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PRINCIPLES OF MARKETING PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
BUS226 PRINCIPLES OF MARKETING 4 3 3 6

GENERAL INFORMATION

Language of Instruction : English
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Compulsory
Mode of Delivery of the Course Unit Blended (Face to face & Distance Learning)
Coordinator of the Course Unit Prof.Dr. SELMA KARATEPE
Instructor(s) of the Course Unit Assist.Prof.Dr. GÜLSÜM VEZİR OĞUZ

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: The aim of this course is to enable students to develop a comprehensive marketing plan and to evaluate the basic concepts related to marketing in real life applications.
Contents of the Course Unit: The marketing concept and environment Identifying and understanding the customer – segmentation, targeting, positioning and consumer behaviour The use of marketing research and information systems The marketing mix – product, branding, pricing, distribution; channel issues and promotion Competitive forces and marketing planning Measuring performance An introduction to marketing ethics and social responsibility

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Describe marketing’s role in discovering and satisfying consumer’s needs, wants and behaviours
Determine market size through a target market analysis
Utilize environmental scanning to identify opportunities and threats in the marketing environment
Examine electronic commerce and interactive marketing and how they create customer value
Evaluate the electronic presence of various companies in the Marketplace
Analyze marketing factors that contribute to a product’s success or failure

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Relevant parts of course book Chapter 1: Marketing – Creating & Capturing Customer Value. Lecturing, samples
2 Relevant parts of course book Chapter 2: Analysing the Marketing Environment Lecturing, samples
3 Relevant parts of course book Chapter 3: Managing Marketing Information to Gain Customer Insights Lecturing, samples
4 Relevant parts of course book Chapter 4: Consumer Markets & Consumer Buyer Behaviour Lecturing, samples
5 Relevant parts of course book Chapter 5: Business Markets & Business Buyer Behaviour Lecturing, samples
6 Relevant parts of course book Chapter 6: Customer-Driven Marketing Strategy – Creating Value for Target Customers Lecturing, samples
7 Relevant parts of course book Chapter 7: Products, Services & Brands – Building Customer Value Lecturing, samples
8 - MID-TERM EXAM -
9 Relevant parts of course book Chapter 8: New-Product Development & Product Life-Cycle Strategies Lecturing, samples
10 Relevant parts of course book Chapter 9: Pricing – Understanding & Capturing Customer Value Lecturing, samples
11 Relevant parts of course book Chapter 10: Marketing Channels: Delivering Customer Value Lecturing, samples
12 Relevant parts of course book Chapter 11: Advertising & Public Relations Lecturing, samples
13 Relevant parts of course book Chapter 12: Communicating Customer Value – Integrated Marketing Communications Strategy Lecturing, samples
14 Relevant parts of course book Chapter 13: Personal Selling & Sales Promotion Lecturing, samples
15 Relevant parts of course book Chapter 14: The Global Marketplace Lecturing, samples
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2017). MKTG. Boston: Cengage Learning.
The journal of marketing

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
2
Use computer programs related to Aviation Transportation.
3
Define basic concepts related with aviation management.

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
2
Classify the relationship between the basic functions of the business and the interactions between these functions.
3
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4
Explain the concepts of entrepreneurship and innovation with the field.

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage operational activities related to the airline.
2
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
2
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
3
Manage all phases from planning to implementation of aviation operations as a member of a team.
4
Cooperate with stakeholders related to air transport.
5
Develop the modern techniques and tools necessary for applications related to the field.

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Execute a study in his/her field independently.
2
Decide as an individual or a team member to solve the problems encountered in applications related to the field.

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
2
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
2
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
3
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 14 3 42
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 14 2 28
Assignment (Homework) 14 1 14
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 1 10 10
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 1 10 10
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 60 0 148
Total Workload of the Course Unit 148
Workload (h) / 25.5 5,8
ECTS Credits allocated for the Course Unit 6,0