OPT 205 | Course Introduction and Application Information - Department of Opticianry

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	Discussion Group Work Problem Solving Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Öğr. Gör. Şebnem Karakaş
Course Lecturer(s)	Öğr. Gör. Şebnem Karakaş
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

#	Content	PC Sub	* Contribution Level
#	Content	PC Sub	1	2	3	4	5
1	Define the concepts on principles of marketing
2	Explain the place and the importance of sales within marketing
3	Define the principles and theories of sales
4	Evaluate the customers' needs through theoretical knowledge on sociology and psychology
5	Apply sales techniques

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.

Course Category	Core Courses
	Major Area Courses	X
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation	Learning Outcome
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	Daft, RL., Management, Cengage, 14^th ed., ISBN: 978-0357139752 Zeytinoglu, GN. Introduction to Business, TC Anadolu University Publication, E-ISBN: 978-975-06-2416-

Semester Activities	Number	Weighting	LO 1	LO 2	LO 3	LO 4	LO 5
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

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

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	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

OPT 205 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

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