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Course Detail

Course Description

CourseCodeSemesterT+P (Hour)CreditECTS
PRINCIPLES of MARKETINGBUS2153260Fall Semester3+035
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of CourseEnglish
Course LevelFirst Cycle (Bachelor's Degree)
Course TypeRequired
Course CoordinatorAssist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)Assist.Prof. Fatih PINARBAŞI
Assistant(s)
AimThe main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment.
Course ContentThis course contains; Course Introduction, Marketing Concept ,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product ,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing.
Dersin Öğrenme KazanımlarıTeaching MethodsAssessment Methods
1.3. Compare micro and macro markets.10, 12, 13, 4, 9A, G
2.2. Evaluate organizational buying behavior.10, 12, 13, 4, 9A, G
2.3. Plan Market Segmentation.10, 12, 13, 4, 9A, G
1. Will be able to express the basic issues related to marketing.10, 12, 13, 16, 9A, G
1.1. Explain the marketing concept.10, 12, 13, 4, 9A, G
1.2. Classifies market types.10, 12, 13, 4, 9A, G
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter.10, 12, 13, 4, 9A, G
2.1. Evaluate consumer buying behavior.10, 12, 13, 4, 9A, G
3. Will be able to explains the marketing environment factors.10, 12, 13, 4, 9A, G
3.1. Explain the actors of the micro marketing environment.10, 12, 13, 4, 9A, G
3.2. Explain the actors of the macro marketing environment.10, 12, 13, 4, 9A, G
3.3. Define types of reactions to environmental factors.10, 12, 13, 4, 9A, G
4. Will be able to explain the marketing mix components.10, 12, 13, 16, 9A, G
4.1. Explain product element.10, 12, 13, 16, 9A, G
4.2. Explain price element.10, 12, 13, 16, 9A, G
4.3. Explain place element.10, 12, 13, 16, 9A, G
4.4. Explain promotion element.10, 12, 13, 16, 9A, G
5. Will be able to explains the concept and components of marketing information system.10, 12, 13, 16, 9A, G
5.1. Explains the concept of marketing information system.10, 12, 13, 16, 9A, G
5.2. Explain customer insight concept.10, 12, 13, 16, 9A, G
5.3. Explain marketing information system and types of data collection for marketing decision-making.10, 12, 13, 16, 9A, G
Teaching Methods:10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:A: Traditional Written Exam, G: Quiz

Course Outline

OrderSubjectsPreliminary Work
1Course Introduction, Marketing Concept
2External Marketing Environment
3Marketing Research
4Consumer Markets and Consumer Behavior
5Business and International Markets
6Market Segmentation, Targeting and Positioning
7Product
8Price and Promotion as Elements of Marketing Mix
9Personal Sales and Sales Development
10Advertising and PR
11Internet Marketing and Direct Marketing
12Distribution
13Services Marketing
14International Marketing
Resources
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong. 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
NoProgram QualificationContribution Level
12345
1
Defines the theoretical issues in the field of business administration
X
2
Describes the necessary qualitative and quantitative methods in the field of business and management.
X
3
Uses at least one computer program in the field of business and management
4
Sustains proficiency in a foreign language required for business and management.
5
Prepares managerial investment projects and work in a team.
6
Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.
X
7
Uses theoretical and practical expertise in the field of business administration
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness.
X

Assessment Methods

Contribution LevelAbsolute Evaluation
Rate of Midterm Exam to Success 40
Rate of Final Exam to Success 60
Total 100
ECTS / Workload Table
ActivitiesNumber ofDuration(Hour)Total Workload(Hour)
Course Hours14342
Guided Problem Solving000
Resolution of Homework Problems and Submission as a Report7214
Term Project000
Presentation of Project / Seminar7214
Quiz11010
Midterm Exam11515
General Exam13535
Performance Task, Maintenance Plan12020
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

Course Description

CourseCodeSemesterT+P (Hour)CreditECTS
PRINCIPLES of MARKETINGBUS2153260Fall Semester3+035
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of CourseEnglish
Course LevelFirst Cycle (Bachelor's Degree)
Course TypeRequired
Course CoordinatorAssist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)Assist.Prof. Fatih PINARBAŞI
Assistant(s)
AimThe main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment.
Course ContentThis course contains; Course Introduction, Marketing Concept ,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product ,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing.
Dersin Öğrenme KazanımlarıTeaching MethodsAssessment Methods
1.3. Compare micro and macro markets.10, 12, 13, 4, 9A, G
2.2. Evaluate organizational buying behavior.10, 12, 13, 4, 9A, G
2.3. Plan Market Segmentation.10, 12, 13, 4, 9A, G
1. Will be able to express the basic issues related to marketing.10, 12, 13, 16, 9A, G
1.1. Explain the marketing concept.10, 12, 13, 4, 9A, G
1.2. Classifies market types.10, 12, 13, 4, 9A, G
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter.10, 12, 13, 4, 9A, G
2.1. Evaluate consumer buying behavior.10, 12, 13, 4, 9A, G
3. Will be able to explains the marketing environment factors.10, 12, 13, 4, 9A, G
3.1. Explain the actors of the micro marketing environment.10, 12, 13, 4, 9A, G
3.2. Explain the actors of the macro marketing environment.10, 12, 13, 4, 9A, G
3.3. Define types of reactions to environmental factors.10, 12, 13, 4, 9A, G
4. Will be able to explain the marketing mix components.10, 12, 13, 16, 9A, G
4.1. Explain product element.10, 12, 13, 16, 9A, G
4.2. Explain price element.10, 12, 13, 16, 9A, G
4.3. Explain place element.10, 12, 13, 16, 9A, G
4.4. Explain promotion element.10, 12, 13, 16, 9A, G
5. Will be able to explains the concept and components of marketing information system.10, 12, 13, 16, 9A, G
5.1. Explains the concept of marketing information system.10, 12, 13, 16, 9A, G
5.2. Explain customer insight concept.10, 12, 13, 16, 9A, G
5.3. Explain marketing information system and types of data collection for marketing decision-making.10, 12, 13, 16, 9A, G
Teaching Methods:10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:A: Traditional Written Exam, G: Quiz

Course Outline

OrderSubjectsPreliminary Work
1Course Introduction, Marketing Concept
2External Marketing Environment
3Marketing Research
4Consumer Markets and Consumer Behavior
5Business and International Markets
6Market Segmentation, Targeting and Positioning
7Product
8Price and Promotion as Elements of Marketing Mix
9Personal Sales and Sales Development
10Advertising and PR
11Internet Marketing and Direct Marketing
12Distribution
13Services Marketing
14International Marketing
Resources
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong. 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
NoProgram QualificationContribution Level
12345
1
Defines the theoretical issues in the field of business administration
X
2
Describes the necessary qualitative and quantitative methods in the field of business and management.
X
3
Uses at least one computer program in the field of business and management
4
Sustains proficiency in a foreign language required for business and management.
5
Prepares managerial investment projects and work in a team.
6
Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.
X
7
Uses theoretical and practical expertise in the field of business administration
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness.
X

Assessment Methods

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

Numerical Data

Ekleme Tarihi: 09/10/2023 - 09:58Son Güncelleme Tarihi: 09/10/2023 - 10:00