MARKETING

Course Description

This course introduces the essential principles of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and allied environment. Topics include, understanding the marketplace, product, services and branding strategies, new product strategies, pricing products, marketing channels, integrated marketing communication strategies. The course will help in understanding development of managerial decision-making techniques and problem-solving through practice in analyzing practical marketing cases. It will expose students to the commonly problems faced by marketing managers and to develop skills in analyzing marketing problems and preparing implementable plans of action based on analyses of given business situations. Cases and a marketing simulation are used to focus the discussion and to reinforce learning of key marketing concepts.

MARKETING

Evaluation Tools (Active Term)

Course outcomes

1. 01 Define marketing and outline the steps in the marketing process.
2. 02 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
3. 03 Describe the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
4. 04 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
5. 05 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, P. Armstrong, G & Balasubramanian, S (2024). Principles of Marketing, Global Edition, 19th edition. Pearson Education.

Learning Outcomes

1. L01 Define marketing and outline the steps in the marketing process. SOLO 2
2. L02 Describe the environmental forces that affect the company’s ability to serve its customers. SOLO 3
3. L03 Discuss the unique challenges that some marketing researchers encounter. SOLO 5
4. L04 Discuss the stages in the consumer market buyer decision process and the major types of buying decisions. SOLO 5
5. L05 Describe the adoption and diffusion process for new products. SOLO 3
6. L06 Discuss the major factors that influence business buyer behaviour. SOLO 5
7. L07 Discuss how companies differentiate and position their products for maximum competitive advantage. SOLO 5

Program Outcomes

1. P01 Has up-to-date theoretical and applied knowledge about Physiotherapy and Rehabilitation.
2. P02 Identifies and defines problems using up-to-date knowledge in the field of physiotherapy and rehabilitation, and plans treatment as per evaluation results.
3. P03 Implements and monitors the development of physiotherapy and rehabilitation processes within the frame of professional ethical principles, and changes or terminates processes when necessary
4. P04 Executes the necessary protocols for physiotherapy and rehabilitation practices by using the relevant technology, training and treatment equipment
5. P05 Takes responsibility, individually and as a team member, to solve complex unpredictable problems encountered in practices related to the field of Physiotherapy and Rehabilitation.
6. P06 Can independently carry out projects and research related to the field of Physiotherapy and Rehabilitation, actively participates in all its steps and makes the necessary reports to provide quality service.
7. P07 Contributes to the protection of public health in line with social needs and to the creation of necessary rehabilitation and health policies in parallel with the needs of the society.
8. P08 Embraces personal development, information literacy and lifelong learning; uses information resources effectively.
9. P09 Commands a foreign language in order to follow the developments in the field of physiotherapy and rehabilitation, as well as the ability to communicate in Turkish orally and in writing.
10. P10 Organizes physiotherapy and rehabilitation services effectively and adequately, manages processes necessary for the continuity and development of the quality and organizational function; generates solutions against problems in line with knowledge and evidence.
11. P11 Contributes to in-field and extra-field education and professional promotion programs, and represents its profession at national and international level.

Po-Lo Matrix