TRM 2005 - Introduction to Marketing

Basic Information

Course Code:

TRM 2005

Course Name:

Introduction to Marketing

Language of Instruction:

English

Course Type:

Class

Course Level:

Bachelor

ECTS:

5.00

Instructor:

Doç. Dr. SEZER KARASAKAL

Course Objectives

The aim of this course is to introduce students to the fundamental principles and practices of marketing. It provides an understanding of how organizations create, deliver, and communicate value to customers. Students will explore key marketing concepts such as consumer behavior, market segmentation, product development, pricing, distribution, and promotion. The course helps students develop analytical and decision-making skills for designing effective marketing strategies in both domestic and global contexts.

Course Objectives

The aim of this course is to introduce students to the fundamental principles and practices of marketing. It provides an understanding of how organizations create, deliver, and communicate value to customers. Students will explore key marketing concepts such as consumer behavior, market segmentation, product development, pricing, distribution, and promotion. The course helps students develop analytical and decision-making skills for designing effective marketing strategies in both domestic and global contexts.

Course Content

This course covers the core areas of marketing, beginning with the definition, history, and scope of marketing, and the marketing process. It explores topics including marketing strategy, market research, segmentation, targeting, positioning, consumer and business buyer behavior, product and brand management, pricing, distribution channels, and integrated marketing communications. The course also examines global marketing, sustainable marketing, and the marketing environment, providing students with a broad understanding of marketing’s role in business and society.

Prerequisites / Corequisites

-

Learning Outcomes

Code	Description
LO1	Explain the fundamental concepts, functions, and scope of marketing.
LO2	Analyze market environments and identify customer needs through marketing research.
LO3	Develop marketing strategies by applying segmentation, targeting, and positioning principles.
LO4	Explain how product, price, place, and promotion decisions interact to create customer value.
LO5	Discuss ethical, social, and sustainability issues related to marketing in a global context.

Weekly Course Content

Week	Content
1	Introduction
2	The Marketing Concept: Definition of Marketing, Brief history of marketing, Marketing process, Marketplace and Customer needs
3	Marketing Strategy
4	Managing Marketing Information to Gain Customer Insights
5	Segmentation, Targeting, and Positioning
6	Understanding Consumer and Business Buyer Behaviour
7	Developing and Managing Products and Services
8	Mid-term
9	Brand Strategy and Management
10	Pricing Strategies
11	Marketing Channels
12	Advertising, Public Relations, Promotions, and Personal Selling
13	Direct, Online, Social Media, and Mobile Marketing & The Global Marketplace
14	Analyzing the Marketing Environment: The Microenvironment and The Macroenvironment
15	Sustainable Marketing, Social Responsibility, and Ethics

Workload Calculation

Activity	Count	Duration (Hours)	Total
Attendance	15	3.00	45.00
Pre-Class Individual Study	14	3.00	42.00
Midterm Exam/Preparation	1	15.00	15.00
Final Exam/Preparation	1	15.00	15.00
Other	1	26.00	26.00
Total Workload (Hours)			143
ECTS Credit (Workload / 25)			5

Assessment

#	Assessment Type	Contribution (%)
1	Midterm Exam	%40
2	Final Exam	%60
TOTAL		%100

PO - LO Matrix

PO \ LO	LO1	LO2	LO3	LO4	LO5
PO-1
PO-2
PO-3
PO-4
PO-5
PO-6
PO-7
PO-8
PO-9
PO-10
PO-11
PO-12
PO-13
PO-14

1

Low Contribution

2

Medium Contribution

3

High Contribution

Teaching and Learning Methods

#	Method Name	Description	Tools
1	Lecture (expository teaching), interactive discussion	Listening and taking notes.	Standard classroom technologies, multimedia tools (projector, computer, digital presentations)
2	Controversial Course	Listening and comprehension, critical thinking	Standard classroom technologies, multimedia tools, projector, computer, overhead projector
3	Guest Speaker	Listening and comprehension, observation/processing situations	Standard classroom technologies, multimedia tools, projector, computer, overhead projector, special equipment

Academic Integrity and Artificial Intelligence

Violations of academic integrity include, but are not limited to, cheating, plagiarism, submitting another person’s work as one’s own, and using the work of an instructor or any other person without permission. Any violation of academic integrity is considered a serious academic offense and may result in disciplinary action. Artificial intelligence tools may be used only for grammar correction, language polishing, writing support, and general academic assistance. However, directly copying and pasting AI-generated content and submitting it as an assignment, project, report, or any other academic work will be considered a violation of academic integrity and plagiarism. Students are responsible for ensuring that all submitted work reflects their own original effort.