INTRODUCTION TO MARKETING

MAN231

Course Code: MAN231
Semester: Third Term (Fall)
Theory+Practice: 3 + 0
ECTS: 5

Course Type

Compulsory Course

Course Level

Bachelor's Degree

Year of Study

Semester

Third Term (Fall)

ECTS

Name of Lecturer(s)

Professor Zeliha Eser

Learning Outcomes

At the end of this course, the students;

Comprehend the importance of marketing in business functions.
Develop marketing strategies and implement them in business life.
Know marketing mix elements.
Determine appropriate marketing strategies for consumer and industrial markets.
Know the marketing environment.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

None

Course Description

Marketing is regarded as one of the main functions of a business. In this course, marketing concept, marketing system, pricing, product, distribution channels, promotion, marketing research, market segmentation and market analysis are analyzed. Students who miss more than 30% of total class hours receive an F2 grade.

Course Contents

WEEK	TOPICS
1^st Week	Classroom Orientation ? Definition of Marketing and Marketing Perspectives
2^nd Week	Marketing Environment
3^rd Week	Marketing Management, Strategic Planning, and the Relationship with Marketing Planning ? Values Presentations
4^th Week	Personal SWOT Analysis ? Values Presentations ? Market Segmentation, Target Market ? Values Presentations
5^th Week	Differentiation and Positioning ? Values Presentations
6^th Week	Consumer Market and Consumer Buying Behavior ? Values Presentations
7^th Week	Midterm Week
8^th Week	Organizational Markets and Buying Behavior ? Values Presentations
9^th Week	Product Strategies ? Innovation and New Product Development ? Values Presentations
10^th Week	Pricing Strategy ? Values Presentations
11^th Week	Distribution Strategies ? Values Presentations
12^th Week	Promotion Strategies ? Values Presentations
13^th Week	Business Analysis Presentations
14^th Week	Business Analysis Presentations

Recommended or Required Reading

Eser, Z., Korkmaz, S., & Öztürk, S. A. (2022). Marketing: Concepts, Principles, Decisions (4th ed.). Ankara: Siyasal Publishing.

Planned Learning Activities and Teaching Methods

Lecture
Discussion
Project

Assessment Methods and Criteria

	Quantity	Percentage (%)
Assignment	1	30
Project	1	30
Total(%)		60
Contribution of In-term Studies to Overall Grade(%)		60
Contribution of Final Examination to Overall Grade(%)		40
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	0	0	0
Preparation for Quiz
Individual or group work	14	1	14
Preparation for Final exam	1	40	40
Course hours	14	3	42
Preparation for Midterm exam	1	30	30
Laboratory (including preparation)
Final exam	1	2	2
Homework	2	10	20
Total Work Load			148
Total Work Load / 30 (h)			4.93
ECTS Credit of the Course			5

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3	LO4	LO5
K1	X		X	X	X
K2		X
K3		X
K4
K5
K6
K7
K8
K9
K10
K11
K12
K13