BUSINESS ADMINISTRATION
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
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Must Course
Course Level: Bachelor
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. ELİF OKAN
Course Lecturer(s): Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU
Prof. Dr. İPEK ALTINBAŞAK FARİNA
Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN
Dr. Öğr. Üyesi BAŞAK AKDEMİR
Prof. Dr. AHU ERGEN
Prof. Dr. ELİF OKAN
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 Outputs

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: 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
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes 3 % 5
Homework Assignments 7 % 10
Presentation 3 % 15
Project 2 % 20
Seminar % 0
Midterms 20 % 20
Preliminary Jury % 0
Final 25 % 25
Paper Submission % 0
Jury % 0
Bütünleme % 0
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
Laboratory
Application
Special Course Internship (Work Placement)
Field Work
Study Hours Out of Class
Presentations / Seminar 7 7
Project
Homework Assignments
Quizzes
Preliminary Jury
Midterms 13 13
Paper Submission
Jury
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) Being able to identify problems and ask right questions 4
2) Having problem solving skills and developing necessary analytical attitude 4
3) Comprehending theoretical arguments along with counter arguments in detail 5
4) Gaining awareness of lifelong learning and being qualified for pursuing graduate education 4
5) Applying theoretical concepts in project planning 4
6) Communicating efficiently by accepting differences and carrying out compatible teamwork 3
7) Increasing efficiency rate in business environment 3
8) Developing innovative and creative solutions in face of uncertainty 5
9) Researching to gather information for understanding current threats and opportunities in business 5
10) Being aware of the effects of globalization on society and business while deciding 4
11) Possessing digital competence and utilizing necessary technology 3
12) Communicating in at least one foreign language in academic and daily life 4
13) Possessing managing skills and competence 3
14) Deciding with the awareness of the legal and ethical consequences of business operations 3
15) Expressing opinions that are built through critical thinking process in business and academic environment 4