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.
Dersin Öğrenme Kazanımları
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
1
2
3
4
5
1
Defines the theoretical issues in the field of information and management.
X
2
Describes the necessary mathematical and statistical methods in the field of information and management.
3
Uses at least one computer program in the field of information and management.
4
Sustains proficiency in a foreign language requiredor information and management studies.
X
5
Prepares informatics/software projects and work in a team.
6
Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management
X
7
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
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.
10
Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Writes software in different platforms such as desktop, mobile, web on its own and / or in a team.
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
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
PRINCIPLES of MARKETING
MIS3153260
Fall 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
Elective
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Prof.Dr. Ayşen AKYÜZ
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.
Dersin Öğrenme Kazanımları
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
1
2
3
4
5
1
Defines the theoretical issues in the field of information and management.
X
2
Describes the necessary mathematical and statistical methods in the field of information and management.
3
Uses at least one computer program in the field of information and management.
4
Sustains proficiency in a foreign language requiredor information and management studies.
X
5
Prepares informatics/software projects and work in a team.
6
Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management
X
7
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills.
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.
10
Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary.
11
Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Writes software in different platforms such as desktop, mobile, web on its own and / or in a team.
