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Information
| Unit | KOZAN FACULTY OF BUSINESS MANAGEMENT |
| BUSINESS ADMINISTRATION PR. | |
| Code | BAC220 |
| Name | Principles of Marketing |
| Term | 2020-2021 Academic Year |
| Semester | 4. 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 | C Compulsory |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
| Course Instructor |
Prof. Dr. MURAT İSMET HASEKİ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to explain analytical terms and recent techniques through understanding strategy role of marketing with managers who can define and analyze problems in marketing.
Course Content
The main content of thecourse is to upgrade knowledge and comprehension level of student about basic principles and terminology of marketing and enable required practice in business life.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the basic concepts and principles related to marketing principles. |
| LO02 | Explains the marketing mix, its tools and marketing mix strategies that managers can apply in the field of marketing. |
| LO03 | Defines product (brand), price (pricing methods), distribution (supply chain management) and Promotion mix elements. |
| LO04 | Explain the types of markets (consumer, industrial and international markets). |
| LO05 | Indicates the importance of marketing information system and marketing research for businesses. |
| LO06 | Defines macro-micro environmental factors in the field of marketing and explains macro-micro factors on marketing decisions. |
| LO07 | It indicates the importance of market segmentation, targeting and positioning concepts for products and services. |
| LO08 | Explains strategic marketing planning and the difference between strategic marketing planning and marketing plan and program. |
| LO09 | Specifies how the new product development process and product lifecycle affect the strategic plan. |
| LO10 | In the field of service marketing (customer value and customer satisfaction, etc.), it explains the events and changes (digitalization, e-commerce, personalization, etc.). |
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 | 4 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. | 5 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. | 4 |
| PLO04 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 4 |
| 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. | 3 |
| PLO06 | - | Determine appropriate methods to solve business problems | 4 |
| PLO07 | - | Evaluate the results that are obtained from applications of business management methods | 5 |
| PLO08 | - | Use the basic numerical and statistical softwares | 5 |
| PLO09 | - | Use the basic enterprise resource planning (ERP) softwares | 5 |
| PLO10 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 5 |
| 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. | 4 |
| PLO12 | - | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long 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 Turkish and at least one foreign language in accordance with the requirements in academic and business context | 5 |
| PLO15 | - | Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format | 5 |
| PLO16 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 5 |
| PLO17 | - | Recognize and apply social, scientific and professional ethical values. | 4 |
| 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 | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketings Value to Consumers, Firms, and Society. | Reading Relating Textbook. | |
| 2 | Marketing Strategy Planning. | Reading Relating Textbook. | |
| 3 | Evalualting Opportunities in the Changing Marketing Environment. | Reading Relating Textbook. | |
| 4 | Marketing Ethics. | Reading Relating Textbook. | |
| 5 | Demographic Dimensions of Global Consumer Markets. | Reading Relating Textbook. | |
| 6 | Consumer Buyer Behavior. | Reading Relating Textbook. | |
| 7 | Business and Organizational Customers and Their Buying Behavior. | Reading Relating Textbook. | |
| 8 | Mid-Term Exam | ||
| 9 | Segmentation, Targeting, and Positioning. | Reading Relating Textbook. | |
| 10 | Developing New Products. | Reading Relating Textbook. | |
| 11 | Advertising, Public Relations, and Sales Promotions. | Reading Relating Textbook. | |
| 12 | Development of Channel Systems. | Reading Relating Textbook. | |
| 13 | Distribution Customer Service and Logistics. | Reading Relating Textbook. | |
| 14 | Reatilers, Wholesalers, and Their Strategy Planning. | Reading Relating Textbook. | |
| 15 | Reatilers, Wholesalers, and Their Strategy Planning. | Reading Relating Textbook. | |
| 16 | Term Exams | ||
| 17 | Term Exams |
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 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||