COURSE UNIT TITLE

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION

Course Objective

This course aims to apply marketing functions, concepts and strategies within the business environment in order to be able to use their marketing knowledge. The objective of this course is to make students demonstrate an understanding of the application of marketing principles in a business environment to be able to comprehend marketing mix strategies.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

Kotler, Philip & Armstrong, Gary (2018), Principles of Marketing, Prentice Hall, Inc., New Jersey, 17th Edition

Planned Learning Activities and Teaching Methods

1. Lectures
2. Assignment
3. Group Work
4. Presentations

Assessment Methods

Further Notes About Assessment Methods

1. Midterm Exam
Students will be assessed on their knowledge of concepts and theories through a midterm exam containing essay and test-type questions.
2. Term Project
Groups will prepare an imaginary product and develop marketing strategies for the product. They will prepare a written report and make an oral presentation

Assessment Criteria

In this course, students are expected to prepare a project on an imaginary new product that is being launched by an imaginary organization. Students should explain the marketing practices and policies of this company related to the 4P s (product, price, place and promotion). The reports should be prepared by a group of 6 people. The subjects and group members of the term project should be given to the instructor on the 4th week of the course. The first part of the report consisting of your Company, Segmentation, Targeting, Positioning and Product should be submitted on 6th week of the course. The reports are to be Times New Roman font, 12 sized, 1,5 spaced. These reports will be presented on the dates that will be announced by the instructor.
The following scale will be used for the assessment of all criteria. The criteria are also presented below the scale with point values.
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. - Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. - Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. - Good (60%)
This particular element is developed in a good and professional way and fits into the context. - Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. - Excellent (100%)
CRITERIA USED FOR THE ASSESSMENTS OF ASSIGNMENTS:
Understanding the context: Appropriate understanding of the questions/topics determined by the instructor for assignment. (20 points)
Discussion abilities based on given questions/objectives: Discuss the given questions/topics in accordance with the concepts/theories discussed in-class. (20 points)
Academic writing skills: Correct APA format of citations in paper; correct APA format for bibliography, complete source information; format of the text: single spaced text, proper headings and margins, justified text and professional outlook. (10 points)
Presentation skills: Presentations will be evaluated according to the following criteria (50 points):
a. Having a good command of topic (30 points)
b. Presentation appearance and structure (10 points)
c. Being able to attract the attention of audience (10 points)

CRITERIA USED FOR THE ASSESSMENT OF WRITTEN TERM PROJECT:
OUTLINE OF THE TERM PROJECT
- COVER PAGE (Cover Page & Table of Contents 5 Points)
- Name of Your Product
- Group Members
- TABLE OF CONTENTS
- COMPANY INFORMATION (5 Points)
- SEGMENTATION, TARGETING, POSITIONING (15 Points)
- Segmentation Variables Related to Your Product
- Targeting Strategy
- Positioning Statement
- PRODUCT STRATEGY (15 Points)
- Product Quality
- Product Features
- Product Style and Design
- Branding
- Packaging
- Labeling
- Product Support Services
- PRICING (15 Points)
- New Product Pricing Strategy
- PLACE (10 Points)
- Number of Channel Levels
- Place Strategy
- PROMOTION (15 Points)
- Promotion Mix
- UNITED NATIONS SUSTAINABLE DEVELOPMENT GOALS (20 Points)
- REFERENCES (APA Format)

CRITERIA USED FOR THE ASSESSMENT OF PRESENTATION OF THE TERM PROJECT:
Students have to prepare a PowerPoint (or any other tool you choose) presentation for your term project. Time allowed for presentations is 20 minutes and each student should make a presentation. The instructor will pose questions to each of the group member related to the topic. Each member of the group should be present, the group member who does not attend the presentation will not be graded for presentation.

Language of Instruction

English

Course Policies and Rules

1. Students will attend 70% of the course.
2. Students are expected to participate actively in class discussions.
3. Students are expected to attend to classes on time.
4. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Assoc. Prof. Sumeyra Duman
Office: 131/B, e-mail: sumeyra.duman@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes