The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment.
Course Content
This course contains; What is the role of marketing concept for consumers, companies and society,Marketing Strateji Planning and Target Markets,Evaluating Opportunities and Market Environments,Final Consumers' Markets and Decision / Purchasing behaviours,Purchasing behaviours of Business and Organizational Customers and International Markets,Product Planning for Goods and Services and Branding Process,Product Management and New-Product Development,Distribution Customer service and logistics, Customer services,Retailers, Wholesalers and their Strategy Planning,Promotion Methods and Integrated Marketing Communication,Personal Selling and Customer Service,Advertising, Publicity and Sales Promotion,Pricing objectives and Policies,Ethical Marketing in Consumer oriented world: Appraisal and Challenges.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.1. Explain the marketing concept.
10, 12, 13, 16, 9
A
1.2. Classify the types of markets.
10, 12, 13, 16, 9
A
2.1. Evaluate consumer buying behavior.
10, 12, 13, 16, 9
A
2.2. Evaluate organizational buying behavior.
10, 12, 13, 16, 9
A
2.3. Plan Market Segmentation.
10, 12, 13, 16, 9
A
1. Wiil be able to identify and explain the important concepts in marketing.
10, 12, 13, 16, 9
A
1.3. Compare micro and macro markets.
10, 12, 13, 16, 9
A
2. Will be able to develop managerial perspectives and analytical approach to solve different marketing problems.
10, 12, 13, 16, 9
A
3. Will be able to explain the marketing environment factors.
10, 12, 13, 16, 9
A
3.1. Explain the actors of the micro marketing environment.
10, 12, 13, 16, 9
A
3.2. Explain the actors of the macro marketing environment.
10, 12, 13, 16, 9
A
3.3. Define types of reactions to environmental factors.
10, 12, 13, 16, 9
A
4. Will be able to explain marketing mix elements.
10, 12, 13, 16, 9
A
4.1. Explain product element.
10, 12, 13, 16, 9
A
4.2. Explain price element.
10, 12, 13, 16, 9
A
4.3. Explain place element.
10, 12, 13, 16, 9
A
4.4. Explain promotion element.
10, 12, 13, 16, 9
A
5. Will be able to explain the concept and components of marketing information system.
10, 12, 13, 16, 9
A
5.1. Explains the concept of marketing information system.
10, 12, 13, 16, 9
A
5.2. Explain customer insight concept.
10, 12, 13, 16, 9
A
5.3. Explain marketing information system and types of data collection for marketing decision-making.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
What is the role of marketing concept for consumers, companies and society
Reading the 1. chapter
2
Marketing Strateji Planning and Target Markets
Reading the 2. chapter
3
Evaluating Opportunities and Market Environments
Reading the 3. chapter
4
Final Consumers' Markets and Decision / Purchasing behaviours
Reading the 5. chapter
5
Purchasing behaviours of Business and Organizational Customers and International Markets
Reading the 6. chapter
6
Product Planning for Goods and Services and Branding Process
Reading the 8. chapter
7
Product Management and New-Product Development
Reading the 9. chapter
8
Distribution Customer service and logistics, Customer services
Reading the 11. chapter
9
Retailers, Wholesalers and their Strategy Planning
Reading the 12. chapter
10
Promotion Methods and Integrated Marketing Communication
Reading the 13. chapter
11
Personal Selling and Customer Service
Reading the 14. chapter
12
Advertising, Publicity and Sales Promotion
Reading the 15. chapter
13
Pricing objectives and Policies
Reading the 16. chapter
14
Ethical Marketing in Consumer oriented world: Appraisal and Challenges
Reading the 18. chapter
Resources
1. Pazarlama İlkeleri, Philip Kotler, Gary Armstrong, Beta Basım Yayım, Çevimen: Dr. Ercan Gegez, 2018
2. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong.
3. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Keller, Pearson, 2019
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.
X
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.
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.
X
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
6
84
Guided Problem Solving
0
0
0
Resolution of Homework Problems and Submission as a Report
1
7
7
Term Project
0
0
0
Presentation of Project / Seminar
1
10
10
Quiz
1
5
5
Midterm Exam
1
10
10
General Exam
1
20
20
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
PRINCIPLES of MARKETING
YBS3159810
Fall Semester
3+0
3
5
Course Program
Perşembe 12:00-12:45
Perşembe 12:45-13:30
Perşembe 13:30-14:15
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Elective
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Burcu İNCİ
Assistant(s)
Aim
The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment.
Course Content
This course contains; What is the role of marketing concept for consumers, companies and society,Marketing Strateji Planning and Target Markets,Evaluating Opportunities and Market Environments,Final Consumers' Markets and Decision / Purchasing behaviours,Purchasing behaviours of Business and Organizational Customers and International Markets,Product Planning for Goods and Services and Branding Process,Product Management and New-Product Development,Distribution Customer service and logistics, Customer services,Retailers, Wholesalers and their Strategy Planning,Promotion Methods and Integrated Marketing Communication,Personal Selling and Customer Service,Advertising, Publicity and Sales Promotion,Pricing objectives and Policies,Ethical Marketing in Consumer oriented world: Appraisal and Challenges.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.1. Explain the marketing concept.
10, 12, 13, 16, 9
A
1.2. Classify the types of markets.
10, 12, 13, 16, 9
A
2.1. Evaluate consumer buying behavior.
10, 12, 13, 16, 9
A
2.2. Evaluate organizational buying behavior.
10, 12, 13, 16, 9
A
2.3. Plan Market Segmentation.
10, 12, 13, 16, 9
A
1. Wiil be able to identify and explain the important concepts in marketing.
10, 12, 13, 16, 9
A
1.3. Compare micro and macro markets.
10, 12, 13, 16, 9
A
2. Will be able to develop managerial perspectives and analytical approach to solve different marketing problems.
10, 12, 13, 16, 9
A
3. Will be able to explain the marketing environment factors.
10, 12, 13, 16, 9
A
3.1. Explain the actors of the micro marketing environment.
10, 12, 13, 16, 9
A
3.2. Explain the actors of the macro marketing environment.
10, 12, 13, 16, 9
A
3.3. Define types of reactions to environmental factors.
10, 12, 13, 16, 9
A
4. Will be able to explain marketing mix elements.
10, 12, 13, 16, 9
A
4.1. Explain product element.
10, 12, 13, 16, 9
A
4.2. Explain price element.
10, 12, 13, 16, 9
A
4.3. Explain place element.
10, 12, 13, 16, 9
A
4.4. Explain promotion element.
10, 12, 13, 16, 9
A
5. Will be able to explain the concept and components of marketing information system.
10, 12, 13, 16, 9
A
5.1. Explains the concept of marketing information system.
10, 12, 13, 16, 9
A
5.2. Explain customer insight concept.
10, 12, 13, 16, 9
A
5.3. Explain marketing information system and types of data collection for marketing decision-making.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
What is the role of marketing concept for consumers, companies and society
Reading the 1. chapter
2
Marketing Strateji Planning and Target Markets
Reading the 2. chapter
3
Evaluating Opportunities and Market Environments
Reading the 3. chapter
4
Final Consumers' Markets and Decision / Purchasing behaviours
Reading the 5. chapter
5
Purchasing behaviours of Business and Organizational Customers and International Markets
Reading the 6. chapter
6
Product Planning for Goods and Services and Branding Process
Reading the 8. chapter
7
Product Management and New-Product Development
Reading the 9. chapter
8
Distribution Customer service and logistics, Customer services
Reading the 11. chapter
9
Retailers, Wholesalers and their Strategy Planning
Reading the 12. chapter
10
Promotion Methods and Integrated Marketing Communication
Reading the 13. chapter
11
Personal Selling and Customer Service
Reading the 14. chapter
12
Advertising, Publicity and Sales Promotion
Reading the 15. chapter
13
Pricing objectives and Policies
Reading the 16. chapter
14
Ethical Marketing in Consumer oriented world: Appraisal and Challenges
Reading the 18. chapter
Resources
1. Pazarlama İlkeleri, Philip Kotler, Gary Armstrong, Beta Basım Yayım, Çevimen: Dr. Ercan Gegez, 2018
2. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong.
3. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Keller, Pearson, 2019
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.
X
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.
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.
