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	-
Coordinator of the Course Unit	Assist.Prof. HABİBE GÜNGÖR
Instructor(s) of the Course Unit	Assist.Prof. ASLIHAN ÜNAL
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to enable students to master the basic issues and concepts related to marketing.
Contents of the Course Unit:	Basic marketing concepts, marketing environment, marketing information systems, consumer market and industrial markets, value, satisfaction, complaint and loyalty, market segmentation, target market selection and positioning, marketing mix and ethics in marketing.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain the basic concepts of marketing.
State the marketing environment.
Compare consumer markets and industrial markets.
Explain the concepts of customer value, satisfaction, complaint and loyalty.
Define the marketing mix.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Relevant parts of course book	Basic Concepts About Marketing	Lecturing, samples
2	Relevant parts of course book	Marketing Environment	Lecturing, samples
3	Relevant parts of course book	Marketing Information Systems	Lecturing, samples
4	Relevant parts of course book	Consumer Market and Consumer Behavior	Lecturing, samples
5	Relevant parts of course book	Industrial Markets and Industrial Buyer Behavior	Lecturing, samples
6	Relevant parts of course book	Customer Value, Satisfaction, Complaint and Loyalty	Lecturing, samples
7	Relevant parts of course book	Market Segmentation, Target Market Selection and Positioning	Lecturing, samples
8	-	MID-TERM EXAM	-
9	Relevant parts of course book	Product and Brand Decisions	Lecturing, samples
10	Relevant parts of course book	Price and Pricing Decisions	Lecturing, samples
11	Relevant parts of course book	Distribution (Place) Decisions	Lecturing, samples
12	Relevant parts of course book	Retailing, Wholesaling and Logistics	Lecturing, samples
13	Relevant parts of course book	Promotion and Marketing Communication	Lecturing, samples
14	Relevant parts of course book	Advertising, Public Relations, Personal Selling and Sales Promotion	Lecturing, samples
15	Relevant parts of course book	Ethics in Marketing	Lecturing, samples
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2020). Pazarlama İlkeleri ve Yönetimi. 4. Baskı, Beta Yayınevi.
Kotler, P. ve Armstrong, G. (2018). Pazarlama İlkeleri. Beta Yayınevi.
Journal of Marketing
Pazarlama ve Pazarlama Araştırmaları Dergisi
Anıl, N. K. ve Eti İçli, G. (2022). Pazarlama İlkeleri. Eğitim Yayınevi.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

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	1	14
Assignment (Homework)	14	2	28
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