The aim of the course is to familiarise students with the fundamental principles of marketing, one of the important components of business. Students are expected to learn how marketing professionals create and deliver value to satisfy customer wants and needs. They also learn how marketers decide upon the target markets their company can best serve, and determine appropriate products and services to serve these markets. A variety of topics including product development, branding, pricing strategies, supply chain management, promotion is covered.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Kemal Özkan Yılmaz
Course Assistant(s)
Schedule
Tuesday, 09:00-11:50, B-402
Office Hour(s)
Dr. Kemal Özkan Yılmaz; Online or face-to-face by Appointment, and Tuesday, 12:00-13:50.
Teaching Methods and Techniques
- Eclectic, lecturing, discussion.
Principle Sources
- Kotler, P., Armstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Prentice Hall.
Other Sources
- Various articles and materials about the principles of marketing.
Course Schedules
Week
Contents
Learning Methods
1. Week
What is marketing? Key concepts and themes.
- Eclectic, lecturing, discussion
2. Week
What is marketing? Key concepts and themes.
- Eclectic, lecturing, discussion
3. Week
The Role of Marketing in Economic Systems. Marketing’s Value to Consumers, Firms, and Society.
- Eclectic, lecturing, discussion
4. Week
The Role of Marketing in Economic Systems. Marketing’s Value to Consumers, Firms, and Society.
- Eclectic, lecturing, discussion
5. Week
Marketing Strategy Planning.
- Eclectic, lecturing, discussion
6. Week
Marketing Strategy Planning.
- Eclectic, lecturing, discussion
7. Week
Evaluating Opportunities in the Changing Market Environment.
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Focusing Marketing Strategy with Segmentation, Targeting and Positioning.
- Eclectic, lecturing, discussion
10. Week
Consumer Behaviour: How People Make Buying Decisions.
- Eclectic, lecturing, discussion
11. Week
Consumer Behaviour: How People Make Buying Decisions.
- Eclectic, lecturing, discussion
12. Week
Business and Organizational Customers and Their Buying Behavior.
- Eclectic, lecturing, discussion
13. Week
Integrated Marketing Communications and the Changing Media.
- Eclectic, lecturing, discussion
14. Week
Ethical Marketing in a Consumer-Oriented World.
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
30
Quizzes
1
10
Final Exam
1
60
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students learn and can explain fundamental marketing concepts and terms.
LO-2
Students acquire an understanding of the marketing mix and how it is used in business.
LO-3
Students understand and appreciate the importance of marketing for commercial companies and non-profit organizations.
LO-4
Students grasp the importance of having a marketing-oriented perspective in the future business world.
LO-5
Students can analyse and evaluate market conditions and consumer wants and needs in creating marketing strategies.
