Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
502023492018MARKETINGCompulsory352
Level of Course Unit
First Cycle
Objectives of the Course
The fundamental components of marketing are explained. The marketing mix and the changes at the marketing mix are examined. The factors which should be taken into attention at the marketing of textile products are analyzed. Information about promotion, pricing, packaging and distribution channels are given. Marketing models are analyzed. Information about international marketing and its properties are given. Information about the payments in international trade is given.
Name of Lecturer(s)
Prof. Dr. Turan ATILGAN
Learning Outcomes
1To be able to comprehend the importance of marketing
2To be able to comprehend the effects of marketing on operating activities
3To be able to comprehend the basic marketing problems of enterprises
4To be able to explain the components of marketing mix
5To be able to apply pricing strategies at textile enterprises
6To be able to apply marketing models at textile enterprises
7To be able to explain the relations between marketing, fashion and trademark
8To be able to explain international marketing concept
9To be able to explain incoterms
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
The importance of marketing, the effects of marketing on the business, basic marketing problems of enterprises, the components of marketing mix, pricing strategies, the effects of marketing models and marketing techniques on the enterprises, the changes at the marketing models and techniques which are used in textile firms, relations between marketing-fashion-trademark, international marketing concept, the components of international marketing, incoterms
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Purpose and general content of the course
2Basic concepts of marketing, the importance of marketing in terms of enterprises, consumers and societies
3Basic marketing problems of enterprises and relations between marketing and other business functions
4The development of marketing organizational structures
5The components of marketing mix - 1
6The components of marketing mix - 2
7Pricing strategies and techniques
8Midterm examination
9Marketing models – 1
10Marketing models – 2
11Relations between marketing-fashion-trademark
12Marketing techniques at textile sector and their properties
13International marketing concept and components of international marketing
14Incoterms
Recommended or Required Reading
Kotler P. and Armstrong G., 2004, Principles of Marketing, Upper Saddle River: Pearson/Prentice Hall Tek Ö.B., 1999, Pazarlama İlkeleri: Global Yönetimsel Yaklaşım, Beta Yayıncılık, İstanbul Cemalcılar İ., 1996, Pazarlama İlkeleri, Beta Yayıncılık, İstanbul Kozlu C.M., 1995, Uluslararası Pazarlama, Türkiye İş Bankası Kültür Yayınları Kotler P., Jatusripitak S. and Maesincee S., 2000, Ulusların Pazarlanması ; Türkiye İş Bankası Kültür Yayınları Ries A., Trout J., 2016, Pazarlamanın 22 Kuralı, MediaCat Kitapları Zaltman G., Zaltman L., 2017, Pazarlama Metaforları, MediaCat Kitapları
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Sınavı1100
SUM100
Term (or Year) Learning Activities50
End Of Term (or Year) Learning Activities50
SUM100
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination11414
Final Examination12020
Attending Lectures13226
TOTAL WORKLOAD (hours)60
Contribution of Learning Outcomes to Programme Outcomes
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
LO1     3       
LO2       3     
LO3       3     
LO4      4      
LO5     3 3     
LO6     3 3     
LO7      4      
LO8      4      
LO9      4      
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr