NEW MEDIA
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 be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication.
2)	To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level.
3)	To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them.
4)	To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends.
5)	To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner.
6)	To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents.
7)	To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content.
8)	To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit.
9)	To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication.
10)	To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels.