COURSE UNIT TITLE

: PRINCIPLES OF MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
UAT 2023 PRINCIPLES OF MARKETING COMPULSORY 3 0 0 4

Offered By

International Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASISTANT PROFESSOR MUSTAFA ÜNÜVAR

Offered to

International Trade

Course Objective

The aims of this course are to provide students ability to analyze the marketing function s processes through utilizing the development of marketing concept, modern marketing management principles, marketing environment, market segmentation, positioning and product development concepts.

Learning Outcomes of the Course Unit

1   To define marketing management and marketing mix
2   To explain the importance of marketing within global economy and its place among global competition
3   To distinguish between marketing, communication and sales concepts
4   To develop tools for customer satisfaction through the analysis of consumer needs and wants
5   To define industrial market characteristics and distinguish between consumer and industrial markets

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Marketing Concept and Basic Principles, Its Evolution, Modern Marketing Management
2 Customer Satisfaction, Value Creation and Customer Loyalty
3 Market Oriented Strategic Planning
4 Information Gathering and Marketing Research, Demand Management
5 Analysis of Marketing Environment
6 Consumer Markets and Consumer Behavior
7 Midterm Exam
8 Midterm Exam
9 Industrial Markets and Organizational Buyer Behavior
10 Competitive Analysis and Competitive Strategies
11 Market Segmentation and Target Marketing
12 Market Positioning and Product Life Cycle
13 New Product Development
14 Global Product and Service Offerings
15 Final Exam
16 Final Exam

Recomended or Required Reading

Mucuk, I. (2008) Pazarlama Ilkeleri, Istanbul: Türkmen Kitabevi
Tek, Ö.B. & Özgül, E. (2007) Modern Pazarlama Ilkeleri, Izmir: DEÜ Yayınevi.
Kotler, P. (2009) Marketing Management, New Jersey: Prentice Hall.
Lovelock, C. & Wirtz, J. (2011) Services Marketing: People, Technology, Strategy, USA: Pearson.

Planned Learning Activities and Teaching Methods

Lecture by instructor, class discussion conducted by instructor, problem solving or case studies, question and answer teaching method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FIN FINAL EXAM
3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST * 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

Skill in analysis, synthesis and critical thinking; skill in problem solving; skill in application via midterm, final and resit exams

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 12 3 36
Preparation for midterm exam 1 12 12
Preparation for final exam 1 12 12
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 100

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.1555
LO.2555
LO.3555
LO.4555
LO.5555

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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