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
MRK 2001 PRINCIPLES OF MARKETING COMPULSORY 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR AYŞE GÜL BAYRAKTAROĞLU

Offered to

BUSINESS ADMINISTRATION

Course Objective

This course aims to provide students a general understanding of the societal and economic roles of marketing, its functions, concepts and strategies within the business enterprise. The objective of this course is to make students understand the role of marketing managers, how they plan, implement and control their plans; what type of decisions they make and how they manage the marketing mix. Since the marketing mix is the only tool that marketing managers have direct control on, the instructor will discuss the details about strategies in 4P's.

Learning Outcomes of the Course Unit

1   Demonstrate an understanding of basic concepts and strategies of marketing in business enterprises.
2   Demonstrate an understanding of marketing ethics in order to respect buyers rights and the environment.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 INTRODUCTION
2 Chapter 1: Marketing: Creating and Capturing Customer Value
3 Chapter 3: Analyzing the Marketing Environment
4 Chapter 5: Consumer Markets and Consumer Buyer Behavior
5 Quiz 1: Chapters 1 & 3 & 5 Assignment 1: In-class discussion: Study on consumer behavior / Analyzing the environment of a firm
6 Chapter 6: Business Markets and Business Buyer Behavior
7 Chapter 7: Customer Driven Marketing Strategy: Creating Value for Target Customers
8 Chapter 7: Customer Driven Marketing Strategy: Creating Value for Target Customers
9 Quiz 2: Chapters 6 & 7 Assignment 2: Case study on segmentation and positioning
10 Chapter 8: Product, Services, and Brands: Building Customer Value
11 Chapter 9: New-Product Development and Product Life-Cycle Strategies
12 Quiz 3: Chapters 8 & 9 Assignment 3: Assignment on product, services, and brands

Recomended or Required Reading

Kotler, Philip & Armstrong, Gary (2016), Principles of Marketing, Prentice Hall, Inc., New Jersey, 16th Edition.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Quizzes
3. Assignments
4. Midterm and Final exams

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 TP TermProject
3 FN Final
4 FCG FINAL COURSE GRADE MT * 0.30 +TP * 0.30 + FN * 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MT * 0.30 +TP * 0.30 + RST * 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

1. Midterm Exam 30%
Students will be assessed on their knowledge of concepts and theories through two midterm exams containing essay and test-type questions.
2. Quizzes (3 X 5 points)
Students will be assessed on their knowledge of concepts and theories through test-type quizzes done throughout the semester
3. Assignments (3 X 5 points)
4. Final Exam 40%
Students will be assessed on their knowledge of concepts and theories through essay and test-type questions.

Assessment Criteria

No excuses for the quizzes will be accepted. There will be no make-up quiz.
Students must attend class discussions in order to gain points from assignments.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.

Contact Details for the Lecturer(s)

Prof. Dr. Gül Bayraktaroglu
e-mail: gul.bayraktar@deu.edu.tr

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 15 15
Preparation for final exam 1 30 30
Preparation for quiz etc. 3 4 12
Preparing assignments 3 1 3
Midterm 1 1 1
Final 1 1 1
Quiz etc. 3 1 3
TOTAL WORKLOAD (hours) 137

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.154
LO.23

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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