Civil Engineering
Bachelor	Length of the Programme: 4	Number of Credits: 240	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF: Level 6

ECTS Course Information Package

School/Faculty/Institute

Faculty of Economics, Administrative and Social Sciences

Course Code

MKTG 201

Course Title in English

Marketing

Course Title in Turkish

Pazarlama

Language of Instruction

Type of Course

Flipped Classroom

Level of Course

Intermediate

Semester

Fall

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)

Co-requisites

None

Expected Prior Knowledge

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 Learning Outcomes and Competences

Upon successful completion of the course, the learner is expected to be able to:
1) understand the marketing process
2) know the importance of the marketing strategy for an organization
3) understand the process of analyzing the marketing environment
4) understand the basic characteristics of buyer behavior
5) analyze the basic elements of promotion and marketing offerings
6) design a simple marketing plan
7) know the importance of customer satisfaction and engagement
8) offer solutions to support sustainability via marketing

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	S	Participation
3)	An ability to communicate effectively with a range of audiences	S	Participation
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	N
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	S	Participation
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	S	Participation

Prepared by and Date	ŞİRİN GİZEM KÖSE , May 2023
Course Coordinator	CEYHAN MUTLU
Semester	Fall
Name of Instructor	Asst. Prof. Dr. ŞİRİN GİZEM KÖSE

Course Contents

Week	Subject
1)	Introduction to Marketing Company and Marketing Strategy
2)	Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights
3)	Buyer Behavior: Consumer and Business Markets
4)	Customer Value-Driven Marketing Strategy
5)	Customer Value-Driven Marketing Strategy
6)	Products, Services, and Brands
7)	New Product Development Product Life Cycle Pricing
8)	Marketing Channels Retailing and Wholesaling
9)	Integrated Marketing Communications
10)	Advertising and Public Relations Personal Selling
11)	Direct, Online, Social Media, and Mobile Marketing
12)	Direct, Online, Social Media, and Mobile Marketing
13)	Creating Competitive Advantage The Global Marketplace
14)	Sustainable Marketing, Social Responsibility, and Ethics
15)	Final Project Period
16)	Final Project Period

Required/Recommended Readings

Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Global Ed. 17e, Pearson Education. (Available Online)

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.

Homework and Projects

None

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.

Other Activities

None

Assessment Methods

Assessment Tools	Count	Weight
Application	1	% 10
Homework Assignments	1	% 20
Project	1	% 40
Midterm(s)	1	% 30
TOTAL		% 100

Course Administration

koseg@mef.edu.tr

The instructor may act as facilitator for class/group discussions and observe how each student contributes / adds value to the discussed topic. The topic may either cover previous material or assigned new material from videos and book chapters. Homework, if assigned, must be submitted on time and in the requested format. Late submission will not be accepted. This is a flipped course where each student is expected to read assigned material and watch videos in advance, follow class and Blackboard, and actively participate. If you are sick on the day of the exam you need to submit a legitimate doctor’s report explicitly stating that your excuse prevents you from taking the exam in line with university regulations. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation.

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
Course Hours	14	2	3	1	84
Project	1	10	2		12
Homework Assignments	2	10	2		24
Midterm(s)	1	10	1		11
Total Workload					131
Total Workload/25					5.2
ECTS					5