Information Package / Course Catalogue
MKTG 201 Marketing
MEF University
Degree Programs
Business Administration
General Information For Students
Diploma SupplementErasmus Policy Statement
Business Administration
Bachelor Length of the Programme: 4 Number of Credits: 240 TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF: Level 6

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 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)
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) 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) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None S Supportive H Highly Related
     
Program Outcomes and Competences Level Assessed by
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences S Exam
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors H Presentation
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects H Presentation
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability H Exam
5) Demonstrates individual and professional ethical behavior and social responsibility H Exam
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues H Exam
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions H Exam
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting S Exam
9) Displays computer proficiency to support problem solving and decision-making N
10) Demonstrates teamwork, leadership, and entrepreneurial skills H Presentation
11) Displays learning skills necessary for further study with a high degree of autonomy H Exam
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 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
Application 1 % 10
Homework Assignments 1 % 20
Project 1 % 40
Midterm(s) 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
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