Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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BUS226 | PRINCIPLES OF MARKETING | 4 | 3 | 3 | 6 |
GENERAL INFORMATION |
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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 | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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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.
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5 | |||||
2 |
Explain business functions and processes based on current scientific sources.
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5 |
KNOWLEDGE |
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Factual |
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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.
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5 |
SKILLS |
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Cognitive |
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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.
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5 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use the theoretical and factual knowledge in business for occupational practices.
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4 | |||||
2 |
Solve individual and organizational problems in business life.
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4 | |||||
3 |
Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.
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1 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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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.
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2 | |||||
2 |
Organize the activities for organizational goals and purposes independently.
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1 |
OCCUPATIONAL |
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Learning to Learn |
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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.
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1 | |||||
2 |
Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.
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3 |
OCCUPATIONAL |
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Communication & Social |
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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.
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1 | |||||
2 |
Use the information and communication technology software and equipment required for business.
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1 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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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.
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1 | |||||
2 |
Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.
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3 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |