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Week
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Topics
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Study Metarials
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1
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Definitions related to marketing, basic concepts of marketing (product, need, demand and demand, consumer, customer and commercial customer, sales and marketing, customer satisfaction, change and exchange, competition)
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R1. Part 1
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2
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Market definitions and market types, developments in marketing concept and understanding (production understanding period, product understanding period, sales understanding period, modern marketing understanding period)
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R1. Part 1
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3
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Social marketing, sustainable marketing, sustainable consumption.
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R1. Part 1
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4
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Importance of marketing (the importance of marketing for businesses, the importance of marketing for society)
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R1. Part 2
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5
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Functions of marketing (marketing system functions, marketing management functions)
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R1. Part 2 and 9
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6
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Product decisions (concepts and definitions about product, product levels, classification of products, product strategies)
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R1. Part 6
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7
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Price decisions (price definitions, importance of price, factors affecting pricing, pricing objectives, pricing strategies and policies)
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R1. Part 6
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8
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Distribution decisions (concepts and definitions related to distribution, the reasons for using the intermediary in the distribution channel, distribution functions, structure and organization of distribution channels, strategic mergers in distribution channels, factors affecting the selection and management of distribution channels, distribution channel strategies)
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R1. Part 6
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9
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Promotion decisions (concepts and definitions about promotion, developments that make promotion activities important, promotion and communication process, stages in developing an effective communication system, creating promotion budget and promotion mix, structure and characteristics of promotion tools, promotion mix strategies)
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R1. Part 6
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10
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The concept of marketing management, marketing planning, strategic marketing and strategic marketing planning
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R1. Part 2
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11
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Marketing information and research systems, Topics in marketing research
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R1. Part 3
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12
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Customer relationship management concept, customer satisfaction, customer loyalty, customer value, customer lifetime value, relational marketing
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R1. Part 4
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13
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The concept of consumer behavior, purchasing decision process, factors affecting purchasing decision process
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R1. Part 4
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14
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Current marketing trends (Green marketing, network marketing, internal marketing, Allowed marketing, Guerrilla marketing, Mobile marketing, Database marketing, viral marketing, Word of mouth marketing (wom, e-wom)
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R1. Part 5
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Program Learning Outcomes |
Level of Contribution |
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1
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Have good knowledge of Turkish language usage. Reads, understands, prepares and presents Turkish official and technical documents.
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-
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2
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Use foreign language correctly. Reads and understands the technical documents written in a foreign language required by his / her professional field and establishes written and oral communication using the foreign language required by his / her field.
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-
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3
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Uses office technologies and computer programs effectively for different purposes.
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-
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4
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Republic of Turkey wins accurate information about the history and the Kemalist thought; Thinks in line with Atatürk`s principles and revolutions.
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-
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5
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Makes the basic mathematical and scientific calculations required by the professional field.
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-
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6
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Uses the ability to communicate effectively with the manager, employees and the environment.
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3
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7
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Do the correspondence of the office and the manager.
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-
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8
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Performs the filing system according to the technique.
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-
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9
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Be polite in making appointments and accepting visitors.
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-
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10
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Knows the rules of protocol to be followed in his office and applies them.
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-
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11
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Assists the manager in the management and organization of the office.
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4
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12
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Recognize the basic concepts and documents related to accounting.
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-
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13
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Acts in accordance with total quality understanding, makes teamwork.
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-
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14
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Learn the basic concepts of law, have basic knowledge of law.
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-
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15
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Learns the basic concepts of business management.
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5
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