Course Detail
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
PRINCIPLES of MARKETING | MIS3153260 | Fall Semester | 3+0 | 3 | 5 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | English |
Course Level | First Cycle (Bachelor's Degree) |
Course Type | Elective |
Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
Assistant(s) | |
Aim | The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment. |
Course Content | This course contains; Course Introduction, Marketing Concept ,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product ,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1.3. Compare micro and macro markets. | 10, 12, 13, 4, 9 | A, G |
2.2. Evaluate organizational buying behavior. | 10, 12, 13, 4, 9 | A, G |
2.3. Plan Market Segmentation. | 10, 12, 13, 4, 9 | A, G |
1. Will be able to express the basic issues related to marketing. | 10, 12, 13, 16, 9 | A, G |
1.1. Explain the marketing concept. | 10, 12, 13, 4, 9 | A, G |
1.2. Classifies market types. | 10, 12, 13, 4, 9 | A, G |
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter. | 10, 12, 13, 4, 9 | A, G |
2.1. Evaluate consumer buying behavior. | 10, 12, 13, 4, 9 | A, G |
3. Will be able to explains the marketing environment factors. | 10, 12, 13, 4, 9 | A, G |
3.1. Explain the actors of the micro marketing environment. | 10, 12, 13, 4, 9 | A, G |
3.2. Explain the actors of the macro marketing environment. | 10, 12, 13, 4, 9 | A, G |
3.3. Define types of reactions to environmental factors. | 10, 12, 13, 4, 9 | A, G |
4. Will be able to explain the marketing mix components. | 10, 12, 13, 16, 9 | A, G |
4.1. Explain product element. | 10, 12, 13, 16, 9 | A, G |
4.2. Explain price element. | 10, 12, 13, 16, 9 | A, G |
4.3. Explain place element. | 10, 12, 13, 16, 9 | A, G |
4.4. Explain promotion element. | 10, 12, 13, 16, 9 | A, G |
5. Will be able to explains the concept and components of marketing information system. | 10, 12, 13, 16, 9 | A, G |
5.1. Explains the concept of marketing information system. | 10, 12, 13, 16, 9 | A, G |
5.2. Explain customer insight concept. | 10, 12, 13, 16, 9 | A, G |
5.3. Explain marketing information system and types of data collection for marketing decision-making. | 10, 12, 13, 16, 9 | A, G |
Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, G: Quiz |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Course Introduction, Marketing Concept | |
2 | External Marketing Environment | |
3 | Marketing Research | |
4 | Consumer Markets and Consumer Behavior | |
5 | Business and International Markets | |
6 | Market Segmentation, Targeting and Positioning | |
7 | Product | |
8 | Price and Promotion as Elements of Marketing Mix | |
9 | Personal Sales and Sales Development | |
10 | Advertising and PR | |
11 | Internet Marketing and Direct Marketing | |
12 | Distribution | |
13 | Services Marketing | |
14 | International Marketing | |
Resources |
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong.
2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller,Alexander Chernev
3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | Defines the theoretical issues in the field of information and management. | X | | | | |
2 | Describes the necessary mathematical and statistical methods in the field of information and management. | | | | | |
3 | Uses at least one computer program in the field of information and management. | | | | | |
4 | Sustains proficiency in a foreign language requiredor information and management studies. | | X | | | |
5 | Prepares informatics/software projects and work in a team. | | | | | |
6 | Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management | X | | | | |
7 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills. | | X | | | |
8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | | | | | |
9 | Adopts organizational / institutional and social ethical values. | | | | | |
10 | Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary. | | | | | |
11 | Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | | X | | | |
12 | Writes software in different platforms such as desktop, mobile, web on its own and / or in a team. | | | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 40 |
Rate of Final Exam to Success | | 60 |
Total | | 100 |
ECTS / Workload Table |
Activities | Number of | Duration(Hour) | Total Workload(Hour) |
Course Hours | 14 | 3 | 42 |
Guided Problem Solving | 0 | 0 | 0 |
Resolution of Homework Problems and Submission as a Report | 7 | 2 | 14 |
Term Project | 0 | 0 | 0 |
Presentation of Project / Seminar | 7 | 2 | 14 |
Quiz | 1 | 10 | 10 |
Midterm Exam | 1 | 15 | 15 |
General Exam | 1 | 35 | 35 |
Performance Task, Maintenance Plan | 1 | 20 | 20 |
Total Workload(Hour) | 150 |
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30) | 5 |
ECTS of the course: 30 hours of work is counted as 1 ECTS credit. |
Detail Informations of the Course
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
