BASIC MARKETING PRINCIPLES PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
IBT215	BASIC MARKETING PRINCIPLES	3	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	Assoc.Prof. GÜLGÜN ÇİĞDEM
Instructor(s) of the Course Unit	Assist.Prof. PINAR ALYAR
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to introduce students to the fundamental concepts, principles, and practices of marketing. The course is designed to develop an understanding of how organizations create value for customers, analyze markets and consumer behavior, and design effective marketing strategies. By the end of the course, students will be able to explain core marketing concepts, evaluate marketing environments, apply the elements of the marketing mix, and understand the ethical, social, and sustainability issues that influence modern marketing decisions.
Contents of the Course Unit:	This course covers the fundamental theories and practices of marketing. The content includes an introduction to marketing and its evolution; marketing philosophies and the marketing environment; consumer and industrial buyer behavior; marketing research and information systems; market segmentation, targeting, and positioning strategies; and the elements of the marketing mix, including product, pricing, distribution, and promotion. The course also examines services marketing and the extended marketing mix, international marketing strategies, and contemporary issues such as marketing ethics, social responsibility, and sustainability.

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

Explain the fundamental concepts, principles, and terminology of marketing. Analyze the marketing environment and its impact on organizational decision-making. Understand and evaluate consumer and industrial buyer behavior. Apply marketing research methods to support marketing decisions. Develop market segmentation, targeting, and positioning strategies. Explain and apply the elements of the marketing mix (product, price, place, and promotion). Understand the characteristics of services marketing and the extended marketing mix. Evaluate basic international marketing strategies and global market differences. Recognize ethical, social responsibility, and sustainability issues in marketing practices. Interpret real-world marketing problems and propose appropriate marketing solutions using fundamental marketing principles.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Introduction to Marketing	-
2	-	Evolution of Marketing and Marketing Philosophies	-
3	-	The Marketing Environment	-
4	-	Consumer Behavior	-
5	-	Marketing Research	-
6	-	Segmentation – Targeting – Positioning (STP)	-
7	-	Industrial (B2B) Markets	-
8	-	Marketing Mix: Product	-
9	-	Marketing Mix: Pricing	-
10	-	MID-TERM EXAM	-
11	-	Marketing Mix: Place (Distribution)	-
12	-	Marketing Mix: Promotion	-
13	-	Services Marketing: Extended Marketing Mix (7Ps)	-
14	-	International Marketing	-
15	-	Marketing Ethics, Social Responsibility, and Sustainability	-
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Marketing Management by Philip Kotler and Kevin Lane Keller

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method
Mid-Term Exam	1	30		Classical Exam
Short Exam	1	20
Final Exam	1	50		Classical Exam
TOTAL	3	100

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Summarizing basic and advanced topics in International Trade and Business.					4
2	To define the theories, concepts and principles of International Trade and Business and its sub-fields.					4
3	Interpreting the relationship of International Trade and Business with other disciplines.					4
4	Using the theoretical knowledge gained in the field of International Trade and Business in professional practices and daily life.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explaining current events and phenomena in the field with a holistic perspective analytically and systematically based on advanced knowledge and skills.					4
2	Solving problems encountered in business life, at individual and organizational level.					4
3	Effective use of computer programs (such as SPSS, R, Excel, Stata) in the face of complex business problems.			2
4	Evaluating the developments in the world from an intellectual perspective in the light of the joint faculty courses taken.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Recognizing new theoretical and practical approaches in the field of International Trade and Business.					4
2	Recognize the relevant literature effectively.					4
3	Independently organize activities towards organizational goals and objectives.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	To conduct qualitative and quantitative research on the subjects related to the field.				3

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	To be able to work independently in the light of the knowledge gained in the field of International Trade and Business and to take responsibility for the work done.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Adopting the philosophy of lifelong learning.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Using foreign language skills effectively in business and social life, explaining their demands in writing or verbally.						5
2	To design a healthy communication network in the business world by using social life skills.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Benefiting from the theoretical and historical knowledge of international trade and business; analyzes current issues, events and problems.					4
2	Continually improving their knowledge of the structure and characteristics of the variables of international trade and business.					4

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	2	28
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	14	2	28
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	14	3	42
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	8	2	16
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	66	0	158