Undergraduate
Faculty of Arts and Design
Communication Arts
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Communication Arts Main Page / Program Curriculum / Basic Principles of Marketing II

Basic Principles of Marketing II

Course CodeSemester Course Name LE/RC/LA Course Type Language of Instruction ECTS
ISN2106 2 Basic Principles of Marketing II 2/0/0 CC Turkish 3
Course Goals
The aim of this course is to equip students with the function of modern marketing in producer-customer relationship in the frame of modern marketing’s fundamental notion, marketing environment, content and basic strategies.
Prerequisite(s) None
Corequisite(s) None
Special Requisite(s) None
Instructor(s) Lecturer İrem Aydoğdu
Course Assistant(s)
Schedule Wednesday, 11.00:12.45, Ataköy Campus B1-8
Office Hour(s) Wednesday, 11.00:12.45, Ataköy Campus B1-8
Teaching Methods and Techniques Theoritical discussion
Principle Sources Odabaşı, Y. (1995). Pazarlama İletişim, A.Ü. Yayınları. Mucuk İ. (2016). Pazarlama İlkeleri, Türkmen Yayınları
Other Sources
Course Schedules
Week Contents Learning Methods
1. Week SWOT Analysis Oral Presentation
2. Week Competitor Analysis Oral Presentation
3. Week Market Analysis Oral Presentation
4. Week Consumer Behaviours Oral Presentation
5. Week Product Diversification and Positioning Strategies Oral Presentation
6. Week Product life-cyle curve Oral Presentation
7. Week Midterm exam Midterm exam
8. Week Analysis of Brand and Semiotics Relationship Oral Presentation
9. Week Models of Domestic Brand Marketing Implementation Oral Presentation
10. Week Models of Foreign Brand Marketing Implementation Oral Presentation
11. Week International Marketing Oral Presentation
12. Week Marketing Management Oral Presentation
13. Week Market Segmentation and Target Market Selection Oral Presentation
14. Week Marketing Plan and Preparation Oral Presentation
15. Week Evaluation Evaluation
16. Week Evaluation Evaluation
17. Week Evaluation Evaluation
Assessments
Evaluation tools Quantity Weight(%)
Midterm(s) 1 30
Homework / Term Projects / Presentations 1 20
Final Exam 1 50


Program Outcomes
PO-1Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5They will be able to analysis the subjects they read, perceived and understand.
PO-6Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8 By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10Students will generate communication strategy in certain subjects and realize every related works.
PO-11They will work creatively, freely and flexibly in their personal lines.
PO-12Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1Ability to establish relationship between the notion and content of marketing
LO-2Ability to use the terms and methods of marketing
LO-3Ability to implement promotion mix management
LO-4Ability to interpret marketing activities
LO-5Ability to compare the types of marketing
LO-6Ability to prepare marketing report draft
LO-7Ability to practise market research
Course Assessment Matrix:
Program Outcomes - Learning Outcomes Matrix
 PO 1PO 2PO 3PO 4PO 5PO 6PO 7PO 8PO 9PO 10PO 11PO 12PO 13PO 14PO 15
LO 1
LO 2
LO 3
LO 4
LO 5
LO 6
LO 7