Yozgat Bozok University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
S3	TARIMSAL PAZARLAMA	Elective	2	3	3

Level of Course Unit

Short Cycle

Objectives of the Course

The student of the business by analyzing current marketing approach, determine the marketing concept, operates the industry and target market being able to analyze the marketing environment, determine the variables that can not control the business, assess their market parts, contribute to determining the appropriate target market segments, product differentiation and positioning, contribute to the be found, measures to increase product sales by identifying periods of life, taking the market structure, according to the competitive situation and business objectives, and management that can help determine the price, according to the target market that can help the formation of promotional mix, determine the marketing channels, making channel design and the selection of the most appropriate channel system aims to contribute.

Name of Lecturer(s)

Dr. Öğr. Üyesi Hülya DOĞAN

Learning Outcomes

1	Contributes to the development of the company's marketing understanding,
2	Analyzes the marketing environment,
3	It contributes to the selection of the target market by dividing the market,
4	Creates ideas to help product decisions,
5	Contributes to the formation of pricing strategies,
6	Analyzes marketing channels.

Mode of Delivery

Formal Education

Prerequisites and co-requisities

None

Recommended Optional Programme Components

None

Course Contents

Basic concepts related to marketing, marketing concept, marketing environment, market segments, sales generating activities, marketing channels and causes of tool use, consumer goods and consumer markets , industrial goods and industrial markets

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Analysis of the current marketing understanding of business administration , determination of market understanding according to situation of business administration, determination of uncontrollable variables
2	Determination of uncontrollable variables, determination of controllable variables
3	Determination of controllable variables, assessment of market segmentation
4	Assessment of market segmentation, contribution to determination as target market of accordance segments
5	Contribution to determination as target market of accordance segments, assisting in product differentiation
6	Assisting in product differentiation, assisting in positioning the product
7	Assisting in positioning the product, being taken of measures by determining life periods of product
8	Mid-term exam
9	Being taken of measures by determining life periods of product, being helped to determine of price
10	Being helped to determine of price, ensure of adaptation of price
11	Ensure of adaptation of price, making recommendations to strategies of price change
12	Making recommendations to strategies of price change
13	Contributing to design of marketing channels
14	Contributing to selection of channel systems
15	Contributing to selection of channel systems
16	Final exam

Recommended or Required Reading

Mucuk, İ. 2010. Pazarlama İlkeleri. Türkmen Kitabevi, İstanbul

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	100
SUM		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60
SUM		100

Language of Instruction

Work Placement(s)

None

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	2	2
Final Examination	1	2	2
Attending Lectures	15	3	45
Self Study	15	3	45
TOTAL WORKLOAD (hours)			94

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	PO 14
LO1				5							5
LO2							4	4
LO3	2				3	4			4	2	1		3	4
LO4		4								5		4
LO5			4			3		4					3
LO6					5					2	3

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High