| Course Name | Principles of Marketing |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MPAZ 101 | Fall/Spring | 3 | 0 | 3 | 4 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Service Course | |||||
| Course Level | Short Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Basics, methods and strategies of marketing will be taught in order to give industy-specific insights. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course consists of the definition of marketing, basic concepts on marketing, new trends in marketing, marketing environment, market segmentation and marketing mix strategies, sales management and personal sales. |
| 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 | Introduction to the course | |
| 2 | History of marketing in theory and practice | Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., et al. (2010). Marketing: A Critical Textbook. London: SAGE. Shaw, E. H. (2009). Reflections on the history of marketing thought. Journal of Historical Research in Marketing, 1(2), 330–345. |
| 3 | Consumption as everyday act | Featherstone, M. (2007). Consumer Culture and Postmodernism. London: SAGE. Paterson, M. (2009). Consumption and Everyday Life. London: SAGE. |
| 4 | Consumer behavior | Kotler, P., and Armstrong, G. (2018). Consumer markets and buyer behavior. In Principles of Marketing (156–185). New Jersey: Pearson Education. |
| 5 | Foundations of marketing and marketing environment | Kotler, P., and Armstrong, G. (2018). Marketing: Creating customer value and engagement. In Principles of Marketing (26–54). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Company and marketing strategy: Partnering to build customer engagement, value and relationship. In Principles of Marketing (74–83). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Analyzing the marketing environment. In Principles of Marketing (90–116). New Jersey: Pearson Education. |
| 6 | Segmentation, targeting and positioning strategies | Lamb, C. W., Hair, J. F., and McDaniel, C. (2017). Segmentation and targeting markets. In MKTG11: Principles of Marketing (136–151). 4LTR Press Online. |
| 7 | Midterm exam | |
| 8 | Marketing mix: Product | Kotler, P., and Armstrong, G. (2018). Products, services, and brands: Building customer value. In Principles of Marketing (242–277). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Developing new products and managing the product life cycle. In Principles of Marketing (278–305). New Jersey: Pearson Education. |
| 9 | Marketing mix: Price | Kotler, P., and Armstrong, G. (2018). Pricing: Understanding and capturing customer value. In Principles of Marketing (306–329). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Pricing strategies: Additional considerations. In Principles of Marketing (330–355). New Jersey: Pearson Education. |
| 10 | Marketing mix: Place | Kotler, P., and Armstrong, G. (2018). Marketing channels: Delivering customer value. In Principles of Marketing (356–389). New Jersey: Pearson Education. |
| 11 | Marketing mix: Promotion | Kotler, P., and Armstrong, G. (2018). Engaging consumers and communicating customer value: Integrated marketing communication strategy. In Principles of Marketing (422–449). New Jersey: Pearson Education. |
| 12 | Marketing and market research | Kotler, P., and Armstrong, G. (2018). Managing marketing information to gain customer insights. In Principles of Marketing (122–155). New Jersey: Pearson Education. |
| 13 | Neuromarketing | Erdemir, K. O. ve Yavuz, Ö. (2016). "Nöro Pazarlama"ya Giriş. İstanbul: Bilnet. |
| 14 | Brand management | Eser, Z., Korkmaz, S., & Öztürk, S. A. (2009). Pazarlama: Kavramlar, İlkeler, Kararlar. Ankara: Siyasal Kitabevi. |
| 15 | Review of the semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Eser, Z., Korkmaz, S., & Öztürk, S. A. (2009). Pazarlama: Kavramlar, İlkeler, Kararlar. Ankara: Siyasal Kitabevi. |
| Suggested Readings/Materials | Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., et al. (2010). Marketing: A Critical Textbook. London: SAGE. Erdemir, K. O. ve Yavuz, Ö. (2016). "Nöro Pazarlama"ya Giriş. İstanbul: Bilnet. Featherstone, M. (2007). Consumer Culture and Postmodernism. London: SAGE. Kotler, P. (2015). A’dan Z’ye Pazarlama. İstanbul: MediaCat Yayınları. Kotler, P., & Armstrong, G. (2005). Principles of Marketing. New Jersey: Prentice Hall. Lamb, C. W., Hair, J. F., and McDaniel, C. (2017). MKTG11: Principles of Marketing. 4LTR Press Online. Paterson, M. (2009). Consumption and Everyday Life. London: SAGE. Shaw, E. H. (2009). Reflections on the history of marketing thought. Journal of Historical Research in Marketing, 1(2), 330–345. |
| 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 | 3 | 65 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 35 |
| 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 | 16 | 2 | 32 |
| Field Work | |||
| Quizzes / Studio Critiques | 4 | ||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | 20 | ||
| Project | |||
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 10 | |
| Final Exams | 1 | 10 | |
| Total | 100 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
