TÜRKÇE
ENGLISH
Information
| Code | BAC220 |
| Name | Principles of Marketing |
| Term | 2023-2024 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
| Course Instructor |
Prof. Dr. MURAT İSMET HASEKİ
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to explain analytical terms and recent techniques through understanding strategy role of marketing with managers who can define and analyze problems in marketing.
Course Content
The main content of thecourse is to upgrade knowledge and comprehension level of student about basic principles and terminology of marketing and enable required practice in business life.
Course Precondition
No prerequisite
Resources
Marketing Principles, Beta Publishing, İstanbul, August 2018, Translation: A. Ercan Gegez.
Notes
Marketing Principles, Turkmen Bookstore, İstanbul, January 2006, 21.Edition.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the basic concepts and principles related to marketing principles. |
| LO02 | Explains the marketing mix, its tools and marketing mix strategies that managers can apply in the field of marketing. |
| LO03 | Defines product (brand), price (pricing methods), distribution (supply chain management) and Promotion mix elements. |
| LO04 | Explain the types of markets (consumer, industrial and international markets). |
| LO05 | Indicates the importance of marketing information system and marketing research for businesses. |
| LO06 | Defines macro-micro environmental factors in the field of marketing and explains macro-micro factors on marketing decisions. |
| LO07 | It indicates the importance of market segmentation, targeting and positioning concepts for products and services. |
| LO08 | Explains strategic marketing planning and the difference between strategic marketing planning and marketing plan and program. |
| LO09 | Specifies how the new product development process and product lifecycle affect the strategic plan. |
| LO10 | In the field of service marketing (customer value and customer satisfaction, etc.), it explains the events and changes (digitalization, e-commerce, personalization, etc.). |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explain all the basic functions of the business conceptually. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Define the basic information about the law discipline related to the field of business administration. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Determine appropriate methods to solve business problems. | 4 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Research in the field of business and reports the results of the research for use in managerial decision-making processes. | 3 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Effectively work as a team and takes the necessary responsibility within the team. | 4 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Use basic numerical and statistical analysis programs of business management. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses. | 5 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use/report/interpret Business Information Systems and sub-modules required by business management. | 3 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. | 3 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 5 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Giving general information about the purpose of the marketing principles course and basic information about the course, resources to be used, reading list, student obligations. | Lecture, Question and Answer. | Öğretim Yöntemleri: Beyin Fırtınası, Anlatım |
| 2 | Introduction to marketing, definition of marketing concept, explanation of basic concepts, historical development of marketing understanding (approaches). | Lecture. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Market concept, market types, marketing environment. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Relationships between market and environment. Analysis of macro and micro environmental factors. | Lecture. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 5 | Consumer behavior. Consumer decision making process. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Tartışma, Beyin Fırtınası |
| 6 | Internal (psychological) and external (socio-cultural) factors affecting consumer behavior. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 7 | Business and Organizational Customers and Their Buying Behavior. | Question and Answer. | Öğretim Yöntemleri: Anlatım |
| 8 | Mid-Term Exam | Ölçme Yöntemleri: Yazılı Sınav |
|
| 9 | Importance of marketing information system for businesses. Marketing research and the marketing research process. | Lecture. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 10 | Segmentation, Targeting, Positioning and Target Market Selection. | Lecture, Question and Answer. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Product: New product development and product management, Product concept, product types and product strategies in marketing. | Argument. | Öğretim Yöntemleri: Anlatım |
| 12 | Pricing: the importance of price decisions. Factors affecting pricing. Pricing purposes. Pricing policies and pricing methods. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Alıştırma ve Uygulama |
| 13 | Distribution: Distribution decisions. Main distribution channels. Management of distribution channels. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım |
| 14 | Wholesale, Retail, Supply Chain and Logistics. | Lecture, Question and Answer. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Promotion: Promotion decisions and strategies. Advertising and public relations, personal selling and sales promotion. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım |
| 16 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
|
| 17 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||