TÜRKÇE
ENGLISH
Information
| Code | BUSS301 |
| Name | Principles of Marketing |
| Term | 2024-2025 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
Pearson Yayınları Principles Of Marketing Philip Kotler , Gary Armstrong
Notes
Library and databases
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 basic concepts and theories within the disciplines of Political Science and International Relations. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Understands the methodologies used in the disciplines of Political Science and International Relations. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Gains the ability to follow, interpret and apply problem-solving techniques focused on problem solving in different social fields of international and national dimension. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Questions traditional approaches, practices and methods, develop and apply new working methods when necessary. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Recognize/apply social, scientific and professional ethical values. | 5 |
| PLO06 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes responsibility, leads and works effectively individually and/or in a team. | 3 |
| PLO07 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, follows the current developments in the field and improves himself/herself. | |
| PLO08 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | To be able to use Turkish and at least one foreign language in accordance with the requirements of academic life and business life. | |
| PLO09 | Yetkinlikler - Alana Özgü Yetkinlik | Analyzes data related to social sciences. | 4 |
| PLO10 | Yetkinlikler - Alana Özgü Yetkinlik | Define and analyze political, economic and social problems of international, regional and national context. | 4 |
| PLO11 | Yetkinlikler - Alana Özgü Yetkinlik | Gains critical thinking skills in the field of social sciences. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketing in the modern organization | Presentation | Öğretim Yöntemleri: Anlatım |
| 2 | Marketing planning: An overview of marketing | Reading the related chapter | Öğretim Yöntemleri: Anlatım |
| 3 | The marketing environment | Presentation | Öğretim Yöntemleri: Anlatım |
| 4 | Understanding consumer behavior | Reading the related chapter | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 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 | Pricing | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 14 | Distribution | Preparing for the presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 15 | Presentations | 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 | ||