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Language of Instruction
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English
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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BUSINESS ADMINISTRATION
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Type of Program
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Formal Education
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Type of Course Unit
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Compulsory
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Course Delivery Method
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Face To Face
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Objectives of the Course
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Understanding the role of marketing within business functions.
Identifying how to apply the marketing mix to meet organizational goals.
Recognizing key concepts in market research, strategy, and planning.
Developing strategic marketing campaigns through practical applications.
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Course Content
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This course provides students with a practical understanding of marketing management concepts and tools essential for effective decision-making. It emphasizes strategic planning, market research, consumer behavior, segmentation, targeting, and positioning. Students examine the development and management of the marketing mix—product, price, place, and promotion—with special attention to digital channels such as social media and internet marketing. By applying concepts to real-world scenarios, students explore marketing practices across consumer, B2B, and nonprofit contexts.
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Course Methods and Techniques
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We will be using various tools for active learning to take place.
This is also a student-driven course. It is your responsibility to participate actively in class discussions. You are not graded on whether you agree or disagree with the instructor or with each other. Evaluation of class participation will be based on your ability to rise and answer important issues, to contribute ideas or insights, to build upon the ideas of others, ask questions to presenters, etc.
By actively participating in the class discussions, you can sharpen your insights, and those of your classmates.
Both the quality and frequency of your participation will count towards your active participation grade. Please note that high-quality or relevant contribution will earn you a higher participation grade than frequent but insignificant contribution. Also, you will not get any class participation points for just being present in class. Class attendance is a necessary but not a sufficient condition for scoring highly on the class participation.
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Prerequisites and co-requisities
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None
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Course Coordinator
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None
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Name of Lecturers
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Asist Prof.Dr. SERAP SARP serap.sarp@agu.edu.tr
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
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Resources
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Book, articles
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Documents
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Kitap, slayt, makale
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Assignments
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Individual Assignment
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Exams
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Midterm
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