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
190500304107	MARKETING PRINCIPLES	Elective	2	4	2

Level of Course Unit

First Cycle

Objectives of the Course

The aim of this course; To provide the student with knowledge and equipment about the basic concepts and application of marketing. Basic concepts and development of marketing, marketing environment, strategic marketing, marketing research, consumer markets and consumer behavior, industrial markets, market segmentation, target market selection, market positioning, marketing mix; product, price, distribution and promotion are mentioned.

Name of Lecturer(s)

Dr. Öğr. Üyesi Faruk URAK

Learning Outcomes

1. Defines the concepts and facts that form the basis of marketing and gives examples. 2. Explains the concept of market environment, analyzes the elements that make up the market environment and determines its implications for marketing management. 3. Explains the reasons for consumer behavior, interprets and creates marketing programs. 4. Analyzes the basic marketing components and organizes their place in the marketing process. 5.Evaluates and analyzes current events and developments in the business world in the context of marketing and develops marketing programs with a rational perspective.

Mode of Delivery

Daytime Class

Prerequisites and co-requisities

Recommended Optional Programme Components

Course Contents

This course; Marketing Definition, Scope, Development, Marketing Concept and New Trends - Marketing Environment, Strategic Planning and Role of Marketing - Marketing Research and Information System - Consumer Markets and Consumer Behavior - Industrial Markets and International Markets - Market Segmentation, Targeting, Positioning and Sales Forecasts - Product - Price - Promotion (Marketing Communication) - Personal Sales and Sales Development - Advertising and Public Relations - Internet Marketing and Direct Marketing - Distribution: Distribution Channels, Supply Chain Management and Logistics - Organization, Application and Audit in Marketing Management - Service Marketing and International It includes marketing topics.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Meeting, course introduction, resource suggestion and documents	Lecture, brainstorming, question and answer, discussion, homework and presentation
2	1. Definition, subject, purpose, characteristics and benefits of marketing 1.1. Definition of marketing 1.2. Important concepts 1.3. Benefits of marketing 1.4. Some important features of marketing 1.5. Main purposes of marketing activities	Lecture, brainstorming, question and answer, discussion, homework and presentation
3	3. Historical Development of Marketing 3.1. Historical development of marketing 3.2. Production-oriented marketing approach 3.3. Product-oriented marketing approach 3.4. Sales-oriented marketing approach 3.5. Marketing concept / modern marketing concept 3.6. market 3.7. Comparison of sales and marketing concepts 3.8. Social marketing approach 3.9. Changing marketing approaches and features	Lecture, brainstorming, question and answer, discussion, homework and presentation
4	4. Change in Marketing and the 4Ps and 4Cs of Marketing 4.1. Change in marketing 4.2. The 4Ps and 4Cs of marketing 4.3. Product (goods, service, product, service) 4.4. Product – branding relationship 4.5. Benefits of branding 4.6. Price 4.7. Place 4.8. Promotion	Lecture, brainstorming, question and answer, discussion, homework and presentation
5	5. Consumer Market and Consumer Behavior 5.1. Consumer market 5.2. Consumer behavior 5.3. What is consumer behavior? 5.4. Consumer Black Box 5.5. Consumer Decision Process 5.6. Consumer characteristics - factors influencing consumer behavior 5.7. Cultural factors 5.8. Social factors 5.9. Personal factors 5.10. Psychological factors 5.11. Abraham Maslow's hierarchy of needs 5.12. Examples	Lecture, brainstorming, question and answer, discussion, homework and presentation
6	6. Organizational Markets and Industrial Buyer Behaviors 6.1. Types of buyers in organizational markets 6.2. Institutions 6.3. Government/public 6.4. Manufacturers 6.5. Intermediary businesses 6.6. Characteristics of organizational markets 6.7. Purchasing behavior of industrial buyers 6.8. Key factors affecting the purchasing behavior of industrial buyers 6.9. Participants in the industrial purchasing process 6.10. Decision process of industrial buyers	Lecture, brainstorming, question and answer, discussion, homework and presentation
