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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
ADV1603	Marketing in Digital Era	Fall	3	0	3	5

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):	Instructor HAKKI PINAR KILIÇ Prof. Dr. BURCU EKER AKGÖZ
Course Objectives:	The overall objective of this first course is to understand marketing concept and develop marketing knowledge and skills. The objectives are: 1. Understanding the core marketing concepts and developing strategic marketing plans. 2. Developing strategic thinking capabilities. 3. Understanding the strategic and transformational role of marketing within an organisation for competitive advantage. 4. With the improvements in technology, examining the changing dynamics of business environment, consumers and markets and how to adopt marketing strategies accordingly.

Learning Outcomes

The students who have succeeded in this course;
1) Defines The Core Concepts of Marketing
2) Develop Marketing Strategies and Plans.
3) Analyzes the macro and micro environment, to be able to develop SWOT analysis.
4) Identifies Market Segments, Targeting and Positioning for a product/service.
5) Defines 4 P / Product Strategy.
6) Defines 4 P /Competition
7) Defines 4 P /Pricing Strategies
8) Defines 4 P /Distribution
9) Defines 4 P /Promotions
10) Understands how to execute marketing plans

Course Content

This course deals with the basic concepts of marketing. Students first learn the basic concepts and tools for strategy development. Then, they focus on other topics such as SWOT analysis, identifying market segments, 4P analysis. Students complete the course by learning how to implement a full marketing plan.
The teaching methods to be used are as follows;
Lecture: Explaining the topics to students.
Reading: Students reading course materials.
Case Study: Students analyze marketing related case studies.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	1. Marketing in a changing world – satisfying human needs 2. Marketing and society: Social responsibility and marketing ethics
2)	1. Strategic market planning 2. The marketing environment 3. The global marketplace
3)	1. Consumer buying process 2. Business buying process
4)	1. Marketing research
5)	1. Identifying Market Segments and Target Consumers
6)	1. Customer Value Proposition 2. Positioning
7)	Designing and Managing Products and Services
8)	Midterm Exam
9)	1. Building Brands
10)	1. Pricing and Sales Promotion
11)	1. Marketing Communications 2. IMC 3. Personal Selling 4. Direct Marketing
12)	1. Distribution and Retailing
13)	1. Driving Growth 2. Developing New Market Offerings
14)	Review

Sources

Course Notes / Textbooks:	• Philip Kotler & Gary Armstrong & John Saunders & Veronica Wong Principles of Marketing 19th European Edition • Philip Kotler, Kevin Lane Keller, Alexander Chernev, Marketing Management, 16thg Edition, Global Edition
References:	• Philip Kotler & Gary Armstrong & John Saunders & Veronica Wong Principles of Marketing 19th European Edition • Philip Kotler, Kevin Lane Keller, Alexander Chernev, Marketing Management, 16thg Edition, Global Edition

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Homework Assignments	1	% 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	14	3	42
Study Hours Out of Class	14	9	126
Homework Assignments	1	4	4
Preliminary Jury	1	3	3
Final	1	3	3
Total Workload			178

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	4
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	3
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	2
4)	To be able to follow and interpret innovations in the field of advertising	4
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	2
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2