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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS UBY 1008 PRINCIPLES OF MARKETING COMPULSORY 3 0 0 4

Offered By

School of Applied Sciences

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ÖZGE ADAN GÖK

Offered to

Tourism and Hotel Management Tourism Management

Course Objective

It is aimed to enable students to get infomation on main marketing concepts, marketing mix and modern marketing principles.

Learning Outcomes of the Course Unit

1   To identify marketing concepts 2   To be able to understand consumer behaviour and preferences 3   To compehend and be able to comment on marketing mix 4   To be able to differentiate marketing strategies of businesses 5   To understand marketing management and strategy development

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Definition and features of marketing 2 Historical development of marketing 3 Marketing mix 4 Strategic marketing management and SWOT Analysis 5 Product mix, concept of new product and new product strategies in marketing 6 Branding, labelling and packaging 7 Pricing and factors affecting pricing 8 Mid-term exam 9 Pricing process, pricing policies and pricing methods 10 Placement decisions, wholesaling and retailing 11 Main placement channels and their management 12 Decisions and strategies of promotion 13 Advertising, public relations 14 Personal sales, sales promotion 15 Final Exam 16 Final Exam

Recomended or Required Reading

Cemal Yükselen, Pazarlama-Ilkeler, Yönetim, Örnek Olaylar, Detay Yayıncılık, Ankara, 2001.

Planned Learning Activities and Teaching Methods

Lectures and presentation of student assignments

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

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 3 36 Preparing assignments 1 6 6 Preparing presentations 1 7 7 Preparations before/after weekly lectures 12 4 48 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 99

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 PO.12 PO.13 PO.14 PO.15 PO.16 LO.1 LO.2 LO.3 LO.4 LO.5