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 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;
  • define marketing and understand the core concepts of marketing
  • explain the macro and micro environment of marketing
  • discuss core underlying reasons behind the behaviors of consumers
  • 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 Introduction to the course
2 Basics of Marketing Course Book - Chapter 1,2
3 Marketing Environment - Micro and Macro Course Book - Chapter 3
4 Consumer Behavior Course Book - Chapter 5
5 Consumer Behavior (cont.) Course Book - Chapter 5
6 Segmentation, Targeting, Positioning Course Book - Chapter 7
7 Marketing in the Digital Age Course Book - Chapter 17
8 Case Study 1 and Review -
9 Midterm Exam 1 To be announced
10 Marketing Mix: Product Strategies Course Book - Chapter 8,9
11 Marketing Mix: Pricing Strategies Course Book - Chapter 10,11
12 Marketing Mix: Distribution Strategies Course Book - Chapter 12
13 Marketing Mix: Communication Strategies Course Book - Chapter 14
14 Case Study 2 and Review To be announced
15 Midterm Exam 2
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
3
30
Presentation / Jury
Project
-
-
Seminar / Workshop
Portfolios
Midterms / Oral Exams
2
50
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
8
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
3
10
Presentation / Jury
Project
-
-
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