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VOCATIONAL SCHOOL OF HEALTH SERVICES
Department of OpticianryOPT 205 | Course Introduction and Application Information
| Course Name |
Principles of Marketing and Sale
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
OPT 205
|
Fall
|
2
|
0
|
2
|
4
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Short Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingCase StudyQ&ALecture / Presentation | |||||
| National Occupation Classification | - | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The primary objective of this course is to equip students with fundamental theoretical and practical knowledge, as well as essential skills and insights in the domains of marketing and sales -a subfield of the broader marketing field. This course aims to establish a foundation that will enable students to formulate effective marketing and sales strategies in their future professional endeavors. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course will offer an in-depth examination of marketing principles, concepts and the marketing process. It will extensively scrutinize the elements of marketing strategy, including market segmentation, targeting, positioning, and differentiation, as well as the marketing mix, which includes product, price, place, promotion, while drawing upon real-world case studies for illustration. Ultimately, students will acquire practical expertise in devising adaptable strategies by considering the determinants of customer purchasing behavior and the purchasing decision process. |
| Related Sustainable Development Goals |
|
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction; outline of the course flow; a broad overview of the core marketing concepts. | |
| 2 | Definition of marketing; marketing process: Creating and capturing customer value; understanding the market and customer needs | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. |
| 3 | Designing a customer value-driven marketing strategy: Marketing management; marketing management approaches | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. Altunışık, R., Özdemir, Ş., Torlak, Ö., Pazarlama İlkeleri Yönetimi, Beta, 4. baskı |
| 4 | Designing a customer value-oriented marketing strategy: Preparing an integrated marketing plan and program; creating customer value | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. Grewal, D., Levy, M., Pazarlama, Nobel, 5. Basımdan Çeviri, Çeviri Editörleri: F. Müge Arslan, Taşkın Dirsehan |
| 5 | Marketing strategy and marketing mix: Segmentation, targeting, differentiation and positioning | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. (7. Bölüm) Grewal, D., Levy, M., Pazarlama, Nobel, 5. Basımdan Çeviri, Çeviri Editörleri: F. Müge Arslan, Taşkın Dirsehan |
| 6 | Developing an integrated marketing mix: product, price, place, promotion | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. |
| 7 | Engaging consumers and communicating customer value: Integrated marketing communication strategy | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. |
| 8 | Midterm Exam | |
| 9 | Building customer value: Product; differences between goods and services; product line decisions; product mix decisions | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. (8. Bölüm) Altunışık, R., Özdemir, Ş., Torlak, Ö., Pazarlama İlkeleri Yönetimi, Beta, 4. baskı |
| 10 | Consumer markets and purchasing behavior: Characteristics affecting consumer behavior | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. Grewal, D., Levy, M., Pazarlama, Nobel, 5. Basımdan Çeviri, Çeviri Editörleri: F. Müge Arslan, Taşkın Dirsehan |
| 11 | Consumer markets and purchasing behavior: Characteristics affecting consumer behavior | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. |
| 12 | Buying decision behavior and buyer decision process | Kotler, P., Armstrong, G., Opresnik, M.O., Principles of Marketing, Pearson, 17th ed. |
| 13 | Basic sales process | Grewal, D., Levy, M., Pazarlama, Nobel, 5. Basımdan Çeviri, Çeviri Editörleri: F. Müge Arslan, Taşkın Dirsehan, ISBN: 978-625-427-804-4. Koç, E., Tüketici Davranışı ve Pazarlama Stratejileri -Global ve Yerel Yaklaşım, Seçkin, 8. Baskı |
| 14 | Persona and Customer Journey Mapping (CJM) | The textbooks referenced below and course slides |
| 15 | Review of the semester | The textbooks referenced below and course slides |
| 16 | Final |
| Course Notes/Textbooks | Lecturer notes |
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques |
-
|
|
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
2
|
32
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
10
|
1
|
10
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
-
|
0
|
|
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
15
|
15
|
| Presentation / Jury |
0
|
||
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
28
|
28
|
| Final Exam |
1
|
35
|
35
|
| Total |
120
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
|||||
|
1
|
2
|
3
|
4
|
5
|
|||
| 1 |
To have the required contemporary theoretical and practical knowledge in his/her field |
-
|
-
|
-
|
-
|
-
|
|
| 2 |
To use the material and technology related to his/her field, and make their maintenance, use the information and communication technologies at basic level |
-
|
-
|
-
|
-
|
-
|
|
| 3 |
To have the competency to recognize the problems in his/her field, analyze them, develop evidence-based solutions and have the ability to share their suggestions with others |
-
|
-
|
-
|
-
|
-
|
|
| 4 |
To be aware of legal responsibilities, conduct basic studies in her/his field independently |
-
|
-
|
-
|
-
|
-
|
|
| 5 |
To communicate with patients, relatives and colleagues properly, comprehensively, honestly and explicitly, transfer his/her thoughts and knowledge through written and oral communication |
-
|
-
|
-
|
-
|
X
|
|
| 6 |
To take responsibility as an active team member during the practices in his/her field |
-
|
-
|
-
|
-
|
-
|
|
| 7 |
To commentate and evaluate the scientific information with a critical approach by the help of knowledge gained in his/her field |
-
|
-
|
-
|
-
|
-
|
|
| 8 |
To comprehend the importance of lifelong learning, to determine and meet her/his learning needs, to develop herself/himself by monitoring the development in science and technology |
-
|
-
|
-
|
-
|
-
|
|
| 9 |
To act by considering the universal ethical values, social and cultural characteristics |
-
|
-
|
-
|
-
|
-
|
|
| 10 |
To know the concepts of occupational safety, patient safety, environmental protection and quality, and fulfill the requirements |
-
|
-
|
-
|
-
|
-
|
|
| 11 |
To be able to follow information in his field and communicate with colleagues in English at least a level of European Language Portfolio A2 General Level |
-
|
-
|
-
|
-
|
-
|
|
| 12 |
To have knowledge and skills related to the administrative responsibility and management of an optician’s store |
-
|
-
|
-
|
-
|
-
|
|
| 13 |
To monitor visual health related products, determine the needs of the optician’s store and carry out activities for development |
-
|
-
|
-
|
-
|
X
|
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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