Faculty of Engineering and Natural Sciences · Industrial Engineering (English 30%) · Undergraduate
ECTS: 5 T+P+L: 3+0+0 Departmental Elective
Coordinator: Arş. Gör. Biset TOPRAK
Course Objective
Providing necessary information about marketing functions and processes, which are increasingly important in business management, and meeting the need for information on this subject.
Course Content
This course examines the world of marketing, explaining what marketing is, what its main goals and functions are. A wide variety of topics are covered, including but not limited to marketing environment, developing new products, pricing strategies, marketing channels, advertising, online and social media marketing.
Course Learning Outcomes
- Define and apply fundamental marketing principles, including value creation, customer engagement, and the role of marketing in business and society (societal marketing).
- Identify key external and internal factors that influence marketing decisions, including market trends, competition, and consumer behavior.
- Assess product and service decisions, branding approaches, and product life-cycle strategies to understand their impact on consumer perception and business performance.
- Compare different pricing models and marketing channel structures to determine how firms capture customer value and optimize market reach.
- Examine how businesses engage consumers through advertising, public relations, personal selling, and digital marketing to enhance brand awareness and customer relationships.
- Integrate knowledge of marketing principles to analyze case studies, evaluate marketing strategies, and propose solutions to business challenges.
Core Area Distribution
(31) Social and Behavioural Science%25 (34) Business and Administration%75
Teaching Methods
ExpressionQuestion-AnswerDiscussionPresentationCase Study
Assessment & Evaluation
HomeworkPerformance Assignment ( Lab / Workshop / Field Work / Seminar / Presentation / Completion Study / ThesisTesting (Essay / Tests: True-Falls, multiple-choice, short answer, matching)
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 1 | 16 |
| Midterm | 0 | 0 | 0 |
| Quiz | 0 | 0 | 0 |
| Assignment | 2 | 20 | 40 |
| Practice | 16 | 1 | 16 |
| Final | 1 | 5 | 5 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Class Introduction, Marketing: Creating Customer Value and Engagement | Related Chapter |
| 2 | Analyzing the Marketing Environment | Related Chapter |
| 3 | Product and Service Decisions, Services Marketing | Related Chapter |
| 4 | Branding Strategy, Developing New Products | Related Chapter |
| 5 | Product Life-Cycle Strategies | Related Chapter |
| 6 | Pricing: Understanding and Capturing Customer Value | Related Chapter |
| 7 | Recap | - |
| 8 | Mid term | |
| 9 | Pricing Strategies: Additional Considerations | Related Chapter |
| 10 | Marketing Channels: Delivering Customer Value | Related Chapter |
| 11 | Retailing and Wholesaling | Related Chapter |
| 12 | Engaging Consumers and Communicating Customer Value | Related Chapter |
| 13 | Advertising and Public Relations | Related Chapter |
| 14 | Personal Selling and Sales Promotion | Related Chapter |
| 15 | Direct, Online, Social Media, and Mobile Marketing | Related Chapter |
| 16 | Final Exam |