TÜRKÇE
ENGLISH
Information
| Code | BUSS301 |
| Name | Principles of Marketing |
| Term | 2023-2024 Academic Year |
| Semester | 5. 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 | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HATİCE DOĞAN SÜDAŞ |
| Course Instructor |
Dr. Öğr. Üyesi Selin KÖKSAL ARAÇ
(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
None
Resources
Principles of Marketing, Global Edition, 17/E Philip T. Kotler
Notes
Online article database
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Can determine environmental factors that may affect marketing decisions, develop and apply strategic marketing plan. |
| LO02 | Can learn the fundamentals of marketing research |
| LO03 | Learn the factors that affect consumer behavior, decision mechanisms and buying decisions. |
| LO04 | Find out specifications of industrial markets and industrial buying behavior. |
| LO05 | Have knowledge about fundamentals and steps of effective market segmentation. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explain the importance of demand and supply in economy sciece and the well-running conditions of the market economy | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Define the role of pricing within the event advantage of the market economy | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Define the role of the state in economy, money and financial policies, the central bank and the structure of the market | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Perceive the costs and benefits arising from the global economy | 2 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Produce nymerical and policy options when confronted with problems | 2 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Use quantitative and qualitative techniques of model building, decoding and interpretation | 2 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Use the theory of economics in the analysis of economic events | 3 |
| PLO08 | Bilgi - Kuramsal, Olgusal | Use computer programs, do synthesis and present prepared data efficiently | 3 |
| PLO09 | Bilgi - Kuramsal, Olgusal | Apply the methods of economic analysis. | 3 |
| PLO10 | Bilgi - Kuramsal, Olgusal | Analyze at conceptual level and aquire abiliy in comparing, interpreting, evaluating and synthesizing in order to develop solutions to problems | 4 |
| PLO11 | Bilgi - Kuramsal, Olgusal | Take responsibility individually and/or in a team, take leadership and work effectively | 5 |
| PLO12 | Beceriler - Bilişsel, Uygulamalı | Follow innovative developments in the field being aware of the necessity of lifelong learning and improving him-/herself | 5 |
| PLO13 | Beceriler - Bilişsel, Uygulamalı | Use of different sources about an unfamiliar field within academic principles, synthesize gained data and present effectively | 4 |
| PLO14 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Use Turkish and at least one foreign language in accordance with the requirements of academic and work life | 4 |
| PLO15 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Understand and interpret related peoples´ feelings, thoughts and behaviours correctly; express him-/herself accurately in written and oral language | 5 |
| PLO16 | Yetkinlikler - Öğrenme Yetkinliği | Question traditional approaches, practices and methods. | 2 |
| PLO17 | Yetkinlikler - Öğrenme Yetkinliği | Recognize and apply social, scientific and professional ethical values. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing in the modern organization | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Marketing planning: An overview of marketing | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | The marketing environment | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Understanding consumer behavior | Reading the related chapter | Öğretim Yöntemleri: Soru-Cevap, Rol Oynama |
| 5 | Understanding organizational buying behavior | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Marketing Ethics and Corporate Responsibility | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Marketing research and information system | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Midterm Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Market segmentation and positioning | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Managing Products: Brand and corporate identity management | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Managing Products: Product life cycle, Portfolio planning, Product Growth Strategies | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Developing new products | Reading the related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Presentations 1 | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 14 | Presentations 2 | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 15 | Presentations 3 | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 16 | Final Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Final Exam | Studying for 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 | ||