TÜRKÇE
ENGLISH
Information
| Code | ISLZ208 |
| Name | Principles of Marketing |
| Term | 2023-2024 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 |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
| Course Instructor |
Dr. Öğr. Üyesi Selin KÖKSAL ARAÇ
(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
There are no prerequisites for the course.
Resources
Principles of Marketing, Kotler and Armstrong, Pearson.
Notes
Current and essential academic articles, best practice examples
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines environmental factors that may affect marketing decisions. |
| 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. |
| LO06 | Develop strategic marketing plans. |
| LO07 | Defines marketing and marketinf terms. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explaining business concepts and their interrelationships | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explaining the basic theoretical models, numerical and statistical methods of business management | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explaining the relationship between basic economics concepts and business management concepts | 4 |
| PLO04 | Bilgi - Kuramsal, Olgusal | İşletme yönetiminde kullanılan kuramsal, sayısal ve istatistik yöntemlerin nasıl uygulanacağını açıklama | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Determine appropriate methods to solve business problems | |
| PLO07 | Bilgi - Kuramsal, Olgusal | Evaluate the results that are obtained from applications of business management methods | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Use the basic numerical and statistical softwares | 1 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Use the basic enterprise resource planning (ERP) softwares | 1 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Working effectively individually and/or in a team | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | 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. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. | |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Presenting information effectively by using different sources within the framework of academic rules. | 4 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the requirements in academic and business context | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Accurately express the obtained information and comments verbally and in writing | 3 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods | 2 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Acting in accordance with social, scientific and professional ethical values from an entrepreneurial perspective | 3 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Determining the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives of the enterprises | 5 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definition of Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Evolution of Marketing | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Strategic Planning | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Developing and Practising of Marketing Plan | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Marketing Environment | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Situational Factors | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Marketing Research | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Preperation for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Consumer Behavior and Buying Decision | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Buying Decision | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Industrial Markets | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Buying | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Market Targeting | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Market Segmentation | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Positioning | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preperation for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Preperation for the exam | 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 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||