Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 2 / Fall Semester | ||||
| Level of Course | Short Cycle Degree Programme | ||||
| Type of Course | Compulsory | ||||
| Department | TIBBİ TANITIM VE PAZARLAMA | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | ZEYNEP ÜNAL (zeynepunal@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | ZEYNEP ÜNAL, | ||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| The aim of this course is to understand the marketing fundamentals and the marketing process, environmental factors affecting the marketing program, marketing information system and marketing research, market types, market segmentation, positioning and target market selection and marketing mix elements. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Define the basic concepts and principles of marketing. |
PO-1 Medical Promotion and Marketing and access to basic scientific knowledge, assessment, and has to apply the knowledge. PO-2 The basic level of knowledge and skills acquired in the field of Medical Promotion and Marketing, and evaluates the data using the comments, problems, identifies, analyzes, and the solution takes place for the planned studies / take responsibility |
Examination |
| LO-2 | Explain the relationships between macro-micro environmental factors and marketing. |
PO-2 The basic level of knowledge and skills acquired in the field of Medical Promotion and Marketing, and evaluates the data using the comments, problems, identifies, analyzes, and the solution takes place for the planned studies / take responsibility PO-5 Medical Promotion and Marketing is basic information related to the dependent and independent of the background using the LED PO-6 Medical Promotion and Marketing practices related to the health care team members to solve complex problems encountered and unforeseen will cooperate with |
Examination |
| LO-3 | Explain the marketing mix strategies that marketing managers can implement. |
PO-13 Medical Promotion and Marketing monitors events and developments related to the agenda of the country and the world will follow PO-15 Informing the relevant persons and institutions, transfering ideas and suggestions for solutions to problems in written and verbal by using basic knowledge and skills related issues in this field. PO-16 Analyse the economic life and inner and outer environments of the enterprices. |
Examination |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Marketing concept, development, the relationship marketing and environment, market segmentation, positioning and selecting target markets, marketing mix. | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Course Description, The purpose of the Marketing Principles course and the basic resources related to the course, reading list, giving information about student obligations. Introduction to marketing. | Lecture, Question & Answer |
| 2 | Introduction to marketing, definition of marketing concept, explanation of basic concepts, development of marketing understanding (approaches). | Lecture, Question & Answer |
| 3 | Market and marketing environment. The concept of the market and the characteristics of the consumer and industrial market. Relationships between marketing and environment. Analysis of macro and micro environmental factors. | Lecture, Question & Answer, discussion |
| 4 | Consumer behavior. Consumer decision making process. Internal (psychological) factors affecting consumer behavior. | Lecture, question and answer, discussion, case study |
| 5 | External (socio-cultural) factors affecting consumer behavior. | Lecture, question and answer, discussion, case study |
| 6 | Marketing information system. Marketing research and marketing research process. | Lecture, question and answer |
| 7 | Market segmentation, positioning and selection of target market. | Lecture, question and answer, discussion |
| 8 | mid-term exam | |
| 9 | Product and product management: Product concept, product types and product strategies in marketing. | Lecture, Question & Answer |
| 10 | Product and product management: Product concept, product types and product strategies in marketing. | Lecture, Question & Answer, case method |
| 11 | Product and product management: Product mix, new product concept and product life cycle. Brand and branding strategies. Packaging. | Lecture, Question & Answer, case method |
| 12 | Pricing: the importance of price decisions. Factors affecting pricing. Pricing purposes. Pricing policies and pricing methods. | Lecture, Question & Answer,case method |
| 13 | Distribution: Distribution decisions. Basic distribution channels. Management of distribution channels. Wholesale and retailing. | Lecture, Question & Answer |
| 14 | Promotion: Promotion decisions and strategies. Advertising and public relations. | Lecture, Question & Answer |
| 15 | General evaluation | Question & Answer |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | (E-Kitap, YÖK Dersleri Platformu). Nasır, S. "Pazarlama İlkeleri". İstanbul: İstanbul Üniversitesi Açık ve Uzaktan Eğitim Yayınları. | |
| 2 | Mucuk, İ. "Pazarlama İlkeleri", Türkmen Kitabevi, 2017. | |
| 3 | Erdoğan, Z. B. "Pazarlama İlkeler ve Yönetim", Bursa: Ekin Basım Yayın Dağıtım, 2019. | |
| Required Course instruments and materials | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 1 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 2 | 14 | 28 |
| Outside Class | |||
| a) Reading | 1 | 14 | 14 |
| b) Search in internet/Library | 1 | 14 | 14 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 2 | 2 | 4 |
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 2 | 7 | 14 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 2 | 7 | 14 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 90 | ||