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
ISL 2017 PRINCIPLES OF MARKETING COMPULSORY 3 0 0 6

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR PINAR ÖZKAN

Offered to

Business Administration
Business Administration (Evening)

Course Objective

To teach basic marketing concepts and modern marketing approaches.

Learning Outcomes of the Course Unit

1   To be able to describe basic marketing concepts and understandings
2   To be able to explain historical transformation of marketing science and factors that contribute to that transformation
3   To be able to explain the environmental factors affecting the marketing system and the system components
4   To be able to specify the differences and characteristics of consumer and organizational markets with outlines
5   To be able to learn elements of marketing mix and discuss applications

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The concept of marketing and identifying the concepts related with marketing, basic marketing process
2 Examination of the historical development of the concept of marketing
3 Macro and micro environmental factors that affect marketing decisions
4 Consumer and industrial buyer/user behaviors
5 Market segmentation
6 Market positioning
7 Product decisions in marketing
8 MIDTERM EXAMS
9 MIDTERM EXAMS
10 Brand, after-sales services, warranty
11 Price decisions in marketing
12 Distribution channels and physical distribution
13 Advertising, Public Relations, Personal selling, Sales Promotions
14 Big Data and Marketing
15 Artificial Intelligence in Marketing

Recomended or Required Reading

1- Tek, Ö. Baybars; Özgül, Engin (2005) Modern Pazarlama Ilkeleri: Uygulamalı
Yönetimsel Yaklaşım, Birleşik Matbaacılık Izmir.
2- Korkmaz Sezer vd. (2009) Pazarlama, Kavramlar, Ilkeler, Kararlar, Siyasal Kitabevi,Ankara.
3 -Mucuk, Ismet (2009) Pazarlama Ilkeleri, Türkmen Kitabevi, Istanbul.

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 STT TERM WORK (SEMESTER)
2 MTE MIDTERM EXAM
3 MTEG MIDTERM GRADE STT * 0.50 +MTE * 0.50
4 FIN FINAL EXAM
5 FCG FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60
6 RST RESIT
7 FCGR FINAL COURSE GRADE (RESIT) MTEG * 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

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)

Yrd. Doç. Dr. Pınar Özkan Özdemir
e-posta: pinar.ozkan@deu.edu.tr,
Prof. Dr. Esin Küheylan
e-posta: e.kuheylan@deu.edu.tr

Office Hours

Will be announced at the beginning of semester

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 25 25
Preparations before/after weekly lectures 1 20 20
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 151

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.11
LO.21
LO.31
LO.41
LO.51

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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