Course Detail

Course Description Course Outline Course Contribution to Program Qualifications Assessment Methods ECTS-Workload Detail Informations of the Course Numerical Data

Course Description

Course	Code	Semester	T+P (Hour)	Credit	ECTS
PRINCIPLES of MARKETING	AVM2153260	Fall Semester	3+0	3	5

Course Program

Cuma 16:30-17:15

Cuma 17:30-18:15

Cuma 18:30-19:15

Cumartesi 16:30-17:15

Cumartesi 17:30-18:15

Cumartesi 18:30-19:15

Prerequisites Courses
Recommended Elective Courses

Language of Course	English
Course Level	First Cycle (Bachelor's Degree)
Course Type	Required
Course Coordinator	Assoc.Prof. Fatih PINARBAŞI
Name of Lecturer(s)	Assist.Prof. Fatma Betül ORTAKÖY
Assistant(s)
Aim	By the end of the course, students should be able to use the marketing lexicon, describe marketing concepts and the factors such as digital media that influence marketing decisions, understand the vital role of marketing in today’s global economy, and apply marketing concepts to market themselves as employees.
Course Content	This course contains; Course Introduction, Marketing: Creating Customer Value and Engagement,Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships,Analyzing the Marketing Environment,Managing Marketing Information to Gain Customer Insights,Consumer Markets and Buyer Behavior,Business Markets and Business Buyer Behavior,Customer Value-Driven Marketing Strategy: Creating Value for Target Customers,Products, Services, and Brands: Building Customer Value,Developing New Products and Managing the Product Life Cycle,Pricing: Understanding and Capturing Customer Value,Pricing Strategies: Additional Considerations,Marketing Channels: Delivering Customer Value,Integrated Marketing Communications Strategy,Sustainable Marketing: Social Responsibility and Ethics.

Course Learning Outcomes	Teaching Methods	Assessment Methods
2.2. Evaluate organizational buying behavior.	10, 13, 16, 9	A, C, G
2.3. Plan market segmentation.	10, 13, 16, 9	A, C, G
1. Will be able to express the basic issues related to marketing.	10, 13, 16, 9	A, C, G
1.1. Explain the marketing concept.	10, 13, 16, 9	A, C, G
1.2. Classifies market types.	10, 13, 16, 9	A, C, G
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter.	10, 13, 16, 9	A, C, G
2.1. Evaluate consumer buying behavior.	10, 13, 16, 9	A, C, G
3. Will be able to explains the marketing environment factors.	10, 13, 16, 9	A, C, G
3.1. Explain the actors of the micro marketing environment.	10, 13, 16, 9	A, C, G
3.2. Explain the actors of the macro marketing environment.	10, 13, 16, 9	A, C, G
3.3. Define types of reactions to environmental factors.	10, 13, 16, 9	A, C, G
4. Will be able to explain the marketing mix components.	10, 13, 16, 9	A, C, G
4.1. Explain product element.	10, 13, 16, 9	A, C, G
4.2. Explain price element.	10, 13, 16, 9	A, C, G
4.3. Explain place element.	10, 13, 16, 9	A, C, G
4.4. Explain promotion element.	10, 13, 16, 9	A, C, G
5. Will be able to explains the concept and components of marketing information system.	10, 13, 16, 9	A, C, G
5.1. Explains the concept of marketing information system.	10, 13, 16, 9	A, C, G
5.2. Explain customer insight concept.	10, 13, 16, 9	A, C, G
5.3. Explain marketing information system and types of data collection for marketing decision-making.	10, 13, 16, 9	A, C, G

Teaching Methods:	10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:	A: Traditional Written Exam, C: Multiple-Choice Exam, G: Quiz

Course Outline

Order	Subjects	Preliminary Work
1	Course Introduction, Marketing: Creating Customer Value and Engagement
2	Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
3	Analyzing the Marketing Environment
4	Managing Marketing Information to Gain Customer Insights
5	Consumer Markets and Buyer Behavior
6	Business Markets and Business Buyer Behavior
7	Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8	Products, Services, and Brands: Building Customer Value
9	Developing New Products and Managing the Product Life Cycle
10	Pricing: Understanding and Capturing Customer Value
11	Pricing Strategies: Additional Considerations
12	Marketing Channels: Delivering Customer Value
13	Integrated Marketing Communications Strategy
14	Sustainable Marketing: Social Responsibility and Ethics

Resources

1. Principles of Marketing, 19th Edition, Pearson, 2024, Philip Kotler, Gary Armstrong, Sridhar Balasubramanian 2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller, Alexander Chernev 3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler

Course Contribution to Program Qualifications

Course Contribution to Program Qualifications
No	Program Qualification	Contribution Level
No	Program Qualification	1	2	3	4	5
1	Defines the theoretical knowledge in the field of aviation management.
2	Explains the necessary of mathematical and statistical methods in the field of aviation management.
3	Uses at least one computer program required in the field of aviation management.
4	Demonstrates proficiency in foreign language proficiency required in the field of aviation management.
5	Prepares projects about his field and manages team works.
6	It critically evaluates the knowledge and skills that it constantly renews and acquires by following the developments in the field of Aviation management with the awareness of lifelong learning in the professional field.
7	Uses theoretical and practical information in the field of aviation management.
8	Follows up to date technologies and communicates verbally/writing using a foreign language at least A2 level.
9	Adopts and uses organizational / corporate, business and social ethical values.
10	It adopts social responsibility principles and takes initiative when necessary, within the framework of public service sensitivity.
11	In order to carry out interdisciplinary studies, analyze basic information and data in different disciplines and use them in the field.
12	It offers appropriate suggestions in both micro and macro frameworks in the face of problems in the aviation management sectors.

Assessment Methods

Contribution Level	Absolute Evaluation
Rate of Midterm Exam to Success		40
Rate of Final Exam to Success		60
Total		100

ECTS / Workload Table
Activities	Number of	Duration(Hour)	Total Workload(Hour)
Course Hours	14	3	42
Guided Problem Solving	0	0	0
Resolution of Homework Problems and Submission as a Report	7	2	14
Term Project	0	0	0
Presentation of Project / Seminar	7	2	14
Quiz	1	10	10
Midterm Exam	1	15	15
General Exam	1	35	35
Performance Task, Maintenance Plan	1	20	20
Total Workload(Hour)			150
*Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30=(150/30)**			5
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.

Detail Informations of the Course