COURSE UNIT TITLE

: PRINCIPLES OF MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
UAT 2023 PRINCIPLES OF MARKETING COMPULSORY 3 0 0 4

Offered By

International Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR MUSTAFA ÜNÜVAR

Offered to

International Trade

Course Objective

To be able to understand, explain and discuss basic concepts, theories and technics of marketing.

Learning Outcomes of the Course Unit

1   To be able to explain importance and functions of marketing in businesses
2   To be able to explain and use marketing mix (product, price, distiribution and promotion)
3   To be able to analyse and evaluate micro and macro environment of marketing
4   To be able to explain consumer and industrial markets
5   To be able to gather and analyse data required for marketing research

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Marketing (definition of marketing, scope of marketing, eras in marketing, new trends in marketing)
2 Marketing Environment, Stratejik Planning and Marketing Planning-1 (mikro and macro environment in marketing, domestic factors that affect marketing, stratejik business planning, stratejik marketing planning)
3 Marketing Environment, Stratejik Planning and Marketing Planning-2 (mikro and macro environment in marketing, domestic factors that affect marketing, stratejik business planning, stratejik marketing planning)
4 Marketing Research and Information Systems (marketing research process, basics methots in data gathering for marketing research, new technologies in marketing researches)
5 Consumer Markets and Consumer Behavior-1 (demografic and economic charecteristics of consumer markets; social, psyhological and individuals factors that affect consumer markets, purchasing decision process of consumers, family as a unit in purchasing decision)
6 Consumer Markets and Consumer Behavior-2 (demografic and economic charecteristics of consumer markets; social, psyhological and individuals factors that affect consumer markets, purchasing decision process of consumers, family as a unit in purchasing decision)
7 Mid-term Exam - Consumer Markets and Consumer Behavior-2 (demografic and economic charecteristics of consumer markets; social, psyhological and individuals factors that affect consumer markets, purchasing decision process of consumers, family as a unit in purchasing decision)
8 Mid-term Exam - Industrial Markets-1 (the importance and of industrial markets, structures and charecteristics of industrial markets, behavior of industrial buyer)
9 Industrial Markets-1 (the importance and of industrial markets, structures and charecteristics of industrial markets, behavior of industrial buyer)
10 Industrial Markets-1 (the importance and of industrial markets, structures and charecteristics of industrial markets, behavior of industrial buyer)
11 Market Segmentation, Tergeting, Positioning and Sales Forecasts-1 (logic of market segmentation, andvantages and disadvantages of market segmentation, basic criters in market segmentation, selecting target market, positioning strategies and developing marketing mix, sales forecasting methots)
12 Market Segmentation, Tergeting, Positioning and Sales Forecasts-2 (logic of market segmentation, andvantages and disadvantages of market segmentation, basic criters in market segmentation, selecting target market, positioning strategies and developing marketing mix, sales forecasting methots)
13 Product-1 (product concept and product levels, classification of products and marketing requirements, changes in product mix, product planning, new product planning, reasons of failure in new products, new product development process)
14 Product-2 (product life cycles and marketing strategies; trade mark, package, servis and quality strategies; product diversification and market segmentation strategies; role of fashion in marketing)
15 Final Exam
16 Final Exam

Recomended or Required Reading

Ismet Mucuk, Pazarlama Ilkeleri, Türkmen Kitabevi, Istanbul, 2016.
Philip T. Kotler, Gary Armstrong, (Çev. Editörü A. Ercan Gegez), Pazarlama Ilkeleri, Beta, Istanbul, 2018.
Ömer Baybars Tek, Engin Özgül, Modern Pazarlama Ilkeleri: Uygulamalı Yönetimsel Yaklaşım, Birleşik Matbaacılık, Izmir, 2005.
Philip T. Kotler, Gary Armstrong, Principles of Marketing, Pearson, 2017.

Planned Learning Activities and Teaching Methods

Lecture by instructor, class discussion conducted by instructor, problem solving or case studies, question and answer teaching method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FIN FINAL EXAM
3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST * 0.60


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

Skill in analysis, synthesis and critical thinking; skill in problem solving; skill in application via midterm, final and resit exams

Language of Instruction

Turkish

Course Policies and Rules

The Regulation of Dokuz Eylul University on Education and Examination in Associate's and Bachelor's Degrees
The Code of Practices of School of Applied Sciences on Education and Examination

Contact Details for the Lecturer(s)

mustafa.unuvar@deu.edu.tr

Office Hours

Lecture day, between the hours of 12:30-13:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 12 3 36
Preparation for midterm exam 1 12 12
Preparation for final exam 1 12 12
Preparing assignments 0 0 0
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 100

Contribution of Learning Outcomes to Programme Outcomes

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CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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