Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | Prof.Dr.Ayşen Akyüz |
| Aim | The aim of this course is to introduce students to the basic concepts and principles of marketing and to provide students with an understanding of modern marketing strategies and practices. |
| Course Content | This course contains; Introduction to Marketing,Consumer Behavior,Marketing Ethics ,Marketing Research,Product and Brand Decisions I,Product and Brand Decisions II,Pricing,Distribution,Promotion-Integrated Marketing Communications I,Promotion-Integrated Marketing Communications II,Services Marketing,e-Marketing,Global Marketing I,Global Marketing II. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Comprehend the role of marketing in modern society and businesses. | 13, 16, 9 | A, D |
| Develop strategies based on marketing mix (4Ps). | 13, 16, 9 | A, D |
| Explain basic concepts such as positioning and customer value proposition. | 13, 16, 9 | A, D |
| Integrate marketing mix to create a comprehensive plan. | 13, 16, 9 | A, D |
| Analyze marketing problems and suggest solutions. | 13, 16, 9 | A, D |
| Apprehend global marketing framework. | 13, 16, 9 | A, D |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Marketing | |
| 2 | Consumer Behavior | Reading the section requested by the lecturer from the relevant chapter |
| 3 | Marketing Ethics | Reading the section requested by the lecturer from the relevant chapter |
| 4 | Marketing Research | Reading the section requested by the lecturer from the relevant chapter |
| 5 | Product and Brand Decisions I | Reading the section requested by the lecturer from the relevant chapter |
| 6 | Product and Brand Decisions II | Reading the section requested by the lecturer from the relevant chapter |
| 7 | Pricing | Reading the section requested by the lecturer from the relevant chapter |
| 8 | Distribution | Reading the section requested by the lecturer from the relevant chapter |
| 9 | Promotion-Integrated Marketing Communications I | Reading the section requested by the lecturer from the relevant chapter |
| 10 | Promotion-Integrated Marketing Communications II | Reading the section requested by the lecturer from the relevant chapter |
| 11 | Services Marketing | Reading the section requested by the lecturer from the relevant chapter |
| 12 | e-Marketing | Ders kitabından ilgili üniteden verilen okumanın yapılması |
| 13 | Global Marketing I | Reading the section requested by the lecturer from the relevant chapter |
| 14 | Global Marketing II | Reading the section requested by the lecturer from the relevant chapter |
| Resources |
| Perreault, W., Cannon, J. McCarthy, E.J. (2013). Pazarlamanın Temelleri. Nobel Yayınevi. Kotler, K. Armstrong, G. (2018). Principles of Marketing. Pearson. |
| Powerpoint hand-outs |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
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 | 14 | 1 | 14 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 2 | 2 | |||
| Term Project | 14 | 2 | 28 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 136 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(136/30) | 5 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING PRINCIPLES | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | Prof.Dr.Ayşen Akyüz |
| Aim | The aim of this course is to introduce students to the basic concepts and principles of marketing and to provide students with an understanding of modern marketing strategies and practices. |
| Course Content | This course contains; Introduction to Marketing,Consumer Behavior,Marketing Ethics ,Marketing Research,Product and Brand Decisions I,Product and Brand Decisions II,Pricing,Distribution,Promotion-Integrated Marketing Communications I,Promotion-Integrated Marketing Communications II,Services Marketing,e-Marketing,Global Marketing I,Global Marketing II. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Comprehend the role of marketing in modern society and businesses. | 13, 16, 9 | A, D |
| Develop strategies based on marketing mix (4Ps). | 13, 16, 9 | A, D |
| Explain basic concepts such as positioning and customer value proposition. | 13, 16, 9 | A, D |
| Integrate marketing mix to create a comprehensive plan. | 13, 16, 9 | A, D |
| Analyze marketing problems and suggest solutions. | 13, 16, 9 | A, D |
| Apprehend global marketing framework. | 13, 16, 9 | A, D |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Marketing | |
| 2 | Consumer Behavior | Reading the section requested by the lecturer from the relevant chapter |
| 3 | Marketing Ethics | Reading the section requested by the lecturer from the relevant chapter |
| 4 | Marketing Research | Reading the section requested by the lecturer from the relevant chapter |
| 5 | Product and Brand Decisions I | Reading the section requested by the lecturer from the relevant chapter |
| 6 | Product and Brand Decisions II | Reading the section requested by the lecturer from the relevant chapter |
| 7 | Pricing | Reading the section requested by the lecturer from the relevant chapter |
| 8 | Distribution | Reading the section requested by the lecturer from the relevant chapter |
| 9 | Promotion-Integrated Marketing Communications I | Reading the section requested by the lecturer from the relevant chapter |
| 10 | Promotion-Integrated Marketing Communications II | Reading the section requested by the lecturer from the relevant chapter |
| 11 | Services Marketing | Reading the section requested by the lecturer from the relevant chapter |
| 12 | e-Marketing | Ders kitabından ilgili üniteden verilen okumanın yapılması |
| 13 | Global Marketing I | Reading the section requested by the lecturer from the relevant chapter |
| 14 | Global Marketing II | Reading the section requested by the lecturer from the relevant chapter |
| Resources |
| Perreault, W., Cannon, J. McCarthy, E.J. (2013). Pazarlamanın Temelleri. Nobel Yayınevi. Kotler, K. Armstrong, G. (2018). Principles of Marketing. Pearson. |
| Powerpoint hand-outs |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |