number of Credits |
5 ECTS |
Grading Mode |
Standard Letter Grade
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Pre-requisites |
BUS 101 - Introduction to Business (Decision Making)
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Expected Prior Knowledge |
None |
Co-requisites |
None |
Registration Restrictions |
Undergraduate Students |
Overall Educational Objective |
To learn the basic concepts of marketing, understand the dynamics of the new, digital, and more engaging marketing environment, and evaluate the importance of creating customer value and establishing customer relationships.
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Course Description |
Marketing is a very exciting and interesting field of study. In today’s digital and connected world, marketing is more important than ever. To serve their target customers and create customer satisfaction and loyalty, brands must create their unique value propositions and build strong bonds with their customers. Creating customer value and engagement are the two key elements of a good marketing strategy. In this context, this course focuses on the basic concepts of marketing, emphasizes the importance of understanding the consumer needs and wants, and considering consumers as the center of business decisions.
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Course Description in Turkish |
Pazarlama çok heyecan verici ve ilgi çekici bir çalışma alanıdır. Günümüzün dijital dünyasında pazarlama her zamankinden daha yüksek bir öneme sahiptir. Hedef kitlelerindeki tüketicilere hizmet sunmak, müşteri memnuniyeti ve sadakati yaratmak için markaların değer önermelerini oluşturması ve müşterileriyle güçlü bir bağ kurması gerekir. Müşteri değeri yaratmak ve müşterilerin değer yaratma sürecine katılmasını sağlamak, iyi bir pazarlama stratejisinin iki önemli unsurudur. Bu bağlamda bu ders, pazarlamanın temel kavramlarına odaklanır ve tüketici ihtiyaç ve isteklerini anlamanın, tüketicileri yönetimsel karar verme sürecinde merkeze koymanın önemini vurgular.
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Course Learning Outcomes and Competences
Upon successful completion of the course, the learner is expected to be able to:
1) pazarlama sürecini anlamak
2) Bir kuruluş için pazarlama stratejisinin önemini bilmek
3) Pazarlama ortamını analiz etme sürecini anlamak
4) Alıcı davranışının temel özelliklerini anlamak
5) Promosyon ve pazarlama tekliflerinin temel unsurlarını analiz etmek
6) basit bir pazarlama planı tasarlamak
7) Müşteri memnuniyeti ve bağlılığının önemini bilmek
8) Pazarlama yoluyla sürdürülebilirliği destekleyecek çözümler sunmak
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Program Learning Outcomes/Course Learning Outcomes |
1 |
2 |
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7 |
8 |
1) Has a broad understanding of economics with a deep exposure to other social sciences and mathematics. |
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2) Demonstrates knowledge and skills in understanding the interactions of different areas of economics. |
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3) Displays a sound comprehension of microeconomic and macroeconomic theory.
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4) Applies economic concepts to solve complex problems and enhance decision-making capability. |
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5) Uses quantitative techniques to analyze different economic systems.
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6) Applies theoretical knowledge to analyze issues regarding Turkish and global economies. |
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7) Demonstrates proficiency in statistical tools and mainstream software programs to process and evaluate economic data. |
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8) Behaves according to scientific and ethical values at all stages of economic analysis: data collection, interpretation and dissemination of findings.
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9) Uses written and spoken English effectively (at least CEFR B2 level) to exchange scientific information. |
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10) Exhibits individual and professional ethical behavior and social responsibility. |
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11) Displays learning skills necessary for further study with a high degree of autonomy |
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Relation to Program Outcomes and Competences
N None |
S Supportive |
H Highly Related |
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Program Outcomes and Competences |
Level |
Assessed by |
1) |
Has a broad understanding of economics with a deep exposure to other social sciences and mathematics. |
N |
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2) |
Demonstrates knowledge and skills in understanding the interactions of different areas of economics. |
N |
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3) |
Displays a sound comprehension of microeconomic and macroeconomic theory.
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N |
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4) |
Applies economic concepts to solve complex problems and enhance decision-making capability. |
N |
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5) |
Uses quantitative techniques to analyze different economic systems.
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N |
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6) |
Applies theoretical knowledge to analyze issues regarding Turkish and global economies. |
N |
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7) |
Demonstrates proficiency in statistical tools and mainstream software programs to process and evaluate economic data. |
N |
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8) |
Behaves according to scientific and ethical values at all stages of economic analysis: data collection, interpretation and dissemination of findings.
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N |
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9) |
Uses written and spoken English effectively (at least CEFR B2 level) to exchange scientific information. |
N |
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10) |
Exhibits individual and professional ethical behavior and social responsibility. |
N |
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11) |
Displays learning skills necessary for further study with a high degree of autonomy |
N |
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Prepared by and Date |
ŞİRİN GİZEM KÖSE , May 2023 |
Course Coordinator |
CEYHAN MUTLU |
Semester |
Güz |
Name of Instructor |
Dr. Öğr. Üyesi ŞİRİN GİZEM KÖSE |
Course Contents
Hafta |
Konu |
1) |
Pazarlamaya Giriş
Şirket ve Pazarlama Stratejisi |
2) |
Pazarlama Ortamını Analiz Etmek
Müşteri İçgörüleri Kazanmak için Pazarlama Bilgilerini Yönetme |
3) |
Alıcı Davranışı: Tüketici ve Ticari Piyasalar |
4) |
Müşteri Değeri Odaklı Pazarlama Stratejisi |
5) |
Müşteri Değeri Odaklı Pazarlama Stratejisi |
6) |
Ürünler, Hizmetler ve Markalar
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7) |
Yeni ürün geliştirme
Ürün yaşam Döngüsü
Fiyatlandırma |
8) |
Pazarlama kanalları
Perakende ve Toptan Satış |
9) |
Bütünleşik Pazarlama İletişimi
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10) |
Reklamcılık ve Halkla İlişkiler
Kişisel Satış
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11) |
Doğrudan, Çevrimiçi, Sosyal Medya ve Mobil Pazarlama
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12) |
Doğrudan, Çevrimiçi, Sosyal Medya ve Mobil Pazarlama
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13) |
Rekabet Avantajı Yaratmak
Küresel Pazar yeri |
14) |
Sürdürülebilir Pazarlama, Sosyal Sorumluluk ve Etik
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15) |
Final Proje Dönemi |
16) |
Final Proje Dönemi |
Required/Recommended Readings | Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Global Ed. 17e, Pearson Education.
(Available Online)
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Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. With videos, case studies, and real-life examples, the students will have the chance to expand their perspectives on marketing. Students are expected to share their opinions, ideas, and questions in class. The instructor will facilitate learning as the responsibility of learning falls mainly on students by reading, analyzing, searching for examples, and working with classmates.
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Homework and Projects |
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Laboratory Work | None |
Computer Use | Technology requirements: MEF University Learning Management System, BlackBoard Collaborate, and other online resources or websites that will be announced or used during the lecture.
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Other Activities | None |
Assessment Methods |
Assessment Tools |
Count |
Weight |
Uygulama |
1 |
% 10 |
Ödev |
1 |
% 20 |
Projeler |
1 |
% 40 |
Ara Sınavlar |
1 |
% 30 |
TOTAL |
% 100 |
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Course Administration |
koseg@mef.edu.tr
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