7	7. Customer Relationship Management and Customer Value Concepts 7.1. Customer Relations in Marketing 7.2. Customer 7.3. Customer Value 7.4. Customer Satisfaction 7.5. Customer loyalty 7.6. Customer Lifetime Value 7.7. Customer relations management 7.8. Objectives of Customer Relationship Management 7.9. Stages of the Customer Relationship Management Process	Lecture, brainstorming, question and answer, discussion, homework and presentation
8	Face to face exam	Face to face exam
9	9. Environmental Aspects in Marketing 9.1. Micro-environmental factors of the business 9.1. Organization (the business's own organization) 9.2. Suppliers 9.3. Intermediary institutions 9.4. Competitors 9.5. Public opinion groups 9.6. Customers 9.7. Macro environmental factors of the business 9.8. Demographic environment 9.9. Economic environment 9.10. Natural (ecological) environment 9.11 Technological environment 9.12 Political and legal environment 9.13. Social and cultural environment	Lecture, brainstorming, question and answer, discussion, homework and presentation
10	10. Market Segmentation, Target Market And Positioning 10.1. Market segmentation 10.2. Benefits of market segmentation 10.3. Effective market segmentation conditions 10.4. Segmentation variables of consumer markets 10.5. Target market 10.6 Target market identification strategies 10.7. Factors affecting the choice of target market strategy 10.8. Positioning 10.9. Features of positioning 10.10. Methods that can be used in positioning 10.11. Repositioning 10.12. Use of perception maps in positioning	Lecture, brainstorming, question and answer, discussion, homework and presentation
11	11. Service Marketing 11.1. Service concept 11.2. Key features of the services 11.3. Intangibility (invulnerability) 11.4. Homogeneity (heterogeneity) 11.5. Inseparability in production and consumption (simultaneous production and consumption) 11.6. Instability 11.7. Ownership 11.8. Service marketing mix 11.9. Product (service) 11.10. Price 11.11. Distribution 11.12. Promotion 11.13. Physical environment 11.14. Human (participants) 11.15. Process management	Lecture, brainstorming, question and answer, discussion, homework and presentation
12	12. Marketing Information System 12.1. Marketing information system and marketing research 12.1. The need for information in marketing 12.2. Marketing information system (PBS) 12.3. Purposes and benefits of PBS 12.4. Questions that form the basis of the marketing information system 12.5. Internal reporting system / internal recording systems 12.6. Marketing intelligence system 12.7. Marketing decision support system 12.8. Scope of marketing research 12.9. Marketing research process 12.10. Defining the problem 12.11. Determination of research objectives 12.12. Design of the research plan 12.13. Data collection 12.14. Data collection methods 12.16. Data processing and analysis 12.17. Reporting and presenting the findings 12.18. Examples	Lecture, brainstorming, question and answer, discussion, homework and presentation
13	13. Electronic Marketing 13.1. Internet and marketing 13.2. Electronic marketing and its scope 13.3. Features of electronic marketing 13.4. Advantages of electronic marketing 13.5. Electronic marketing mix and goods/service decisions 13.6. Price decisions 13.7. Distribution decisions 13.8. Promotion decisions 13.9. Electronic marketing methods 13.10. Internet advertisements such as banners 13.11. Search engines 13.12. Loyalty, referral and affiliate programs, websites, email, blogs and permission marketing 13.13. Social media and social media marketing 13.14. Social media marketing 13.15. Social media tools	Lecture, brainstorming, question and answer, discussion, homework and presentation
14	14. International Marketing 14.1. International marketing concept 14.2. Reasons that lead businesses to international marketing 14.3. Internationalization stages of businesses 14.4. Only domestic market oriented enterprises 14.5. Businesses focused on export marketing 14.6. International marketing oriented businesses 14.7. Multinational marketing-oriented businesses 14.8. Global marketing oriented businesses 14.9. Environmental factors affecting international marketing 14.9. Economic environment 14.10. Cultural environment 14.11. Political and legal environment 14.12. Technological environment 14.13. Methods of entry into international markets 14.14. Export 14.15. Lİcensing 14.16. Joint venture 14.17. Direct investment	Lecture, brainstorming, question and answer, discussion, homework and presentation