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Information
| Unit | FACULTY OF ENGINEERING |
| AUTOMOTIVE ENGINEERING PR. | |
| Code | OMZ438 |
| Name | Marketing in the Automotive Industry |
| Term | 2026-2027 Academic Year |
| Semester | 8. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | VK Vocational Knowledge Courses E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MUSTAFA ATAKAN AKAR |
| Course Instructor |
The current term course schedule has not been prepared yet.
|
Course Goal / Objective
The aim of this course is to provide students with fundamental theoretical knowledge of marketing processes and market structure in the automotive industry, along with an analytical perspective. The course aims to enable students to evaluate the structure of global and local automotive markets, competitive conditions, and demand dynamics, and to interpret marketing decisions within sectoral and economic contexts. Within the scope of the course, it also aims to develop students’ abilities to analyze factors such as automobile preferences, brand perception, and customer experience; to interpret market trends; and to evaluate sector-related data from a holistic perspective. By examining the impacts of current developments such as electrification, sustainability, and new mobility technologies on the automotive market, the course seeks to enhance students’ sectoral awareness and strengthen their analytical thinking and decision-making competencies.
Course Content
This course examines marketing processes and market structure in the automotive industry from a holistic perspective. Within the scope of the course, fundamental concepts of marketing, its historical development, and strategic marketing approaches are addressed specifically for the automotive sector. Students learn to analyze the structure of global and local automotive markets, demand and competitive conditions, and to evaluate marketing mix elements, dealership, and distribution systems within a sectoral context. In addition, topics such as automobile purchasing processes, vehicle preferences, brand perception, and customer experience are discussed to interpret market behavior. The course also covers the impact of current technological and environmental developments—such as electrification, sustainability, carbon regulations, and autonomous vehicles—on the automotive market. In this context, it aims to develop students’ abilities to interpret sectoral data, evaluate market trends, and approach marketing decisions from an analytical perspective.
Course Precondition
There is no prerequisite for this course.
Resources
Lecture Notes
Notes
ÇÜBİS
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explains the market structure and fundamental characteristics of the automotive industry. |
| LO02 | Analyzes trends and competitive dynamics in global and local automotive markets. |
| LO03 | Evaluates marketing mix, segmentation, differentiation, and brand positioning strategies within the context of the automotive industry. |
| LO04 | Interprets vehicle preferences and brand perception in the automotive market by using consumer behavior theories and models. |
| LO05 | Evaluates the impacts of current developments such as electrification, sustainability, and carbon credits on automotive marketing and sales strategies. |
| LO06 | Evaluates marketing and market decisions by analyzing developments in the automotive sector. |
| LO07 | Evaluates the impact of new technological developments such as sustainability, electric vehicles, and autonomous vehicles on marketing and sales strategies. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Sufficient knowledge of mathematics, science and subjects specific to the automotive engineering discipline; the ability to use theoretical and applied knowledge in these areas to solve complex engineering problems. | |
| PLO02 | Beceriler - Bilişsel, Uygulamalı | Ability to identify, formulate and solve complex engineering problems in the field of Automotive Engineering; ability to select and apply appropriate analysis and modeling methods for this purpose. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | In Automotive Engineering, the ability to design a complex system, process, device or product to meet specific requirements under realistic constraints and conditions; the ability to apply modern design methods for this purpose. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Ability to select and use modern techniques and tools required for the analysis and solution of complex problems encountered in Automotive Engineering applications; ability to use information technologies effectively. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Ability to design and conduct experiments, collect data, analyze and interpret results to investigate complex engineering problems or discipline-specific research topics in the field of Automotive Engineering. | |
| PLO06 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Ability to work effectively in intra-disciplinary (Automotive Engineering) and multi-disciplinary teams; ability to work individually. | |
| PLO07 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Ability to communicate effectively verbally and in writing; knowledge of at least one foreign language; ability to write effective reports in the field of Automotive Engineering and understand written reports, prepare design and production reports, make effective presentations, and give and receive clear and understandable instructions. | |
| PLO08 | Yetkinlikler - Öğrenme Yetkinliği | Awareness of the necessity of lifelong learning; ability to access information in the field of Automotive Engineering, to follow developments in science and technology and to constantly renew oneself. | 4 |
| PLO09 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Acting in accordance with ethical principles, professional and ethical responsibility in the field of Automotive Engineering, and knowledge of the standards used in engineering practice. | |
| PLO10 | Yetkinlikler - Alana Özgü Yetkinlik | Knowledge about business life practices such as project management, risk management and change management in the field of Automotive Engineering; awareness about entrepreneurship and innovation; knowledge about sustainable development. | 4 |
| PLO11 | Yetkinlikler - Alana Özgü Yetkinlik | Knowledge about the universal and societal effects of automotive engineering applications on health, environment and safety and the contemporary problems reflected in the automotive engineering field; awareness of the legal consequences of automotive engineering solutions. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to the automotive industry and its overall structure | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Marketing in the automotive sector: fundamental concepts and scope | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Evolution of the Marketing Concept and Sectoral Transformation | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Market structure, demand characteristics, and fundamental market analysis concepts | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Strategic Marketing: Market Segmentation, Targeting, and Positioning | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Marketing mix (product, price, place, promotion) and automotive applications | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Global and Local Automotive Market Structure | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Lecture Notes | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Purchasing processes and applications in the automotive sector | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Consumer behavior models and automotive applications | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Factors affecting consumer behavior in the automotive sector | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Vehicle preferences, brand perception, and customer experience | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Pricing and Demand Relationship in the Automotive Sector | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Current Trends in the Automotive Industry | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | General evaluations of the automotive market | Lecture Notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Lecture Notes | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Lecture Notes | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 6 | 6 |
| Final Exam | 1 | 10 | 10 |
| Total Workload (Hour) | 100 | ||
| Total Workload / 25 (h) | 4,00 | ||
| ECTS | 4 ECTS | ||