ARTIFICIAL INTELLIGENCE ENGINEERING
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
BA3567	Principles of Marketing	Spring	3	0	3	5

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. ELİF OKAN
Course Lecturer(s):	Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN Prof. Dr. İPEK ALTINBAŞAK FARİNA Prof. Dr. ELİF OKAN
Recommended Optional Program Components:	None
Course Objectives:	The objective of the course is to introduce the participants with the marketing concepts and theories in order to develop, evaluate and implement marketing management strategies in complex environments.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1. Explains the basic concepts and theories of the marketing discipline with an interdisciplinary perspective.
2. Understands the interaction between market and customer within the marketing system.
3. Knows the importance of marketing information and market research methods
4. Can explain why and how consumer behavior occurs
5. Knows market segmentation, targeting and positioning
6. Knows the elements of the marketing mix
7. Understands competitive analysis and marketing strategies on a global and local scale

Course Content

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Understanding Marketingin Creating and Capturing Customer Value and how companies can use their marketing strategies with Partnering to Build Customer Relationships
2)	Analyzing the Marketing Environment And Managing Marketing Information to Gain Customer Insights
3)	Understanding Consumer Markets and Consumer Buyer Behavior
4)	Analyzing Business Markets and Business Buyer Behavior
5)	Knowing how to create Customer-Driven Marketing Strategy: Creating Value for Target Customers
6)	Understanding the strategies associated with Products, Services, and Brands: Building Customer Value
7)	Identifying the process of developing New Products and Managing the Product Life Cycle
8)	Learning to design Pricing Strategies in order to Understand and Capture Customer Value
9)	Identifying the ways to design Marketing Channels: Delivering Customer Value and the roles / functions of Retailing and Wholesaling
10)	Learning to Communicate Customer Value through the use of Advertising and Public Relations
11)	Understanding the effective use of Personal Selling,Sales Promotion ;Direct and Online Marketing in Building Direct Customer Relationships
12)	Finding ways in Creating Competitive Advantage
13)	Getting acquianted with The Global Marketplace
14)	Understanding the importance of Sustainable Marketing: Social Responsibility and Ethics

Sources

Course Notes / Textbooks:	Principles of Marketing, 14/E Kotler & Armstrong 2012 \| Prentice Hall \| Published: 01/27/2011 ISBN-10: 0132167123 \| ISBN-13: 9780132167123
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 5
Quizzes	3	% 5
Homework Assignments	7	% 10
Presentation	3	% 15
Project	2	% 20
Midterms	20	% 20
Final	25	% 25
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 55
PERCENTAGE OF FINAL WORK		% 45
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	42
Presentations / Seminar	7	7
Midterms	13	13
Final	16	66
Total Workload		128

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)	Have sufficient background in mathematics, science and artificial intelligence engineering.
2)	Use theoretical and applied knowledge in the fields of mathematics, science and artificial intelligence engineering together for engineering solutions.
3)	Identify, define, formulate and solve engineering problems, select and apply appropriate analytical methods and modeling techniques for this purpose.
4)	Analyse a system, system component or process and design it under realistic constraints to meet desired requirements; apply modern design methods in this direction.
5)	Select and use modern techniques and tools necessary for engineering applications.
6)	Design and conduct experiments, collect data, and analyse and interpret results.
7)	Work effectively both as an individual and as a multi-disciplinary team member.
8)	Access information via conducting literature research, using databases and other resources
9)	Follow the developments in science and technology and constantly update themself with an awareness of the necessity of lifelong learning.
10)	Use information and communication technologies together with computer software with at least the European Computer License Advanced Level required by their field.
11)	Communicate effectively, both verbal and written; know a foreign language at least at the European Language Portfolio B1 General Level.
12)	Have an awareness of the universal and social impacts of engineering solutions and applications; know about entrepreneurship and innovation; and have an awareness of the problems of the age.
13)	Have a sense of professional and ethical responsibility.
14)	Have an awareness of project management, workplace practices, employee health, environment and work safety; know the legal consequences of engineering practices.