Information Package / Course Catalogue
Basic Marketing İnformation
Course Code: DIT207
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 3
Objectives of the Course

The aim of the course is to give information about basic marketing principles, concepts, marketing tools and marketing environment.

Course Content

The course covers traditional and digital marketing dynamics, consumer and industrial market analysis, market segmentation and positioning (STP), customer relationship management, and the holistic management of marketing mix elements (Product, Price, Place, Promotion).

Name of Lecturer(s)
Learning Outcomes
1.Defines the fundamental and contemporary concepts of marketing.
2.Explains the characteristics of consumer and industrial markets and buyer behavior.
3.Comprehends market segmentation, target market selection, and positioning strategies.
4.Defines marketing information systems and data collection methods.
5.Analyzes the marketing mix elements (Product, Price, Place, Promotion) with a holistic strategy.
Recommended or Required Reading
1.Ömer TORLAK, Remzi ALTUNIŞIK, Pazarlama İlkeleri, Beta Basım Yayım
Weekly Detailed Course Contents
Week 1 - Theoretical
,Giving Information about the Purpose, Processing and Basic Obligations of the Course
Week 2 - Theoretical
Explanation of Marketing Concept and Related Basic Concepts
Week 3 - Theoretical
Evolutions in Marketing Philosophy (Transition from Traditional to Digital Marketing)
Week 4 - Theoretical
Examination of the Market Concept, Consumer and Industrial Markets; Explanation of Micro and Macro Marketing Environments
Week 5 - Theoretical
Consumer Markets and Consumer Behavior Models, Decision-Making Process and Factors Influencing Consumer Behavior
Week 6 - Theoretical
Characteristics of Industrial Markets and Industrial Buyers (B2B Marketing)
Week 7 - Theoretical
Principles of Market Segmentation, Target Market Selection, and Positioning Strategies (STP)
Week 8 - Theoretical
Customer Relationship Management (CRM), Customer Experience (CX), and Brand Loyalty
Week 9 - Theoretical
Marketing Information Systems, Marketing Research, and Introduction to Data Analytics
Week 10 - Theoretical
Overview of Marketing Mix and Analysis of Product Mix & Brand Management
Week 11 - Theoretical
Analysis of Marketing Pricing Mix and Pricing Strategies
Week 12 - Theoretical
Analysis of Marketing Distribution Mix, Logistics, and Supply Chain Management
Week 13 - Theoretical
Analysis of Marketing Promotion Mix: Advertising, Public Relations, Personal Selling, and Digital Communications
Week 14 - Theoretical
Contemporary Marketing Trends: Digital Marketing, E-Commerce, Social Media Strategies, and Marketing Ethics
Assessment Methods and Criteria
Type of AssessmentCountPercent
Attending Lectures1%5
Verbal Examination1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Assignment2216
Assignment Examination1505
Midterm Examination1819
Final Examination1819
TOTAL WORKLOAD (hours)71
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
OÇ-1
5
5
OÇ-2
5
5
OÇ-3
5
5
OÇ-4
5
5
OÇ-5
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026