COURSE UNIT TITLE

: PRINCIPLES OF MARKETING II

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
UAT 2022 PRINCIPLES OF MARKETING II 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 research
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 Pricing-1 (targets in pricing, factors that affect pricing, methots for pricing, determining price and adapting the market, new product pricing strategies, product line pricing, reactions of buyers to price changes)
2 Pricing-2 (targets in pricing, factors that affect pricing, methots for pricing, determining price and adapting the market, new product pricing strategies, product line pricing, reactions of buyers to price changes)
3 Promotion (the importance and effects of promotion, promotion mix, promotion methots and characteristics, determining promotion budget, promotion mix strategies)
4 Personal Sales and Sales Promotion (sales tasks ve salesperson types, levels in sales process, sales promotion)
5 Advertising and Public Relations (functions and types of advertising, advertising expentiture, advertising tools, effectiveness of advertising, for and against views to advertising, legal views to adverstising, public relations, functions of public relations, types and benefits of public relations)
6 Direct Marketing and E-Marketing (types of direct marketing, e-marketing types and Strategies)
7 Midterm Exam - Direct Marketing and E-Marketing (types of direct marketing, e-marketing types and Strategies)
8 Midterm Exam - Distribution-1 (distribution channels, direct distribution, indirect distiribution, reasons of using intermediaries in distributing, types of intermediaries in distributing, basics alternatives in distributions, basic distribution policies, cooperations and confilicts in distribution)
9 Distribution-1 (distribution channels, direct distribution, indirect distiribution, reasons of using intermediaries in distributing, types of intermediaries in distributing, basics alternatives in distributions, basic distribution policies, cooperations and confilicts in distribution)
10 Distribution-2 (distribution channels, direct distribution, indirect distiribution, reasons of using intermediaries in distributing, types of intermediaries in distributing, basics alternatives in distributions, basic distribution policies, cooperations and confilicts in distribution)
11 Service Marketing (definition of services, types of services, marketing strategies for service businesses)
12 International Marketing (international marketing management, methots to enter international markets, marketing mix in international marketing)
13 Organization, Execution and Supervising in Marketing Management
14 Case discussions
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 and final 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
Preparing assignments 0 0 0
Preparation for final exam 1 12 12
Preparation for midterm exam 1 12 12
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 100

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15PO.16
LO.15555555515555555
LO.25555555515555555
LO.35555555515555555
LO.45555555515555555
LO.55555555515555555

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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