The students who have succeeded in this course;
1) Understanding Fundamental Marketing Concepts:
Students will develop a solid understanding of fundamental marketing principles, including the marketing mix (4Ps: product, price, place, promotion), marketing strategies, and the marketing process.
They will learn how marketing creates value for customers, businesses, and society
2) Ability to Develop Marketing Strategies:
Students will gain the ability to develop essential marketing strategies such as segmentation, targeting, and positioning (STP).
They will learn how to align these strategies with business objectives and adapt marketing plans to different business contexts and market environments.
3) Understanding Consumer Behavior:
Students will understand how factors such as cultural, social, personal, and psychological elements influence consumer decisions.
They will be able to apply consumer behavior theories to develop marketing strategies that meet customer needs and preferences.
4) Knowledge of Market Research Techniques:
Students will be introduced to fundamental market research tools and techniques, including qualitative and quantitative methods.
They will understand the processes of data collection, analysis, and interpretation to inform marketing decisions and generate consumer insights.
5) Skills in Product and Brand Management:
Students will learn concepts such as product lifecycle, product development, and branding.
They will acquire skills in building and maintaining brand equity and developing successful product strategies.
|
| Week |
Subject |
Related Preparation |
| 1) |
Definition of Marketing and Core Concepts
• The Role of Marketing in the Organization and Society
• Needs, Wants, and Demands
• Marketing's Evolution (Production, Product, Selling, Marketing, and Societal Marketing Concepts) |
|
| 1) |
Definition of Marketing and Core Concepts
• The Role of Marketing in the Organization and Society
• Needs, Wants, and Demands
• Marketing's Evolution (Production, Product, Selling, Marketing, and Societal Marketing Concepts) |
|
| 2) |
Subjects:
• Marketing Process Overview
• The Importance of Strategic Planning in Marketing
• Marketing and Customer Value
• Mission Statements and Objectives
|
|
| 3) |
Understanding the Marketing Environment
• Macro and Micro Environmental Factors
• SWOT Analysis and its Application in Marketing |
|
| 4) |
Importance of Marketing Information
• Marketing Research Process (Defining Problems, Data Collection, Analysis)
• Marketing Information Systems (MIS)
• Analyzing and Using Marketing Information
|
|
| 5) |
Factors Influencing Consumer Behavior (Cultural, Social, Personal, and Psychological Factors)
• The Buyer Decision Process
• Models of Consumer Behavior
|
|
| 6) |
Differences Between B2B and B2C Marketing
• Business Buyer Behavior and Decision-Making Process
• Organizational Buying and Procurement
|
|
| 7) |
Market Segmentation: Types (Geographic, Demographic, Psychographic, Behavioral)
• Targeting Strategies (Undifferentiated, Differentiated, Concentrated, Micromarketing)
• Positioning and Creating a Competitive Advantage
|
|
| 8) |
Product and Service Classifications
• Product Life Cycle (PLC)
• New Product Development Process
• Product Differentiation and Branding Strategies |
|
| 9) |
Building and Managing Strong Brands
• Brand Equity, Brand Positioning, and Brand Architecture
• Strategies for Brand Development |
|
| 10) |
• Factors Affecting Pricing Decisions
• Pricing Strategies: Cost-Based, Value-Based, Competition-Based Pricing
• Psychological Pricing and Pricing Adjustments
|
|
| 11) |
• Channel Management and Design
• Types of Marketing Channels (Direct, Indirect, Multichannel)
• Supply Chain and Logistics Management
• Retailing and Wholesaling Strategies |
|
| 12) |
Promotion Mix Elements (Advertising, Sales Promotion, Public Relations, Direct Marketing, Personal Selling)
• Integrated Marketing Communications Strategy (IMC)
• Creating and Managing Advertising Campaigns |
|
| 12) |
Promotion Mix Elements (Advertising, Sales Promotion, Public Relations, Direct Marketing, Personal Selling)
• Integrated Marketing Communications Strategy (IMC)
• Creating and Managing Advertising Campaigns |
|
| 13) |
The Role of Digital Marketing in the Modern Marketing Mix
• Social Media Marketing Strategies
• Online Consumer Behavior and Digital Advertising
• E-Commerce and Mobile Marketing
|
|
| 14) |
Marketing Ethics and Social Responsibility
• Corporate Social Responsibility (CSR) and Sustainability in Marketing
• The Role of Marketing in Societal Well-Being
|
|
| Course Notes / Textbooks: |
Principles of Marketing, Pearson, Philip T. Kotler, Gary Armstrong (Çevrimiçi Ders İçeriği Mevcut), 17. Baskı
Marketing Strategy, Ferrel O.C., Michael Hartline, 8. Uluslararası Baskı, 2014, South Western Cengage Learning
|
| References: |
Principles of Marketing, Pearson, Philip T. Kotler, Gary Armstrong (Çevrimiçi Ders İçeriği Mevcut), 17. Baskı
Marketing Strategy, Ferrel O.C., Michael Hartline, 8. Uluslararası Baskı, 2014, South Western Cengage Learning (İnternette 5. baskısını bulabilirsiniz)
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Istanbul Health and Technology University INFORMATION PACKAGE / COURSE CATALOGUE