PRINCIPLES OF MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
ISL226	PRINCIPLES 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	Assoc.Prof. ÇAĞLA TUĞBERK ARIKER
Instructor(s) of the Course Unit
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. ve 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	Define the theories, concepts and principles of the basic and sub-fields of business.						5
2	Explain business functions and processes based on current scientific sources.						5

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.						5

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.						5

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.					4
2	Solve individual and organizational problems in business life.					4
3	Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.		1

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.			2
2	Organize the activities for organizational goals and purposes independently.		1

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.		1
2	Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.				3

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.		1
2	Use the information and communication technology software and equipment required for business.		1

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 the collection of data, their implementation, interpretation and announcement of results in the field of business.		1
2	Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.				3

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