| Course Objectives: |
The closest specific goal desired to be achieved in the marketing principles course based on the idea of "making the individual beneficial to the society" which is the highest level of educational activities at the highest level; The most important aspect of the success of businesses in today's competitive world is to examine the concept of "marketing" with the widest dimension and to teach basic knowledge about marketing. Thus, it is aimed that the students learn how they can use this information, how they can use it in business life and what they can do with this information. |
| Course Content: |
The main purpose of all enterprises in the globalizing world is to deliver the goods and services they produce to the target consumer masses in the world markets. Considering this purpose, in the "International Marketing" courses, environmental factors affecting international marketing activities, ways to access market information and information sources, marketing planning, market segmentation and target market selection, product policies in international marketing, pricing objectives and methods, distribution channel selection and Main topics such as distribution policies, promotion strategies and promotion methods are focused on and our students are tried to be provided with a view that focuses on strategic thinking. |
| Week |
Subject |
Related Preparation |
| 1) |
• Describe the marketing communication • Explain parts of marketing communication • Describe e-business. • Explain parts of e-business |
course notes |
| 2) |
• Marketing communication mix • Marketing communication plan • SOSTAC (situation, objectives, strategy, actions, control) • 3Ms (men, money, minutes/time) • Definition of communication theory • One, two and multi-step communication theories • Adoption model |
course notes |
| 3) |
• Understanding the target market and their buying behaviour • Types of buying situation • Industrial and consumer buyers • Roles at the buying process • Buying process • Motivation and Maslow’s hierarchy of needs |
course notes |
| 4) |
• Describe the media types • Describe media vocabulary • Choose media • Stages of media planning • Describe changing communication environment • Describe PESTLE analysis |
Lecture notes |
| 5) |
• Understand the role and importance of corporate identity • Understand different applications of corporate identity • Learn selling and sales management • Learn the role of advertising |
course notes |
| 6) |
• Understand sales promotion • Understand direct marketing • Understand publicity and public relations |
lecture notes |
| 7) |
• Understand the role and importance of sponsorship • Understand to manage trade fairs/exhibitions • Understand the role and importance of exhibitions • Understand the role and importance of packaging in marketing communications • Review final project preparations |
lecture notes |
| 8) |
Midterm |
Lecture notes |
| 9) |
• Describe merchandising • Describe merchandising tools • Describe merchandising techniques • Describe 10 stages of developing a customer-care programme |
lecture notes |
| 10) |
• Explain the evolution of e-commerce from its early years to today. • Identify the factors that will define the future of e-commerce. • Describe the major themes underlying the study of e-commerce. • Identify the major academic disciplines contributing to e-commerce. |
lecture notes |
| 11) |
• Explain the issues involved in choosing the most appropriate hardware for an e-commerce site. • Identify additional tools that can improve Web site performance. • Explain the important considerations involved in developing a mobile Web site and building mobile applications. |
lecture notes |
| 12) |
• Describe the features of traditional payment systems. • Identify the major e-commerce payment systems in use today. • Describe the features and functionality of electronic billing presentment and payment systems. • Identify the key components of e-commerce business models. |
lecture notes |
| 13) |
• Understand e-mail marketing • Understand to use internet to find potential business partners in international trade • Search internet to find buyer/seller information • Write effective business e-mails |
lecture notes |
| 14) |
• The role and importance of search engines in marketing (SEM) • Search Engine Optimization • Search Engine Marketing • Web site design for SEO and SEM |
lecture notes |
| 15) |
final exam |
ders notları |
ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
