| Course Name | Marketing |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| BA 515 | Fall/Spring | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Service Course | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | This lecture is an introduction to marketing. The lecture aims to inform students about the basic principles of marketing by introducing the concepts of marketing plans, consumer behavior, target market selection, marketing mix. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This lecture consists of the subtitles of the evolution of Marketing, Marketing environment, consumer behavior, target market definition, segmentation, positioning and marketing mix 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 |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the course and Introduction to marketing; basic concepts | Syllabus Review Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 1 |
| 2 | The Changing Marketing Landscape: Major Trends Marketing Plan and Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 2 |
| 3 | Understanding the Marketing Environment | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 3 |
| 4 | Marketing Research | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 4 |
| 5 | Understanding Consumers | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 5 |
| 6 | Developing Segmentation, Targeting and Positioning Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 7 |
| 7 | MIDTERM 1 | |
| 8 | Designing a Customer-Driven Marketing Mix Strategy: Product Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 8-9 |
| 9 | Designing a Customer-Driven Marketing Mix Strategy:Pricing Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 10-11 |
| 10 | Designing a Customer-Driven Marketing Mix Strategy: Distribution Channel Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 12-13 |
| 11 | Designing a Customer-Driven Marketing Mix Srategy: Communication Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 14 |
| 12 | Project Presentations | |
| 13 | Project Presentations | |
| 14 | MIDTERM 2 | |
| 15 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | BA 515: Kotler and Armstrong, Principles of Marketing 17 th ed., Pearson. ISBN 10: 1-292-22017- 8 ISBN13: 978-1-292-22017- 8 |
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project | 1 | 30 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 2 | 60 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| 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 | 4 | 56 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | |||
| Project | 1 | 40 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 2 | 40 | |
| Final Exams | |||
| Total | 224 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
