PRINCIPLES AND MANAGEMENT OF MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
IBY218	PRINCIPLES AND MANAGEMENT OF MARKETING	4	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
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	Prof. ORHAN İŞCAN
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to make students develop a comprehensive marketing plan and apply course concepts to real or imaginary products.
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 behaviors
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
2	Relevant parts of course book	Chapter 2: Analysing the Marketing Environment	Lecturing
3	Relevant parts of course book	Chapter 3: Managing Marketing Information to Gain Customer Insights	Lecturing
4	Relevant parts of course book	Chapter 4: Consumer Markets & Consumer Buyer Behaviour	Lecturing
5	Relevant parts of course book	Chapter 5: Business Markets & Business Buyer Behaviour	Lecturing
6	Relevant parts of course book	Chapter 6: Customer-Driven Marketing Strategy – Creating Value for Target Customers	Lecturing
7	Relevant parts of course book	Chapter 7: Products, Services & Brands – Building Customer Value	Lecturing
8	-	MID-TERM EXAM	-
9	Relevant parts of course book	Chapter 8: New-Product Development & Product Life-Cycle Strategies	Lecturing
10	Relevant parts of course book	Chapter 9: Pricing – Understanding & Capturing Customer Value	Lecturing
11	Relevant parts of course book	Chapter 10: Marketing Channels: Delivering Customer Value	Lecturing
12	Relevant parts of course book	Chapter 11: Advertising & Public Relations	Lecturing
13	Relevant parts of course book	Chapter 12: Communicating Customer Value – Integrated Marketing Communications Strategy	Lecturing
14	Relevant parts of course book	Chapter 13: Personal Selling & Sales Promotion	Lecturing
15	Relevant parts of course book	Chapter 14: The Global Marketplace	Lecturing
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING

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	Interpret the basic concepts, theories and approaches of business information management, programming and management information systems.						5
2	Explain concepts related to field by associating them with information systems and programming languages.		1

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain current information about the field with information and communication theories.					4
2	Relate the information and facts about his/her field with other areas of social sciences.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Prepare the technical infrastructure and content of information management in businesses.			2
2	Integrate the theoretical knowledge about the field into today's technology				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the programming languages for the functioning of business.			2
2	Interpret the theoretical and practical information they obtained in their field.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Fulfill his/her duties and responsibilities related to the solution of problems arising in enterprises.						5
2	Conducts projects related with his/her field.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Integrate the technical information and approaches about his/her field to business management information processes.						5
2	Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Cooperates with stakeholders in order to generate new ideas.						5
2	Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students will be able to apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.					4
2	Write programs by using the programming languages related with his/her field.		1

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)	0	0	0
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	7	4	28
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	7	3	21
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	58	0	149