ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV1613	Introduction to Marketing	Fall	3	0	3	7

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. YEŞİM ULUSU
Course Lecturer(s):	Prof. Dr. YEŞİM ULUSU
Recommended Optional Program Components:	None
Course Objectives:	The overall objective of this first course in marketing is to develop knowledge and skills. More specifically, we seek to: 1. Develop a disciplined approach to the analysis of marketing problems. 2. Foster an appreciation for the value of marketing concepts 3. Understand the role of marketing within the firm’s business strategies. 4. Understand how the elements of a successful marketing program fit together.

Learning Outcomes

The students who have succeeded in this course;
I. To be able to define The Core Concepts Of Marketing
II. To be able to develop Marketing Strategies and Plans
III. To be able to analyse the macro and micro environment,to be able to develop SWOT analysis.
IV. To be able to Identify Market Segments, Targeting and Positioning for a product/service chosen by themselves
V. Understand the 4 P / Product Strategy
VI. Understand the 4 P /Competition
VII. Understand the 4 P /Pricing Strategies
VIII. Understand the 4 P /Distribution
IX. Understand the 4 P /Promotion

Course Content

This course in marketing is about key marketing concepts,production,pricing,dıstribution and promotional strategies.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introductıon
2)	Defining Marketing for The New Realities • The value of marketing • The scoope of marketing - Core marketing concepts
3)	Developing Marketing Strategies and Plus - The value delivery process • Defining mission and vision • Bussiness units -Swot -Strategic Bussiness Planning Proces	Assigment 1 step 1. Find a mission and vision statements of a conpany chosen by you Assignment 2 step 2. Find strategic bussiness units o a company choosen from a list given
4)	Components of Modern Marketing System
5)	Creating Customer Satisfaction, Value
5)	Conducting Marketing Research -define the problem -collecting information -analysing data -present findings,
6)	Customer Value and Analysing Consumer Markets - Customer Satisfaction -What influence customer Behavior? -The buying decision process	Homework Shopping list
7)	Market Segmentation ,Targetsing and Position
8)	Midterm
9)	4P strategies - Product -Price -Place -Promotion
10)	Designing and Managing Integrated marketing communications • How does communication work? -Integrated marketing communication planning
11)	Mass communication • Advertising -Pr
12)	Mass communication • sales promotion -personal selling -direct marketing
12)	Developing Pricing Strategies and Programs
13)	Managing digital communications -online marketing -social media -Mobile marketing
14)	Final Exam

Sources

Course Notes / Textbooks:	• Kotler, P. & K Management,Global edition i15e, Prentence Hall Reading Materials : 2 books Will Be Given On the beginning of the Semester( each year boks will be updated
References:	Ders notları haftalık olarak verilecektir. Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 5
Quizzes	2	% 5
Homework Assignments	3	% 20
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	8	104
Quizzes	2	8	16
Midterms	1	4	4
Final	1	4	4
Total Workload			167

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	4
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	2
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	1
4)	To be able to analyze primary and secondary research data for a variety of products and services.	4
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	1
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	1
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	3
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	1
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	1
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	5
12)	To be able to identify and meet the demands of learning requirements.	5
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	3