TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES |
| BUSINESS ADMINISTRATION PR. | |
| Code | ISLZ208 |
| Name | Principles of Marketing |
| Term | 2020-2021 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
| Course Instructor |
Prof. Dr. DENİZ ZEREN
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to develop knowledge and capabilities of students on marketing and to guide them for marketing decisions through evaluating marketing oppourtunities and problems.
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 strategic marketing plans. |
| LO02 | Explain the fundamentals of marketing research. |
| LO03 | Determine the factors that affect consumer behavior, decision mechanisms and buying decisions. |
| LO04 | Recognize specifications of industrial markets and industrial buying behavior. |
| LO05 | Explain 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 relations to each other | 5 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. | 3 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management ; indicate the 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. | 2 |
| PLO05 | - | Explain how to interpret the results gathered through the application and/or implementation of conceptual models and/or numerical and statistical methods of business management. | 2 |
| PLO06 | - | Determine appropriate methods to solve business problems | 5 |
| PLO07 | - | Evaluate the results that are obtained from applications of business management methods | 4 |
| PLO08 | - | Use the basic numerical and statistical softwares | 5 |
| PLO09 | - | Use the basic enterprise resource planning (ERP) softwares | 1 |
| PLO10 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 4 |
| PLO11 | - | As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. | 0 |
| PLO12 | - | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 4 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. | 5 |
| PLO14 | - | Use Turkish and at least one foreign language in accordance with the requirements in academic and business context | 4 |
| PLO15 | - | Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format | 3 |
| PLO16 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 4 |
| PLO17 | - | Recognize and apply social, scientific and professional ethical values. | 3 |
| PLO18 | - | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives | 5 |
| PLO19 | - | Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affects the activities of businesses and interpret their impact on businesses | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definition and Evolution of Marketing | Reading related parts from required materials | |
| 2 | Definition and Evolution of Marketing | Reading related parts from required materials | |
| 3 | Strategic Planning: Developing and Practising of Marketing Plan | Reading related parts from required materials | |
| 4 | Strategic Planning: Developing and Practising of Marketing Plan | Reading related parts from required materials | |
| 5 | Marketing Environment | Reading related parts from required materials | |
| 6 | Marketing Environment | Reading related parts from required materials | |
| 7 | Marketing Research | Reading related parts from required materials | |
| 8 | Mid-Term Exam | Preperation for the exam | |
| 9 | Consumer Behavior and Buying Decision | Reading related parts from required materials | |
| 10 | Consumer Behavior and Buying Decision | Reading related parts from required materials | |
| 11 | Industrial Markets and Buying | Reading related parts from required materials | |
| 12 | Industrial Markets and Buying | Reading related parts from required materials | |
| 13 | Market Targeting | Reading related parts from required materials | |
| 14 | Market Targeting and Segmentation | Reading related parts from required materials | |
| 15 | Market Segmentation | Reading related parts from required materials | |
| 16 | Term Exams | Preperation for the exam | |
| 17 | Term Exams | Preperation for the exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| 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 | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||