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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 -
Coordinator of the Course Unit Assist.Prof. ÇAĞLA TUĞBERK ARIKER
Instructor(s) of the Course Unit Assist.Prof. ÇAĞLA TUĞBERK ARIKER
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

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
Define the theories, concepts and principles of the basic and sub-fields of business.
2
2
Explain business functions and processes based on current scientific sources.
4

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate internationally valid business cases with the theories and concepts of other social sciences.
3

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has.
4

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the theoretical and factual knowledge in business for occupational practices.
3
2
Solve individual and organizational problems in business life.
2
3
Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.
3

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan research and work using knowledge and skills gained in the field of business.
3
2
Organize the activities for organizational goals and purposes independently.
2

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Criticize advanced knowledge and skills in the field with a critical approach.
2
2
Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Express his/her knowledge, thoughts and solutions on business to related stakeholders in written and verbal ways.
2
2
Use the information and communication technology software and equipment required for business.
0

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Apply the social, scientific, cultural and ethical values at the stages of collection of data, their implementation, interpretation and announcement of results in the field of business.
2
2
Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.
2

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
Total Workload of the Course Unit 148
Workload (h) / 25.5 5,8
ECTS Credits allocated for the Course Unit 6,0