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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 7043 MARKETING PRINCIPLES COMPULSORY 3 0 0 6

Offered By

Marketing Management (Non-Thesis-Evening)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Marketing Management (Non-Thesis-Evening)

Course Objective

To teach basic marketing concepts and modern marketing approaches.

Learning Outcomes of the Course Unit

1   To be able to apply the needed strategic marketing management in the field of marketing 2   To be able to gain abilities that can create the right marketing mix composition 3   To be able to understand consumer behavior at the global level 4   To be able to create a global marketing planning 5   To be able to to identify and distinguish Integrated marketing communication efforts

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction and Course Description 2 The concept of marketing and identifying the concepts related with marketing, basic marketing process 3 Examination of the historical development of the concept of marketing 4 Macro and micro environmental factors that affect marketing decisions 5 Consumer markets 6 Industrial Markets 7 Market positioning and segmentation 8 Product decisions in marketing 9 Brand, after-sales services, warranty 10 Price decisions in marketing 11 Distribution channels and physical distribution 12 Advertising and Public Relations 13 Personal selling and sales promotion 14 Conclusion and Evaluation

Recomended or Required Reading

Semra Aytuğ, Nihan Özgüven Tayfun, Pazarlama Yönetimi Ismet Mucuk, Pazarlama Ilkeleri Mehmet Karafakioğlu, Pazarlama Ilkeleri

Planned Learning Activities and Teaching Methods

The course will be proccessed heavily with interactive method and discussion method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

All of the learning outcomes are being measured at the interactive discussion process in the courses

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

nihan.ozguven@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 3 42 Preparation for midterm exam 1 20 20 Preparation for final exam 1 30 30 Final 1 1,5 2 Midterm 1 1,5 2 TOTAL WORKLOAD (hours) 138

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 LO.1 1 1 LO.2 1 1 LO.3 1 1 LO.4 1 1 LO.5 1 1