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
PAZ 4109 PRINCIPLES OF MARKETING COMPULSORY 4 0 0 5

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

Course Objective

To teach the fundemantals of marketing science and marketing infrastructure aimed to give a theoretical sence.

Learning Outcomes of the Course Unit

1   Being able to define the concept of marketing
2   Being able to examine the understanding of marketing
3   Being able to analyze the marketing environment
4   Market segmentation and to sort target market selection stages
5   Being able to generate ideas that will help you product decisions- making
6   Being able to compare pricing strategies
7   Being able to describe type distribution strategies
8   Being able to present information to the target audience

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Marketing definition and marketing-related concepts
2 Consumer buying decision process
3 Market segmentation, target market and marketing mix
4 Marketing environment
5 Product concept, product classification and branding, packing, labeling, warranty
6 Product life cycle and new product develeopment process
7 Mid-term Exam
8 Mid-term Exam
9 Price and pricing methods
10 Pricing policies
11 Distribution channel, channel members and functions, distribution types, integration strategies
12 Wholesaling, retailing and physical distribution
13 Communication process and advertising
14 Sales management, personal selling, promotions and public relations

Recomended or Required Reading

Remzi ALTUNIŞIK, Şuayip ÖZDEMIR, Ömer TORLAK, Pazarlama Ilkeleri ve Yönetimi, Beta Yayınları, Istanbul, 2017.
Supplementary Book(s):
Cemal Yükselen, Pazarlama, Detay Yayıncılık, Ankara, 2008.
Ismet Mucuk, Pazarlama Ilkeleri, Gözden Geçirilmiş 18. Basım, Türkmen Kitabevi, Istanbul, 2010.
Mehmet Karafakıoğlu, Pazarlama Ilkeleri, Literatür Yayınları, Istanbul, 2006.
References:
Materials: Other marketing books and magazines

Planned Learning Activities and Teaching Methods

1. Lectures
2. Discussion questions
3. Weekly assignments

Assessment Methods

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


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

Further Notes About Assessment Methods

None

Assessment Criteria

The eight learning outcomes will be assessed by midterm and final exams, and competence level of the students in terms of the planned outcomes will also be tested with weekly assignments/presentation.

Language of Instruction

Turkish

Course Policies and Rules

70% attendance to the course is compulsory

Contact Details for the Lecturer(s)

E-mail: berrin.yuksel@deu.edu.tr
Gsm: 0.232.3012550

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 4 48
Preparations before/after weekly lectures 12 3 36
Preparation for midterm exam 1 16 16
Preparation for final exam 1 20 20
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 122

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.211
LO.3111
LO.41
LO.511
LO.611
LO.711
LO.811

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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