Bilgi Paketi / Ders Kataloğu
MKTG 201 Marketing
MEF Üniversitesi
Akademik Programlar
Bilgisayar Mühendisliği
Öğrenciler için Genel Bilgi
Diploma EkiErasmus Beyanı
Bilgisayar Mühendisliği
Lisans Programın Süresi: 4 Kredi Sayısı: 240 TYYÇ: 6. Düzey QF-EHEA: 1. Düzey EQF: 6. Düzey

Ders Genel Tanıtım Bilgileri

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:
Estimated Student Workload 131 hours per semester
Number of Credits 5 ECTS
Grading Mode Standard Letter Grade
Pre-requisites BUS 101 - Introduction to Business (Decision Making)
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.
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.
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.

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
Program Learning Outcomes/Course Learning Outcomes 1 2 3 4 5 6 7 8
1) An ability to identify, formulate, and solve complex engineering problems by applying principles of engineering, science, and mathematics
2) An ability to apply engineering design to produce solutions that meet specified needs with consideration of public health, safety, and welfare, as well as global, cultural, social, environmental, and economic factors
3) An ability to communicate effectively with a range of audiences
4) An ability to recognize ethical and professional responsibilities in engineering situations and make informed judgments, which must consider the impact of engineering solutions in global, economic, environmental, and societal contexts
5) An ability to function effectively on a team whose members together provide leadership, create a collaborative and inclusive environment, establish goals, plan tasks, and meet objectives
6) An ability to develop and conduct appropriate experimentation, analyze and interpret data, and use engineering judgment to draw conclusions
7) An ability to acquire and apply new knowledge as needed, using appropriate learning strategies.

Relation to Program Outcomes and Competences

N None S Supportive H Highly Related
     
Program Outcomes and Competences Level Assessed by
1) An ability to identify, formulate, and solve complex engineering problems by applying principles of engineering, science, and mathematics N
2) An ability to apply engineering design to produce solutions that meet specified needs with consideration of public health, safety, and welfare, as well as global, cultural, social, environmental, and economic factors N
3) An ability to communicate effectively with a range of audiences N
4) An ability to recognize ethical and professional responsibilities in engineering situations and make informed judgments, which must consider the impact of engineering solutions in global, economic, environmental, and societal contexts H Exam
5) An ability to function effectively on a team whose members together provide leadership, create a collaborative and inclusive environment, establish goals, plan tasks, and meet objectives N
6) An ability to develop and conduct appropriate experimentation, analyze and interpret data, and use engineering judgment to draw conclusions N
7) An ability to acquire and apply new knowledge as needed, using appropriate learning strategies. N
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
7) Yeni ürün geliştirme Ürün yaşam Döngüsü Fiyatlandırma
8) Pazarlama kanalları Perakende ve Toptan Satış
9) Bütünleşik Pazarlama İletişimi
10) Reklamcılık ve Halkla İlişkiler Kişisel Satış
11) Doğrudan, Çevrimiçi, Sosyal Medya ve Mobil Pazarlama
12) Doğrudan, Çevrimiçi, Sosyal Medya ve Mobil Pazarlama
13) Rekabet Avantajı Yaratmak Küresel Pazar yeri
14) Sürdürülebilir Pazarlama, Sosyal Sorumluluk ve Etik
15) Final Proje Dönemi
16) Final Proje Dönemi
Required/Recommended ReadingsKotler, P., & Armstrong, G. (2018). Principles of Marketing, Global Ed. 17e, Pearson Education. (Available Online)
Teaching MethodsThe 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.
Homework and Projects
Laboratory WorkNone
Computer UseTechnology requirements: MEF University Learning Management System, BlackBoard Collaborate, and other online resources or websites that will be announced or used during the lecture.
Other ActivitiesNone
Assessment Methods
Assessment Tools Count Weight
Uygulama 1 % 10
Ödev 1 % 20
Projeler 1 % 40
Ara Sınavlar 1 % 30
TOTAL % 100
Course Administration koseg@mef.edu.tr

ECTS Student Workload Estimation

Activity No/Weeks Hours Calculation
No/Weeks per Semester Preparing for the Activity Spent in the Activity Itself Completing the Activity Requirements
Ders Saati 14 2 3 1 84
Proje 1 10 2 12
Ödevler 2 10 2 24
Ara Sınavlar 1 10 1 11
Total Workload 131
Total Workload/25 5.2
ECTS 5