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 | face to face | |||||
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;
|
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 | |
| Core Courses | |
Major Area Courses | X | |
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 solve problems with an analytical and holistic viewpoint in the field of business administration. | X | ||||
2 | To be able to present the findings and solutions to the business problems in written and oral formats. | X | ||||
3 | To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels. | |||||
4 | To be able to use innovative and creative approach for real-life business situations. | X | ||||
5 | To be able to demonstrate leadership skills in different business situations. | |||||
6 | To be able to interpret the reflections of new technologies and softwares to business dynamics. | |||||
7 | To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective. | |||||
8 | To be able to act in accordance with the scientific and ethical values in studies related to business administration. | |||||
9 | To be able to work efficiently and effectively as a team member. | |||||
10 | To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions. | |||||
11 | To be able to collect data in the area of business administration 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 the human history to their field of expertise. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest