School of Economics and Administrative Sciences \ Business Administration
Course Credit
ECTS Credit
Course Type
Instructional Language
Programs that can take the course
Management, International Entrepreneurship
This course is designed to introduce the fundamentals of marketing, both as a corporate management tool and as a significant social force. Students will gain knowledge of marketing strategies and the planning, implementation, and control processes of the marketing mix.
Textbook and / or References
1. “Principles of Marketing” by Kotler, P. and Armstrong, G., 12.baskı, Pearson
2. “Marketing: An Introduction” by Armstrong, G. and Kotler, P. (11. baskı), Prentice Hall (suggested)
3. “M: Marketing” by Grewal, D. and Levy, M., McGraw-Hill Education (tavsiye edilen)
To introduce the functions of marketing in strategic planning for businesses,
To provide the ability to analyze the marketing environment, competition and consumer behavior,
To provide an understanding of how basic marketing strategy decisions such as segmentation, targeting and positioning can be made,
To provide the ability to evaluate and design decisions regarding the strategic marketing mix (product, pricing, distribution and promotion),
To provide basic information about ethical issues and values in marketing.
1. Have knowledge of key marketing terms and concepts.
2. Analyze the marketing environment and competitive landscape.
3. Examine and understand consumer needs and behaviors.
4. Understand the decision-making process of market segmentation, targeting, and positioning.
5. Comprehend how strategic marketing mix decisions (product, pricing, distribution, and promotion) are made.
6. Have awareness of ethical issues related to marketing.
7. Develop the ability to understand and express marketing concepts in English.
Week 1: Introduction to Marketing
Week 2: The Marketing Environment
Week 3: Consumer Behavior
Week 4: Marketing and Strategic Planning
Week 5: Marketing Data Management
Week 6: Segmentation, Targeting, and Positioning
Week 7: Marketing Mix - Product
Week 8: Marketing Mix - Pricing
Week 9: Marketing Mix - Distribution
Week 10: Marketing Mix - Promotion
Week 11: Social Responsibility and Ethics in Marketing
Week 12: Course Summary and Exam Preparation
Tentative Assesment Methods
• Midterm 50%
• Final 50%"
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