Course Language:
English
Course Coordinator:
Courses given by:
Course Objectives:
Expanding students’ knowledge of the marketing system and providing them with the basic marketing terminology; Developing conceptual and analytical skills; Preparing students to think strategically about marketing in today’s global environment
Course Content:
A basic understanding of the marketing concept, the marketing mix, segmentation, targeting, customer value, product life cycle, and marketing ethics
Course Methodology:
1-Lecture 2- Interactive Lecture 6- Case Study 15- Assignment
Course Evaluation Methods:
A-Exam C- Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
| 1) Gains knowledge of basic marketing terminology and ways that marketing relates to other business activities. | 1, 3, 10 | 1, 2, 6, 15 | A, C |
| 2) Gains knowledge of the processes for analyzing, segmenting, and targeting customers in both consumer and business markets. | 1, 5, 6, 8, 10 | 1, 2, 6, 15 | A, C |
| 3) Gains knowledge of the differences between B2B and B2C market strategies. | 1, 4, 10 | 1, 2 | A, C |
| 4) Gains knowledge of different promotional tactics in line with the product life cycle. | 1, 4, 8, 10 | 1, 2, 6, 15 | A, C |
| 5) Develops an awareness of social and ethical issues in marketing. | 7 | 1, 2 | A |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction to marketing: Creating and capturing customer value/Differences between selling and marketing, the positions in the Marketing Department | |
| 2 |
Basic concepts in marketing: Market and market segmentation (Geographic segmentation, Demographic/Socio-economic segmentation, Psychographic segmentation, and Behavioral segmentation) and a brief information about SES groups (A, B, C1, C2, D, and E); Targeting; Positioning
Why is market segmentation important in determining marketing strategies? How is market segmentation proceeded with digital technologies? |
Segmentation, Targeting and Positioning- Learn Customer Analytics |
| 3 | Basic concepts in marketing (continues) : Coordinated marketing, profitability, needs-wants-demands, marketing mix | |
| 4 | Basic concepts in marketing (continues) : Physical products-service products, value-cost-satisfaction,, exchange and transactions, barter-monetary transactions |
Phillippe Starck TED Talks
& Alessi Lemon Squeezer |
| 5 | Basic concepts in marketing (continues) : What is Business to Business (B2B) Marketing? What do companies do to market themselves to another company? What is the difference between B2B and Business to Consumer (B2C) Marketing? | |
| 6 | B2B sample videos and some terminology related to the videos (Inbound marketing, outbound marketing, lead nurturing funnel, SEO, and landing pages) |
Zendesk TV Commercial
"So Yeah, We Tried Slack …" Volvo Trucks What is HubSpot? & What is Inbound Marketing? |
| 7 | Midterm Exam | |
| 8 | Introduction to he product life cycle (PLC): Meaning and characteristics, product categories-product forms-branded products, fashion and fad, the diffusion of innovations theory and its relationship with the PLC |
Diffusion of Innovations
Diffusion of Innovations Theory & The Product Life Cycle |
| 9 | The PLC: Introduction stage (Characteristics and strategies) | |
| 10 | The PLC (continues): Growth stage (Characteristics and strategies) | |
| 11 |
The PLC (continues): Growth stage (continues) (Strategies)
Strategy focus: What do we mean by gaining wider distribution? What are store and non-store retailing? |
Retailers, Wholesalers, and Distributors
& Store versus Non-Store Retailing |
| 12 | The PLC (continues): Maturity stage (Characteristics and strategies) | |
| 13 |
The PLC (continues): Maturity stage (continues) (Strategies)
Strategy focus: Marketing mix modification |
The Four Ps of the Marketing Mix
& Philip Kotler on Why the Four Ps are Safe |
| 14 |
The PLC (continues): Decline stage (Characteristics, strategies, recent statistics on product failure)
Focus: How do companies make the drop or not to drop decision? (Contribution margin, variable cost, total variable expenses, operating profit) |
Biggest Product Flops in History |
| 15 | Final discussion about marketing and the final assignment | |
| 16 | Final | |
Recommended Sources
Material Sharing
| MATERIAL SHARING | |
| Documents | www.coadsys.yeditepe.edu.tr |
| Assignments | www.coadsys.yeditepe.edu.tr |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 50 |
| Homework-Classwork | 12 | 50 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
| COURSE CATEGORY | Fundamental Course |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | X | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | |||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | X | ||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | X | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | X | ||||
| 6 | Students create and lead media strategies in the field of advertising. | X | ||||
| 7 | Students abide by universal values, law and ethical principles. | X | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | X | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | X | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | X | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 12 | 1 | 12 |
| Mid-terms | 1 | 2 | 2 |
| Homework-Classwork | 12 | 1 | 12 |
| Final assignment | 1 | 10 | 10 |
| Total Work Load | 78 | ||
| Total Work Load / 25 (h) | 3,12 | ||
| ECTS Credit of the Course | 3 | ||
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