Iğdır University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
9900001150	PAZARLAMA İLKELERİ	Elective	1	2	3

Level of Course Unit

Short Cycle

Objectives of the Course

" To analyze marketing approach of existing business, determine the marketing approach, analyze marketing environment according to the target market and the industry in which it operates, determine the variables that business can not control, assess parts of the market, contribute to the detection of appropriate departments as target market,contribute to product differentiation and positioning, identify periods of product life, take measures to increase sales, help manage the price according to market structure, competitive situation and business objectives, help create promotional mix according to the target market, determine the marketing channels, channel design, contribute to the selection of the most appropriate channel system. "

Name of Lecturer(s)

ÖĞR.GÖR.MURAT YILMAZ

Learning Outcomes

1	Contribute to the development of understanding of the business marketing
2	Contribute to the development of understanding of the business marketing
3	To analyze the marketing environment
4	To analyze the marketing environment
5	To partition the market and contribute to the selection of target market
6	To partition the market and contribute to the selection of target market
7	To create ideas that will help Product decisions
8	To create ideas that will help Product decisions
9	To contribute to the formation of Pricing strategies
10	To contribute to the formation of Pricing strategies
11	To provide information regarding marketing channels to relevant units
12	To provide information regarding marketing channels to relevant units

Mode of Delivery

Daytime Class

Prerequisites and co-requisities

None

Recommended Optional Programme Components

None

Course Contents

" CONTRIBUTE TO UNDERSTANDING OF MARKETING A. NATURE AND SCOPE OF MARKETING B. DEVELOPMENT OF MARKETING MARKETING ENVIRONMENT ANALYSIS A. THE MARKETING ENVIRONMENT B. THE BUSINESS FACTORS AFFECTING MARKETING TARGET MARKET SELECTION A. MARKET SEGMENTATION B. MARKET SEGMENTATION STRATEGIES C. TARGET MARKET SELECTION STRATEGIES PRODUCT DECISIONS A. PRODUCT / SERVICE DIFFERENTATION B. PRODUCT POSITIONING C. PRODUCT LIFE TERM PRICING STRATEGIES A. PRICING B. PRICING STRATEGIES C. PRICING POLICIES MARKETING CHANNEL A. DISTRIBUTION B. DISTRIBUTION FORMS C. CHANNEL SYSTEMS "

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	"To analyze current marketing understanding of the business, determine marketing approach according to the state of business and market. "
2	"To determine uncontrollable variables and controllable variables "
3	"To evaluate market segments "
4	"To contribute to the identification of appropriate segments as target market "
5	" To help differentiation of the product "
6	"To help positioning of the product "
7	" To take measures by identifying periods of the life of the product, to help determining of the price "
8	" To take measures by identifying periods of the life of the product, to help determining of the price "
9	"To help determine the price "
10	"To provide reorientation of the price "
11	" To make recommendations for price changing strategies "
12	"To determine marketing channels "
13	"To contribute design of marketing channels "
14	"To contribute to the selection of the most appropriate Channel systems "

Recommended or Required Reading

"Hamdi İslamoğlu, “Temel Pazarlama Bilgisi”, Beta Yayınları, 3.Baskı, İstanbul, Temmuz 2009 "

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	100
SUM		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60
SUM		100

Language of Instruction

Turkish

Work Placement(s)

None

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	1	1
Final Examination	1	1	1
Attending Lectures	14	3	42
Self Study	14	2	28
Individual Study for Mid term Examination	1	10	10
Individual Study for Final Examination	1	10	10
TOTAL WORKLOAD (hours)			92

Contribution of Learning Outcomes to Programme Outcomes

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* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High