| Course Name | Principles of Marketing |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| BA 201 | Spring | 3 | 0 | 3 | 6 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Required | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecturing / Presentation | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | This introduction to marketing course aims to inform students about the basic principles of marketing by introducing the key concepts of marketing, consumer behavior, target market selection, positioning and marketing mix strategies. |
| Learning Outcomes | The students who succeeded in this course;
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| Course Description | This course consists of detailed investigations of the topics of the basic concepts of marketing, marketing environment, consumer behavior, segmentation, targeting, positioning, product development, pricing, place and promotion strategies. P.S. All academic work undertaken at Izmir University of Economics is subject to the “Universities’ Academic Honesty Codes and Regulations”. For details, please see: http://isl.ieu.edu.tr/en/akademik-durustluk |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Core Concepts of Marketing | Course Book - Chapter 1 |
| 2 | Core Concepts of Marketing (contd.) | Course Book - Chapter 1,2 |
| 3 | Marketing Environment | Course Book - Chapter 3 |
| 4 | Consumer Behavior | Course Book - Chapter 5 |
| 5 | Consumer Behavior (contd.) | Course Book - Chapter 5 |
| 6 | Segmentation, Targeting, Positioning | Course Book - Chapter 7 |
| 7 | Segmentation, Targeting, Positioning (contd.) | Course Book - Chapter 7 |
| 8 | Marketing Mix: Product Strategies | Course Book - Chapter 8,9 |
| 9 | Marketing Mix: Product Strategies (contd.) | Course Book - Chapter 8,9 |
| 10 | Midterm Exam | |
| 11 | Case Study Application | |
| 12 | Marketing Mix: Pricing Strategies | Course Book - Chapter 10, 11 |
| 13 | Marketing Mix: Distribution Strategies | Course Book - Chapter 12, 13 |
| 14 | Marketing Mix: Promotion Strategies | Course Book - Chapter 14 |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Philip Kotler, Gary Armstrong (2017), Principles of Marketing, 17th ed., Pearson Education,, ISBN-10: 1292220287, ISBN-13: 978-1292220284 |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | - | - |
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 30 |
| Presentation / Jury | ||
| Project | - | - |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 30 |
| Final Exam | 1 | 40 |
| Total |
| Weighting of Semester Activities on the Final Grade | 2 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 14 | 3 | 42 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 18 | |
| Presentation / Jury | |||
| Project | - | - | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 30 | |
| Final Exams | 1 | 30 | |
| Total | 168 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to identify and analyze problems in the field of trade and finance, and to develop solutions. | |||||
| 2 | To be able to use the theoretical and practical knowledge gained in the field of International Trade and Finance. | |||||
| 3 | To be able to analyze the developments in global markets by using critical thinking skills. | |||||
| 4 | To be able to analyze and interpret data in the field of finance, commerce and economics by using information technologies effectively. | |||||
| 5 | To be able to acquire knowledge about the legal regulations and practices in the field. | |||||
| 6 | To be able to foresee and define the risks that could be encountered in the field of trade and finance and to take decisions to manage such risks. | |||||
| 7 | To be able to acquire and use verbal and numerical skills necessary for the nature of the International Trade and Finance program. | |||||
| 8 | To be able to obtain, synthesize and report the information related to the fields of trade and finance. | |||||
| 9 | To be able to contribute to the solution of problems as individual, team member or leader. | |||||
| 10 | To be able to evaluate the issues related to the field with an ethical perspective and social sensitivity. | |||||
| 11 | To be able to collect data in the areas of International Trade and Finance and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). | |||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. | |||||
| 13 | To be able to relate the knowledge accumulated throughout human history to their field of expertise. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
