Business Administration
Course Details
KTO KARATAY UNIVERSITY
İktisadi, İdari ve Sosyal Bilimler Fakültesi
Programme of Business Administration
Course Details
İktisadi, İdari ve Sosyal Bilimler Fakültesi
Programme of Business Administration
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 99700010 | Marketing Principles | 1 | Spring | 2 | 3+0+0 | 4 | 4 |
| Course Type | Compulsory |
| Course Cycle | Bachelor's (First Cycle) (TQF-HE: Level 6 / QF-EHEA: Level 1 / EQF-LLL: Level 6) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | - |
| Instructor(s) | Prof. Çağatay ÜNÜSAN |
| Instructor Assistant(s) | - |
Course Instructor(s)
| Name and Surname | Room | E-Mail Address | Internal | Meeting Hours |
|---|---|---|---|---|
| Prof. Çağatay ÜNÜSAN | C-Z02 | [email protected] | 7388 | Tuesday 14:00-15:00 |
Course Content
Pazarlama İlkeleri dersi, dinamik pazarlama alanını anlamak için gerekli olan çok çeşitli konuları kapsamaktadır. Dersin içeriğini temel olarak pazarlama karması (4 Ps: Ürün, Fiyat, Yer, Promosyon), pazar segmentasyonu, hedefleme ve konumlandırma oluşturmaktadır. Bunun yanı sıra öğrenciler tüketici davranışını, pazar araştırması metodolojilerini ve veri analizi tekniklerini keşfedeceklerdir. Ders ayrıca markalaşma, dijital pazarlama ve hem mal hem de hizmetler için pazarlama stratejilerinin geliştirilmesi konularını da ele almaktadır. Vaka çalışmaları, projeler ve gerçek dünya örnekleri aracılığıyla öğrenciler pazarlama kampanyaları tasarlamayı ve değerlendirmeyi, etik hususları anlamayı ve gelişen pazarlama ortamına işletmelerin nasıl uyum sağladığını öğreneceklerdir.
Objectives of the Course
The purpose of the Principles of Marketing course is to provide students with a foundational understanding of the essential concepts, strategies, and practices in marketing. This course aims to equip students with the knowledge and skills needed to effectively identify and satisfy consumer needs, develop marketing strategies, and analyze the impact of marketing activities on business performance. By integrating theoretical frameworks with practical applications, students will gain a comprehensive perspective on how marketing functions as a critical component of business success in various industries.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | X |
| Specialization / Field Courses | |
| Support Courses | |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | 1) To have advanced theoretical and / or practical knowledge and skills related to the basic functions of businesses (management and organisation, accounting and finance, production management and marketing). | 5 |
| P2 | 2) Identify, analyse and evaluate the current and potential problems of businesses by thinking critically and develop alternative solutions by using scientific methods. | 4 |
| P3 | 3) Organises and implements projects and activities for the social environment in line with regional and economic development goals with a sense of social responsibility. | 1 |
| P4 | 4) Act with innovative and creative thinking when establishing a new business and can perform basic activities such as risk taking, finding resources, making market analysis, preparing a business plan for the sustainability of the business. | 1 |
| P5 | 5) Can research and analyse information related to the field of business administration and can set operational, tactical and strategic goals according to the results obtained. | 4 |
| P6 | 6) With the awareness that the learning process continues throughout life, can follow scientific and technological developments related to businesses and can critically evaluate and apply them for their own organisation. | 3 |
| P7 | 7) Can work effectively in interdisciplinary work or multicultural teams, take responsibility, take initiative, transfer information to teammates, work for common goals by cooperating with team members. | 1 |
| P8 | 8) To be able to establish effective written and oral communication with colleagues and all internal and external stakeholders of businesses, in the language of learning and at least one foreign language, and to be able to conduct relations. | 1 |
| P9 | 9) Applies the activities carried out in the field of business administration in line with the awareness of professional ethics, social responsibility, universal and cultural values | 1 |
| P10 | 10) To be able to evaluate the social and legal consequences of the applications related to all the basic functions of businesses. | 1 |
| P11 | 11) Can effectively use, report and interpret the information systems needed in the field of business administration. | 1 |
| P12 | İşletme uygulamalarını değerlendirerek, mevcut uygulamaların sürekli iyileştirilmesi için alanında yetkin ve yeterli sayıda çalışan istihdam edilmesini, eğitilmesini ve işe devam etmelerini sağlar. | 1 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | P.1.1 | 1 | |
| O2 | P.1.2 | 1 | |
| O3 | P.2.1 | 1,5 | |
| O4 | P.5.1 | 1,3 | |
| O5 | P.5.2 | 1 | |
| O6 | P.6.1 | 1 | |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Marketing Fundamentals |
| 2 | Marketing Environment |
| 3 | Consumer Behavior |
| 4 | Marketing Information System and Marketing Research |
| 5 | Market Segmentation and Targeting |
| 6 | Positioning |
| 7 | Strategic Marketing Management |
| 8 | Product: Goods-Services-Ideas |
| 9 | Innovation Management |
| 10 | Price and Pricing |
| 11 | Marketing Communication |
| 12 | Marketing Channels |
| 13 | A Critical Approach to Marketing |
| 14 | General Evaluation |
Textbook or Material
| Resources | Altunışık, R.; Özdemir, Ş.; Torlak, Ö. (2014). "Marketing Principles and Management" Beta: İstanbul |
| Philip Kotler, Kevin Lane Keller (2018). Marketing Management. |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 40 (%) |
| Final Exam | 1 | 60 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 14 | 3 | 42 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 14 | 3 | 42 |
| Midterms | 1 | 15 | 15 |
| Quiz | 0 | 0 | 0 |
| Homework | 0 | 0 | 0 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 20 | 20 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 119 | ||
| Total Work Load / 30 | 3,97 | ||
| Course ECTS Credits: | 4 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P2 | P5 | P6 |
|---|---|---|---|---|---|
| O1 | Pazarlama karması (4P), pazarlama bölümlendirme, hedefleme ve konumlandırma dahil olmak üzere temel pazarlama kavramlarını ve terminolojisini tanımlayabilir. | 5 | 1 | 1 | 1 |
| O2 | Pazarlamanın hem tüketici hem de iş dünyası bağlamındaki rolünü açıklayabilir ve pazarlama stratejilerinin firma hedefleriyle nasıl uyumlu olduğunu tanımlayabilir. | 5 | 1 | 1 | 1 |
| O3 | Gerçek dünyadaki iş senaryolarını analiz ederek pazar ihtiyaçlarını karşılayabilecek pazarlama planları geliştirmek için pazarlama teori ve modellerini uygulayabilir. | 1 | 4 | 1 | 1 |
| O4 | Trendleri saptamak, tüketici davranışını anlamak ve rekabet ortamını değerlendirmek için pazar araştırma verilerini inceleyebileceklerdir. | 1 | 1 | 4 | 1 |
| O5 | Ürün geliştirme, fiyatlandırma, promosyon ve dağıtım kanalları gibi unsurları içeren kapsamlı pazarlama stratejileri ve kampanyaları tasarlayabilir ve önerebilirler. | 1 | 1 | 4 | 1 |
| O6 | Pazar koşulları, hedef kitle ve yatırım getirisi gibi faktörleri göz önünde bulundurarak çeşitli pazarlama stratejileri ve kampanyalarının etkinliğini eleştirel bir biçimde değerlendirebilir. | 1 | 1 | 1 | 3 |