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Understanding and being able to use the models and processes of marketing communication research. Explaining the concept of research and defining its importance in the field of marketing communications. Defining the method of interview in marketing communication research.
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Prerequisites and Co-requisites None. Contact Details for the Lecturer s suhal. Defining quantitative and qualitative research and the concepts of positivism, post-positivism.
Course Objective To enable students to get information on main marketing concepts, marketing mix and modern marketing strategies. Language of Instruction Turkish.
Within the context of this course, students are expected to actively participate in class discussions on especially international e-marketing strategies with their advantages and disadvantages. Course Policies and Rules To be announced.
Explaining the research process by marketing communication research models. Lectures and presentation of student assignments.
Office Hours To be announced. The course consists of the following topics: Offered By Logistics Programme. Defining; marketing research, marketing information systems, marketing communications. Transfering the use of data, information and knowledge in research.
Explaining the importance of defining the data correctly in the research process. Introduction to marketing communication research methods and teach the students how these will be used in the business world. Name of Lecturer s Assistant Professor Hidaye Aydan Bilgilier Learning Outcomes 1 Understanding the importance of research, marketing research and marketing communication research. Recomended Optional Programme Components None. To enable students to get information on main marketing concepts, marketing mix and modern marketing strategies.
Weekly Detailed Course Contents Week Theoretical Practice Laboratory 1 Explaining the concept of research and defining its importance in the field of marketing communications 2 Explaining the terms; data, information, primary and secondary sources 3 Defining; marketing research, marketing information systems, marketing communications 4 Defining quantitative and qualitative research and the concepts of positivism, post-positivism. Explaining the terms; data, information, primary and secondary sources.
Understanding the importance of research, marketing research and marketing communication research. Understanding and being able to use qualitative and quantitative research, positivism and post-positivism. Work Placement s None. Term or Year Learning Activities. Assessment Criteria To be announced. Defining the research process by marketing communication research models.
Course Contents Week Subject Description 1 Definition and features of marketing 2 Historical development of marketing 3 Marketing mix 4 Strategic marketing management and SWOT analyis 5 Product mix, concept of new product and new product strategies in marketing 6 Branding, labelling and packaging 7 Pricing and factors affecting pricing 8 Mid-term exam 9 Pricing process, pricing policies and pricing methods 10 Placement decisions, wholesaling and retailing 11 Main placement channels and their management 12 Decisions and strategies of promotion 13 Advertising, public relations 14 Personal sales, sales promotion 15 Final Exam 16 Final Exam.