COURSE SYLLABUS

MARKETING

1	Course Title:	MARKETING
2	Course Code:	ISL5303
3	Type of Course:	Compulsory
4	Level of Course:	Second Cycle
5	Year of Study:	1
6	Semester:	1
7	ECTS Credits Allocated:	7
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. Çağatan Taşkın
16	Course Lecturers:	Prof. Dr. Erkan Özdemir Prof. Dr. M. Hakan Altıntaş Prof. Dr. Çağatan Taşkın
17	Contactinformation of the Course Coordinator:	Prof. Dr. Erkan Özdemir E-posta: eozdemir@uludag.edu.tr Telefon: 0224 294 11 53 Adres: Uludağ Üniversitesi İİBF İşletme Bölümü, Görükle, Nilüfer 16059 - Bursa
18	Website:
19	Objective of the Course:	The main purpose of the marketing management course is to make students understand the fundamentals of the concept of marketing and the role of marketing in the business world. For this purpose, it is aimed that students learn the elements of 'Marketing mix' and know the strategies and principles underlying modern marketing practices.
20	Contribution of the Course to Professional Development	This course makes significant contributions to the customer-oriented thinking and studies of the students in the businesses and institutions they will work or work in.

Learning Outcomes:

1	Understanding the importance of marketing;
2	Analyzing marketing problems that businesses can face in their sectors and solve these problems;
3	Applying the necessary techniques for marketing practices;
4	Defining consumer markets and industrial markets;
5	Understanding how businesses can communicate with their target markets;
6	Analyzing numerical data related with marketing function and observing these informations;
7	Using marketing informations in doing an effective marketing plan;
8	Understanding new marketing trends;

22	Course Content:

Week	Theoretical	Practical
1	Marketing Concepts, The Marketing Environment
2	Marketing Planning
3	Consumer Market And Consumer Buyer Behavior
4	Competition Analysis And Competitive Marketing Strategies
5	Market Segmentation
6	Targeting And Positioning
7	Product, Brand
8	Packing And Services
9	New Product Development And Product Life-Cycle Strategies
10	Pricing
11	Distribution
12	Advertising
13	Promotion
14	Personel Selling

23	Textbooks, References and/or Other Materials:	Philip Kotler, Kotler ve Pazarlama - Pazar Yaratmak, Pazar Kazanmak ve Pazara Egemen Olmak, (Çev. Ayşe Özyağcılar), Aura Yayınevi, 2015. Philip Kotler & Gary Armstrong, Principles of Marketing, Global Edition, Pearson Education, 2015 Philip Kotler & Kevin Lane Keller, Marketing Management: Global Edition, Pearson Education, 2015
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	0	0
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	100
Total	1	100
Contribution of Term (Year) Learning Activities to Success Grade		0
Contribution of Final Exam to Success Grade		100
Total		100
Measurement and Evaluation Techniques Used in the Course	Multiple choice or classical exams are used for measurement and evaluation.
Information	Exams are evaluated with a relative or absolute evaluation system depending on the number of students attending the course.

ECTS / WORK LOAD TABLE

CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High