COURSE INTRODUCTION AND APPLICATION INFORMATION


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Course Name
Principles of Marketing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 201
Fall/Spring
3
0
3
6
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Course Coordinator
Course Lecturer(s)
Assistant(s)
Course Objectives This course is an introduction to marketing. The course aims to inform students about the basic principles of marketing by introducing the concepts of marketing, consumer behavior, target market selection and marketing mix.
Learning Outcomes The students who succeeded in this course;
  • define marketing and understand the core concepts of marketing
  • explain the macro and micro environment of marketing
  • discuss consumer behavior
  • define the methods of market segmentation and explain the strategies of market targeting and positioning
  • explain the marketing mix: product concept, marketing channels strategies, pricing strategies and integrated marketing communication strategies
Course Content 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. 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

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Basics of Marketing Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
2 Marketing Environment - Micro & Macro Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
3 Consumer Behavior Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
4 Consumer Behavior (cont.) Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
5 Segmentation, Targeting, Positioning Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
6 Case Study 1 and Review
7 Midterm Exam 1 To be announced
8 Marketing Mix: Product Strategies Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
9 Marketing Mix: Pricing Strategies Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
10 Marketing Mix: Distribution Strategies Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
11 Marketing Mix: Communication Strategies Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
12 Case Study 2 and Midterm Exam 2
13 Project Presentations
14 Project Presentations
15 Review of the class
16 Review of the class
Course Textbooks Course Book: Philip Kotler, Gary Armstrong (2014), Principles of Marketing 15th ed. Prentice Hall
References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
-
Laboratory / Application
2
20
Field Work
Quizzes / Studio Critiques
-
-
Homework / Assignments
-
-
Presentation / Jury
Project
1
30
Seminar / Workshop
Portfolios
Midterms / Oral Exams
2
50
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
6
100
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

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
16
3
Field Work
Quizzes / Studio Critiques
-
-
Homework / Assignments
-
Presentation / Jury
Project
1
30
Seminar / Workshop
Portfolios
Midterms / Oral Exams
2
12
Final / Oral Exam
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest