| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 3 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Can understand the basic principles of marketing problems
- Can selecting the appropriate techniques for analyzing and problem solving
- Have the ability to identify, formulate and solve marketing problems
- Have the ability to function on multidisiplinary teams
- Have the ability to interrelate the marketing problems and industrial engineering process
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | This course introduces marketing, company and marketing strategy, managing marketing information, consumer markets and consumer buyer behavior, segmentation, targeting, and positioning, product, services, and branding strategies, new-product development and product life-cycle strategies, pricing considerations and approaches, pricing strategies, integrated marketing communication strategy, advertising, sales promotion, and public relations, personal selling and direct marketing. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Marketing Concept |
|
2nd Week |
Business and marketing strategy |
|
3rd Week |
Marketing environment |
|
4th Week |
Marketing research |
|
5th Week |
Consumer market and consumer buying behavior |
|
6th Week |
Market segmentation, target marketing, positioning |
|
7th Week |
Goods, services, brand strategy |
|
8th Week |
Midterm |
|
9th Week |
New product development, product life-cycle strategies |
|
10th Week |
Pricing strategy |
|
11th Week |
Promotional strategy |
|
12th Week |
Distributional strategy |
|
13th Week |
Student projects |
|
14th Week |
Student projects |
|
| Recommended or Required Reading | Kotler, P., and Armstrong, G. (2004) Principles of Marketing, Tenth Edition, International Edition, Pearson Prentice Hall. |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Case Study
- Presentation
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
35 |
| Project |
1 |
20 |
| Attendance |
1 |
5 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