PRINCIPLES of MARKETING | MIS3153260 | Fall Semester | 3+0 | 3 | 5 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | English |
Course Level | First Cycle (Bachelor's Degree) |
Course Type | Elective |
Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
Assistant(s) | |
Aim | The main objective of the course is to make students familiar with the basic marketing principles, marketing tools, concepts and the marketing environment. |
Course Content | This course contains; Course Introduction, Marketing Concept ,External Marketing Environment,Marketing Research,Consumer Markets and Consumer Behavior,Business and International Markets,Market Segmentation, Targeting and Positioning,Product ,Price and Promotion as Elements of Marketing Mix,Personal Sales and Sales Development,Advertising and PR,Internet Marketing and Direct Marketing,Distribution,Services Marketing,International Marketing. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1.3. Compare micro and macro markets. | 10, 12, 13, 4, 9 | A, G |
2.2. Evaluate organizational buying behavior. | 10, 12, 13, 4, 9 | A, G |
2.3. Plan Market Segmentation. | 10, 12, 13, 4, 9 | A, G |
1. Will be able to express the basic issues related to marketing. | 10, 12, 13, 16, 9 | A, G |
1.1. Explain the marketing concept. | 10, 12, 13, 4, 9 | A, G |
1.2. Classifies market types. | 10, 12, 13, 4, 9 | A, G |
2. Will be able to gains a general perspective to solve the problems that marketing managers may encounter. | 10, 12, 13, 4, 9 | A, G |
2.1. Evaluate consumer buying behavior. | 10, 12, 13, 4, 9 | A, G |
3. Will be able to explains the marketing environment factors. | 10, 12, 13, 4, 9 | A, G |
3.1. Explain the actors of the micro marketing environment. | 10, 12, 13, 4, 9 | A, G |
3.2. Explain the actors of the macro marketing environment. | 10, 12, 13, 4, 9 | A, G |
3.3. Define types of reactions to environmental factors. | 10, 12, 13, 4, 9 | A, G |
4. Will be able to explain the marketing mix components. | 10, 12, 13, 16, 9 | A, G |
4.1. Explain product element. | 10, 12, 13, 16, 9 | A, G |
4.2. Explain price element. | 10, 12, 13, 16, 9 | A, G |
4.3. Explain place element. | 10, 12, 13, 16, 9 | A, G |
4.4. Explain promotion element. | 10, 12, 13, 16, 9 | A, G |
5. Will be able to explains the concept and components of marketing information system. | 10, 12, 13, 16, 9 | A, G |
5.1. Explains the concept of marketing information system. | 10, 12, 13, 16, 9 | A, G |
5.2. Explain customer insight concept. | 10, 12, 13, 16, 9 | A, G |
5.3. Explain marketing information system and types of data collection for marketing decision-making. | 10, 12, 13, 16, 9 | A, G |
Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, G: Quiz |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Course Introduction, Marketing Concept | |
2 | External Marketing Environment | |
3 | Marketing Research | |
4 | Consumer Markets and Consumer Behavior | |
5 | Business and International Markets | |
6 | Market Segmentation, Targeting and Positioning | |
7 | Product | |
8 | Price and Promotion as Elements of Marketing Mix | |
9 | Personal Sales and Sales Development | |
10 | Advertising and PR | |
11 | Internet Marketing and Direct Marketing | |
12 | Distribution | |
13 | Services Marketing | |
14 | International Marketing | |
Resources |
1. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler & Gary Armstrong.
2. Marketing Management, 16th edition, Pearson, 2022, Philip Kotler, Kevin Lane Keller,Alexander Chernev
3. Marketing: An Introduction, 15th edition, Pearson, 2022, Gary Armstrong & Philip Kotler |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | Defines the theoretical issues in the field of information and management. | X | | | | |
2 | Describes the necessary mathematical and statistical methods in the field of information and management. | | | | | |
3 | Uses at least one computer program in the field of information and management. | | | | | |
4 | Sustains proficiency in a foreign language requiredor information and management studies. | | X | | | |
5 | Prepares informatics/software projects and work in a team. | | | | | |
6 | Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management | X | | | | |
7 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills. | | X | | | |
8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | | | | | |
9 | Adopts organizational / institutional and social ethical values. | | | | | |
10 | Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary. | | | | | |
11 | Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | | X | | | |
12 | Writes software in different platforms such as desktop, mobile, web on its own and / or in a team. | | | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 40 |
Rate of Final Exam to Success | | 60 |
Total | | 100 |
Numerical Data
Ekleme Tarihi: 09/10/2023 - 10:35Son Güncelleme Tarihi: 16/02/2024 - 14:36
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