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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	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):	Assoc. Prof. GÜLBERK GÜLTEKİN SALMAN Prof. Dr. İPEK ALTINBAŞAK FARİNA Prof. Dr. ELİF OKAN
Recommended Optional Program Components:	None
Course Objectives:	This course is designed to familiarize participants with key marketing concepts and theories to effectively develop, evaluate, and implement marketing management strategies in dynamic environments. Emphasizing the evolving marketing landscape, the course will cover fundamental topics including the marketing concept, strategic planning, consumer behavior, and the elements of the marketing mix. Participants will explore segmentation, targeting, and positioning in depth. Learning will be reinforced through case studies and in-class discussions, with a focus on applying frameworks and conceptual tools to analyze problems and opportunities in marketing strategy development.

Learning Outcomes

The students who have succeeded in this course;
Upon successful completion of this course, students will be able to:
1. Define the basic concepts and processes related to marketing
2. Understand the role and importance of marketing for businesses
3. Evaluate the relationship and differences between macro-micro environmental factors and marketing
4. Become knowledgeable about market segmentation, target market selection, and positioning.
5. Gain knowledge of the marketing mix (product, price, promotion, and distribution).

Course Content

The teaching methods of the course are Technology-Enhanced Learning, Lecture, Discussion.
Principles of Marketing course teaches the fundamental concepts, processes, and strategies of marketing. This course covers topics such as market research, target audience identification, and the marketing mix. Students will develop skills to create and implement effective marketing plans.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction
2)	Chapter 1
3)	Chapter 2	Quiz
4)	Chapter 3	Quiz
5)	Midterm 1 ONLINE
6)	Chapter 7	Quiz
7)	Chapter 8	Quiz
8)	Mid Term 2 in class
9)	Chapter 10	Quiz
10)	Chapter 12	Quiz
11)	Chapter 14	Quiz
12)	Chapter 15	Quiz
13)	Chapter 18 (creating competitive advantage)	Quiz
14)	Review

Sources

Course Notes / Textbooks:	Kotler/Armstrong, Principles of Marketing, 18.edition, Global Edition. Pearson
References:	Students are expected to register for the online book( https://www.pearson.com/mylab) . This book will be used for Marketing Management course next semester!! So you will be using the same book for 2 courses.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	9	% 15
Midterms	2	% 40
Final	1	% 45
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 55
PERCENTAGE OF FINAL WORK		% 45
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	12	36
Study Hours Out of Class	13	56
Homework Assignments	9	27
Midterms	2	4
Final	1	2
Total Workload		125

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	2
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising
4)	To be able to follow and interpret innovations in the field of advertising
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.
6)	To address and solve the needs and problems of the field through the developed scientific perspective
7)	To recognize and understand all the dynamics within the field of advertising
8)	To analyze and develop solutions to problems encountered in the practical field of advertising