Information Package / Course Catalogue
Marketing
Course Code: İŞY205
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: 4
Objectives of the Course

To equip students with the knowledge and skills to understand the fundamental concepts, processes, and strategic practices of marketing and to evaluate marketing decisions in changing market conditions.

Course Content

This course covers the fundamental concepts of marketing, the evolution of marketing thought, the marketing environment, consumer behavior, market segmentation, target market selection and positioning, marketing information systems and marketing research, marketing mix strategies, marketing planning, and contemporary marketing approaches.

Name of Lecturer(s)
Learning Outcomes
1.Explains the fundamental concepts of marketing, the evolution of marketing thought, and the strategic role of marketing in organizations.
2.Analyzes the marketing environment and the characteristics of consumer and business markets to evaluate marketing decisions.
3.Applies the principles of market segmentation, targeting, and positioning to develop appropriate marketing strategies.
4.Uses data obtained through marketing research and marketing information systems in marketing planning and decision-making processes.
5.Evaluates product, pricing, distribution, and promotion decisions within the framework of the marketing mix and explains integrated marketing practices.
Recommended or Required Reading
1.Mucuk, İ. (2016). "Pazarlama İlkeleri". İstanbul: Türkmen Kitabevi.
2.Eser, Z., Korkmaz, S. ve Öztürk, A. (2011). "Pazarlama: Kavramlar – İlkeler – Kararlar". Ankara: Siyasal Kitabevi.
3.Tenekeciloğlu, B. ve Tokol, T. (2011). "Pazarlama Yönetimi". Eskişehir: Anadolu Üniversitesi Yayınları.
Weekly Detailed Course Contents
Week 1 - Theoretical
Definition and Characteristics of Marketing; Evolution of Marketing Thought.
Week 1 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 2 - Theoretical
Emerging Trends in Marketing.
Week 2 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 3 - Theoretical
The Marketing Environment.
Week 3 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 4 - Theoretical
Strategic Planning.
Week 4 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 5 - Theoretical
Strategic Marketing Planning.
Week 5 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 6 - Theoretical
Marketing Research and Marketing Information Systems.
Week 6 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 7 - Theoretical
Consumer Markets and Consumer Behavior.
Week 7 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 8 - Theoretical
Business Markets and International Markets.
Week 8 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 9 - Theoretical
Market Segmentation, Targeting, and Positioning.
Week 9 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 10 - Theoretical
Sales Forecasting.
Week 10 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 11 - Theoretical
Product Strategies.
Week 11 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 12 - Theoretical
Pricing Strategies.
Week 12 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 13 - Theoretical
Distribution Channels.
Week 13 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Week 14 - Theoretical
Promotion Mix.
Week 14 - Preparation Work
Reading the relevant chapter(s) of the course textbook.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%5
Quiz1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141356
Assignment1606
Quiz1202
Midterm Examination115015
Final Examination120020
TOTAL WORKLOAD (hours)99
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
PÇ-14
OÇ-1
3
2
2
1
1
OÇ-2
1
3
2
3
1
2
1
1
1
OÇ-3
2
3
2
2
2
1
2
1
1
1
OÇ-4
2
3
2
3
2
1
1
1
2
OÇ-5
2
3
2
2
1
2
1
1
1
2
Adnan Menderes University - Information Package / Course Catalogue
2026