BA3567 Principles of MarketingBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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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 Spring
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 be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy. 2
2) To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. 2
3) To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency. 2
4) To be able to analyze primary and secondary research data for a variety of products and services. 2
5) To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace. 2
6) To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1) 2
7) To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field. 3
8) To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures. 2
9) To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies. 2
10) To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace. 2
11) To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level) 2
12) To be able to identify and meet the demands of learning requirements. 2
13) To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. 2