Information Package
baskent.edu.tr

Program of Communication and Design

İLF245

MARKETING

Course Code
İLF245
Semester
Third Term (Fall)
Theory+Practice
3 + 0
ECTS
5
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterThird Term (Fall)
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Demonstrate knowledge of the fundamental concepts of marketing
  2. 2. Identify and explain the interrelations between marketing, public relations, advertising, and the communication industry.
  3. 3. Critically analyze the influence of digitalization and artificial intelligence on marketing strategies.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course introduces students to the fundamental concepts of marketing, its theoretical framework, and its strategic importance for businesses in both national and international contexts. It explores the relationship between marketing management and environmental factors, the components of the marketing mix (product, price, place, promotion), and the strategic marketing planning process. The course also addresses marketing information systems, consumer and industrial markets and international marketing practices. In addition, the impact of digitalization and artificial intelligence on marketing strategies, along with related ethical considerations, are critically examined through case studies.
Course Contents
WEEK TOPICS
1st Week Course introduction; overview of marketing; definition and importance of marketing; key resources.
2nd Week Fundamental marketing concepts; development and comparison of marketing approaches.
3rd Week Marketing management and the environment: external (macro and micro) and internal factors.
4th Week Marketing mix: Product.
5th Week Marketing mix: Price.
6th Week Marketing mix: Place (Distribution).
7th Week Marketing mix: Promotion.
8th Week Strategic marketing process and strategic planning concepts.
9th Week Marketing planning and the marketing management process.
10th Week Marketing information systems and marketing research.
11th Week Consumer markets and consumer behavior.
12th Week Industrial markets and international markets.
13th Week Emerging trends: AI-supported decision-making, social media, and algorithms.
14th Week Case studies: AI-supported marketing and ethical issues.
Recommended or Required ReadingChaffey, Dave; Chadwick, Fiona Ellis (2019). Digital Marketing: Strategy, Implementation and Practice, Pearson.
Eser, Zeliha; Korkmaz, Sezer, Öztürk, Ayşe ( 2022). Pazarlama: Kavramlar İlkeler Kararlar, Ankara: Siyasal Kitabevi.
Kotler, P. T., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing (17th ed.). Pearson.
Mucuk, İsmet (2017). Pazarlama İlkeleri, İstanbul: Türkmen Kitabevi.
Sharp, Byron (2021). Pazarlama: Teori, Kanıt, Uygulama (Çeviri Editörü: Ali Atıf Bir), İstanbul: the Kitap Yayınları.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Total(%) 40
Contribution of In-term Studies to Overall Grade(%) 40
Contribution of Final Examination to Overall Grade(%) 60
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 2 2
Preparation for Quiz
Individual or group work
Preparation for Final exam 1 57 57
Course hours 14 3 42
Preparation for Midterm exam 1 47 47
Laboratory (including preparation)
Final exam 1 2 2
Homework
Total Work Load150
Total Work Load / 30 (h)5
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1 X
K2 X
K3 X X
K4 X X X
K5 X
K6
K7
K8 X
K9 X
K10
K11
K12 X
K13
K14
K15
K16
K17
K18
K19
K20 X X
K21
K22
K23
K24
K25