ECONOMICS | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
REK5207 | Fundamental Principles of Marketing | Fall | 3 | 0 | 3 | 14 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | Turkish |
Type of course: | Non-Departmental Elective |
Course Level: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Face to face |
Course Coordinator : | Prof. Dr. SERDAR PİRTİNİ |
Recommended Optional Program Components: | None |
Course Objectives: | The purpase of this course is to provide students an in-depth understanding of marketing communication concepts, principles, and terminology in both business and nonprofit environments, to understand the role of integrated marketing communications in an organization and providing ability to develop a communication plan for an actual company. |
The students who have succeeded in this course; I. To identify marketing communications studies theoretically and practically. II. To identify the elements of marketing communications mix (advertising, public relations, sales promotion, direct marketing, personal selling) III. To identify how marcom mix elements create synergy when integrated. IV. To be able to develop a basic integrated marketing communications plan showing applicable target markets, use of the marketing communications mix and an appropriate understanding of market research. V. To be able to prepare a marketing communication project of an actual company VI. To be able to show marketing commication problem solving skills through case analysis and environmental scanning. |
Core concepts of marketing communications. Role of marketing communication in organizations. 3.Tools of marketing communication and their applications Application of an integrated marketing communication problems for organizations. |
Week | Subject | Related Preparation |
1) | Introduction. | |
2) | Overview of marketing communication and the marketing communication process. | |
3) | The communication process. | |
4) | Buyer behaviors. | |
5) | Marketing communication planning process. | |
6) | Media planning and strategy. | |
7) | Evaluation of media. | |
8) | Marketing communication tools. | |
9) | Advertising, brand management, branding. | |
10) | Communication strategies. | |
11) | Public relations, publicity, corporate image. | |
12) | Corporate advertising, event and sponsorship. | |
13) | Direct marketing and personal selling. | |
14) | Objectives and budgeting for promotional program. |
Course Notes / Textbooks: | Ders notları haftalık olarak verilecektir. / Will be given weekly. |
References: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 10 |
Presentation | 1 | % 20 |
Midterms | 1 | % 30 |
Final | 1 | % 40 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
Total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 14 | 42 |
Presentations / Seminar | 5 | 35 |
Midterms | 7 | 35 |
Final | 7 | 60 |
Total Workload | 172 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | As a world citizen, she is aware of global economic, political, social and ecological developments and trends. | 2 |
2) | He/she is equipped to closely follow the technological progress required by global and local dynamics and to continue learning. | 2 |
3) | Absorbs basic economic principles and analysis methods and uses them to evaluate daily events. | 2 |
4) | Uses quantitative and statistical tools to identify economic problems, analyze them, and share their findings with relevant stakeholders. | 2 |
5) | Understands the decision-making stages of economic units under existing constraints and incentives, examines the interactions and possible future effects of these decisions. | 1 |
6) | Comprehends new ways of doing business using digital technologies. and new market structures. | 2 |
7) | Takes critical approach to economic and social problems and develops analytical solutions. | 1 |
8) | Has the necessary mathematical equipment to produce analytical solutions and use quantitative research methods. | 2 |
9) | In the works he/she contributes, observes individual and social welfare together and with an ethical perspective. | 2 |
10) | Deals with economic problems with an interdisciplinary approach and seeks solutions by making use of different disciplines. | 1 |
11) | Generates original and innovative ideas in the works she/he contributes as part of a team. | 2 |