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Course Code: 
ADV 104
Course Period: 
Course Type: 
Course Language: 
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

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

Textbook Kotler, P. and  Keller, K. L. (2015). Marketing Management. New York: Person.

Posner, H. (2015). Marketing Fashion: Strategy, Branding, and Promotion. London: Laurence King Publishing.

Additional Resources Segmentation, Targeting and Positioning- Learn Customer Analytics,



Phillippe Starck TED Talks, https://www.ted.com/talks/philippe_starck_design_and_destiny/transcript?embed=true&language=tr


Alessi Lemon Squeezer, https://www.youtube.com/watch?reload=9&v=3stiu165d70


Zendesk TV Commercial,  https://www.youtube.com/watch?v=e359jWSGMVg&feature=emb_logo


"So Yeah, We Tried Slack …", https://www.youtube.com/watch?time_continue=52&v=B6zVzWU95Sw&feature=emb_logo


Volvo Trucks, https://www.youtube.com/watch?v=M7FIvfx5J10&feature=emb_logo


What is HubSpot?  https://www.youtube.com/watch?v=hP34oHx68g0&feature=emb_logo


What is Inbound Marketing?  https://www.youtube.com/watch?v=R0UWvdyABFo


Diffusion of Innovations,  https://www.youtube.com/watch?v=kxVeLlTEgtU


Diffusion of Innovations Theory, https://www.youtube.com/watch?v=OU_B-tfK0DU


The Product Life Cycle, https://www.youtube.com/watch?v=oma7q4sQW54


The Four Ps of the Marketing Mix, https://www.youtube.com/watch?v=Mco8vBAwOmA


Philip Kotler on Why the Four Ps are Safe, ,https://www.youtube.com/watch?v=X4T-a4AKMjQ


Ürünlerin Yaşam Evreleri Pazarlama Stratejileri, http://www.dunyagida.com.tr/kose-yazisi/urunlerin-yasam-evreleri-pazarlama-stratejileri/8473


Retailers, Wholesalers, and Distributors, https://www.youtube.com/watch?v=JzLoo8cFJBI


Store versus Non-Store Retailing, https://www.youtube.com/watch?v=w7x2mkuWrG4&t=324s


Biggest Product Flops in History, https://www.businessinsider.com/biggest-product-flops-in-history-2016-12




Professor’s slides 

Material Sharing

Documents www.coadsys.yeditepe.edu.tr
Assignments www.coadsys.yeditepe.edu.tr




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

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


Activities Quantity Duration
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