BA3567 Principles of MarketingBahçeşehir UniversityDegree Programs SOCIOLOGYGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
SOCIOLOGY
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
BA3567 Principles of Marketing Fall 3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. ELİF OKAN
Course Lecturer(s): Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN
Prof. Dr. İPEK ALTINBAŞAK FARİNA
Prof. Dr. ELİF OKAN
Recommended Optional Program Components: None
Course Objectives: The objective of the course is to introduce the participants with the marketing concepts and theories in order to develop, evaluate and implement marketing management strategies in complex environments.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1. Explains the basic concepts and theories of the marketing discipline with an interdisciplinary perspective.
2. Understands the interaction between market and customer within the marketing system.
3. Knows the importance of marketing information and market research methods
4. Can explain why and how consumer behavior occurs
5. Knows market segmentation, targeting and positioning
6. Knows the elements of the marketing mix
7. Understands competitive analysis and marketing strategies on a global and local scale

Course Content

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Understanding Marketingin Creating and Capturing Customer Value and how companies can use their marketing strategies with Partnering to Build Customer Relationships
2) Analyzing the Marketing Environment And Managing Marketing Information to Gain Customer Insights
3) Understanding Consumer Markets and Consumer Buyer Behavior
4) Analyzing Business Markets and Business Buyer Behavior
5) Knowing how to create Customer-Driven Marketing Strategy: Creating Value for Target Customers
6) Understanding the strategies associated with Products, Services, and Brands: Building Customer Value
7) Identifying the process of developing New Products and Managing the Product Life Cycle
8) Learning to design Pricing Strategies in order to Understand and Capture Customer Value
9) Identifying the ways to design Marketing Channels: Delivering Customer Value and the roles / functions of Retailing and Wholesaling
10) Learning to Communicate Customer Value through the use of Advertising and Public Relations
11) Understanding the effective use of Personal Selling,Sales Promotion ;Direct and Online Marketing in Building Direct Customer Relationships
12) Finding ways in Creating Competitive Advantage
13) Getting acquianted with The Global Marketplace
14) Understanding the importance of Sustainable Marketing: Social Responsibility and Ethics

Sources

Course Notes / Textbooks: Principles of Marketing, 14/E
Kotler & Armstrong 2012 | Prentice Hall | Published: 01/27/2011
ISBN-10: 0132167123 | ISBN-13: 9780132167123
References:

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 5
Quizzes 3 % 5
Homework Assignments 7 % 10
Presentation 3 % 15
Project 2 % 20
Midterms 20 % 20
Final 25 % 25
Total % 100
PERCENTAGE OF SEMESTER WORK % 55
PERCENTAGE OF FINAL WORK % 45
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Presentations / Seminar 7 7
Midterms 13 13
Final 16 66
Total Workload 128

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To learn and compare major sociology perspectives, both classical and contemporary, and apply all of them to analysis of social conditions.
2) To be able to identify the basic methodological approaches in building sociological and anthropological knowledge at local and global levels
3) To be able to use theoretical and applied knowledge acquired in the fields of statistics in social sciences.
4) To have a basic knowledge of other disciplines (including psychology, history, political science, communication studies and literature) that can contribute to sociology and to be able to make use of this knowledge in analyzing sociological processes
5) To have a knowledge and practice of scientific and ethical principles in collecting, interpreting and publishing sociological data also develop ability how to share this data with experts and lay people, using effective communication skills
6) To develop competence in analyzing and publishing sociological knowledge by using computer software for quantitative and qualitative analysis; and develop an attitute for learning new techniques in these fields.
7) To identify and to have a knowledge of the theories related to urban and rural sociology and demography, and political sociology, sociology of gender, sociology of body, visual sociology, sociology of work, sociology of religion, sociology of knowledge and sociology of crime.
8) To have knowledge of how sociology is positioned as a scientific discipline from a philosophical and historical perspective
9) To have the awareness of social issues in Turkish society, to develop critical perspective in analysing these issues and to have a knowledge of the works of Turkish sociologists and to be able to transfer this knowledge
10) To have the awareness of social issues and global societal processes and to apply sociological analysis to development and social responsibility projects
11) To have the ability to define a research question, design a research project and complete a written report for various fields of sociology, either as an individual or as a team member.
12) To be able to transfer the knowledge gained in the areas of sociology to the level of secondary school.