| MEDICINE | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| 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. |
| 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. |
|
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 |
| 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 |
| Course Notes / Textbooks: | Principles of Marketing, 14/E Kotler & Armstrong 2012 | Prentice Hall | Published: 01/27/2011 ISBN-10: 0132167123 | ISBN-13: 9780132167123 |
| References: |
| 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 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 42 |
| Presentations / Seminar | 7 | 7 |
| Midterms | 13 | 13 |
| Final | 16 | 66 |
| Total Workload | 128 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Integrates the knowledge, skills and attitudes acquired from basic and clinical medical sciences, behavioral sciences and social sciences, and uses them in health service delivery. | |
| 2) | In patient management, shows a biopsychosocial approach that takes into account the socio-demographic and sociocultural background of the individual, regardless of language, religion, race and gender. | |
| 3) | In the provision of health services, prioritizes the protection and development of the health of individuals and society. | |
| 4) | Taking into account the individual, societal, social and environmental factors affecting health; does the necessary work to maintain and improve the state of health. | |
| 5) | By recognizing the characteristics, needs and expectations of the target audience, provides health education to healthy/sick individuals and their relatives and other healthcare professionals. | |
| 6) | Shows a safe, rational and effective approach in health service delivery, prevention, diagnosis, treatment, follow-up and rehabilitation processes. | |
| 7) | Performs invasive and/or non-invasive procedures in diagnosis, treatment, follow-up and rehabilitation processes in a safe and effective way for the patient. | |
| 8) | Provides health services by considering patient and employee health and safety. | |
| 9) | In the provision of health services, takes into account the changes in the physical and socioeconomic environment on a regional and global scale, as well as the changes in the individual characteristics and behaviors of the people who apply to it. | |
| 10) | Takes good medical practice into account while carrying out his/her profession. | |
| 11) | Fulfills its duties and obligations within the framework of ethical principles, rights and legal responsibilities required by its profession. | |
| 12) | Demonstrates decisive behavior in providing high-quality health care, taking into account the integrity of the patient. | |
| 13) | Evaluates his/her performance in his/her professional practice by considering his/her emotions and cognitive characteristics. | |
| 14) | Advocates improving the provision of health services by considering the concepts of social reliability and social responsibility for the protection and development of public health. | |
| 15) | Can plan and carry out service delivery, training and consultancy processes related to individual and community health in cooperation with all components for the protection and development of health. | |
| 16) | Evaluates the impact of health policies and practices on individual and community health indicators and advocates increasing the quality of health services. | |
| 17) | The physician attaches importance to the protection of his/her own physical, mental and social health, and does what is necessary for this | |
| 18) | Shows exemplary behavior and leads the healthcare team during service delivery. | |
| 19) | Uses resources cost-effectively, for the benefit of society and in accordance with the legislation, in the planning, implementation and evaluation processes of health services in the health institution he/she is the manager of. | |
| 20) | Establishes positive communication within the health team it serves and assumes different team roles when necessary. | |
| 21) | Is aware of the duties and responsibilities of the health workers in the health team and acts accordingly. | |
| 22) | In the professional practices, works in harmony and effectively with the colleagues and other professional groups. | |
| 23) | Communicates effectively with patients, their relatives, healthcare professionals, other professional groups, institutions and organizations. | |
| 24) | Communicates effectively with individuals and groups that require a special approach and have different socio-cultural characteristics. | |
| 25) | In the diagnosis, treatment, follow-up and rehabilitation processes, shows a patient-centered approach that associates the patient with the decision-making mechanisms. | |
| 26) | Plans and implements scientific research, when necessary, for the population it serves, and uses the results and/or the results of other research for the benefit of the society. | |
| 27) | Reaches and critically evaluates current literature knowledge about his/her profession. | |
| 28) | Applies the principles of evidence-based medicine in clinical decision making. | |
| 29) | Uses information technologies to increase the effectiveness of its work on health care, research and education. | |
| 30) | Effectively manages individual work processes and career development. | |
| 31) | Demonstrates skills in acquiring and evaluating new knowledge, integrating it with existing knowledge, applying it to professional situations and adapting to changing conditions throughout professional life. | |
| 32) | Selects the right learning resources to improve the quality of the health service it offers, organizes its own learning process |