The aim of this course is to equip students with the fundamental concepts, strategies, and modern approaches to marketing from both theoretical and practical perspectives. Within the scope of the course, students are expected to develop their skills in analyzing the market environment, understanding consumer behavior, strategically managing the elements of the marketing mix (4Ps), and keeping up with current marketing trends in the digital world. In this context, the course aims to enable associate degree students to adapt quickly to the dynamics of the business world by developing the competence to transform theoretical knowledge into practical applications through industry-oriented activities such as conducting market research, performing SWOT analyses, product design, and social media content planning.

Definition, scope, and development of marketing; Fundamental concepts of marketing (need, want, demand, product, goods, service, value, etc.); Marketing approaches and changes in the marketing philosophy (production approach, product approach, sales approach, and marketing approach); Marketing environment and macro/micro factors (SWOT analysis); Marketing information system and marketing research; Consumer behavior and the purchasing decision process; Market segmentation, target market selection, and positioning; Brand management and branding strategies; Marketing mix (4P and 7P) and strategic planning; Product management and the product life cycle; New product development and innovation; Distribution channels and logistics management; New marketing trends in global marketing: Green marketing, digital marketing, and social media management.