TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES |
| BUSINESS ADMINISTRATION PR. (ENGLISH) | |
| Code | BUSZ208 |
| Name | Principles of Marketing |
| Term | 2019-2020 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
| Course Instructor |
Prof. Dr. HATİCE DOĞAN SÜDAŞ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
To learn the components of a companys strategic marketing program including how to plan, price, promote, and distribute products and services, To understand marketings role in the society, To identify why and how consumers are considered in our strategic marketing plans.
Course Content
This course consists of the subjects of definition and scope of marketing, strategic marketing plan, marketing environment, market segmentation, targeting and positioning, marketing research, industrial markets and consumer behaviors.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Determine environmental factors that may affect marketing decisions, develop and apply strategic marketing plan. |
| LO02 | Explain the fundamentals of marketing research |
| LO03 | Explain the factors that affect consumer behavior, decision mechanisms and buying decisions. |
| LO04 | Describe specifications of industrial markets and industrial buying behavior. |
| LO05 | State fundamentals and steps of effective market segmentation. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | List and define the concepts of business management, and explain their relation to each other | 4 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion; identify their advantages and disadvantages | 3 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management; indicates strong and weak sides of each method. | 3 |
| PLO04 | - | Explain how to create the fundamental conceptual models, and how to apply numerical and statistical techniques that are used in business administration | 0 |
| PLO05 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 1 |
| PLO06 | - | Follow the basic steps of business management methods and apply them | 5 |
| PLO07 | - | Determine appropriate methods to solve business problems | 5 |
| PLO08 | - | Evaluate the results that are obtained from applications of business management methods. | 5 |
| PLO09 | - | Use basic numerical and statistical softwares. | 0 |
| PLO10 | - | Use basic enterprise resource planning (ERP) softwares | 0 |
| PLO11 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 4 |
| PLO12 | - | Follow the latest developments in the field, and sustain personal and professional development with the awareness of the necessity of lifelong learning | 5 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field | 5 |
| PLO14 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field | 5 |
| PLO15 | - | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | 4 |
| PLO16 | - | Perceive and interpret feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral form | 3 |
| PLO17 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 2 |
| PLO18 | - | Recognize and apply social, scientific and professional ethical values. | 3 |
| PLO19 | - | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | 5 |
| PLO20 | - | Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affect the activities of businesses and interpret their impact on businesses. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing in the modern organization | Reading the related chapter | |
| 2 | Marketing planning: An overview of marketing | Reading the related chapter | |
| 3 | The marketing environment | Reading the related chapter | |
| 4 | Understanding consumer behavior | Reading the related chapter | |
| 5 | Understanding organizational buying behavior | Reading the related chapter | |
| 6 | Marketing Ethics and Corporate Responsibility | Reading the related chapter | |
| 7 | Marketing research and information system | Reading the related chapter | |
| 8 | Mid-Term Exam | Studying for exam | |
| 9 | Market segmentation and positioning | Reading the related chapter | |
| 10 | Managing Products: Brand and corporate identity management | Reading the related chapter | |
| 11 | Managing Products: Product life cycle, Portfolio planning, Product Growth Strategies | Reading the related chapter | |
| 12 | Developing new products | Reading the related chapter | |
| 13 | Presentations | Preparing for the presentation | |
| 14 | Presentations | Preparing for the presentation | |
| 15 | Presentations | Preparing for presentation | |
| 16 | Term Exams | Studying for exam | |
| 17 | Term Exams | Studying for exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 20 |
| General Assessment | ||
| Midterm / Year Total | 100 | 20 |
| 1. Final Exam | - | 80 |
| Grand Total | - | 100 |
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 | 1 | 12 | 12 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 126 | ||
| Total Workload / 25 (h) | 5,04 | ||
| ECTS | 5 ECTS | ||