The aim of this course is to provide students with a comprehensive understanding of the fundamental concepts, development, functions, and organizational significance of marketing, and to equip them with the ability to analyze consumer needs, market structures, and the marketing environment. Within the scope of the course, students are expected to develop a holistic understanding of marketing processes, including market research, target market selection, positioning, product and brand management, pricing, distribution, and marketing communication. Furthermore, the course aims to enable students to apply marketing knowledge effectively in public relations, advertising, promotion, digital communication, and campaign management practices.

This course covers the fundamental concepts and evolution of marketing; marketing orientations; customer value; the marketing environment; strategic marketing planning; marketing information systems; marketing research; consumer behavior; organizational markets; market segmentation; target market selection; positioning; products and services; branding; pricing strategies; distribution channels; integrated marketing communications; digital marketing; customer relationship management; marketing ethics; sustainable marketing; and marketing performance evaluation.