COURSE UNIT TITLE

: FUNDAMENTALS AND PRINCIPLES OF MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IPL 5045 FUNDAMENTALS AND PRINCIPLES OF MARKETING ELECTIVE 3 0 0 5

Offered By

Management Science

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Management Science
Quantitative Methods

Course Objective

To bring the information and the skills that is needful for businesses for the marketing strategies and planning and implementing efficient marketing mix facilities.

Learning Outcomes of the Course Unit

1   Knows well the notion related to marketing.
2   Designs marketing strategy and marketing mix tools.
3   Analyzes and evaluates the marketing strategies hold by business.
4   Evaluates the effiency of marketing facilities.
5   Gets experience related to management of marketing facilities in service firms.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction and Course Description
2 Marketing notion and definitions
3 Marketing Planning
4 Marketing Strategies
5 Applications of Marketing Strategies
6 Marketing Information System
7 Consumer Behaviour
8 Design of value pack - product
9 Design of value pack - distribution
10 Design of value pack - pricing
11 Design of value pack - communication 1
12 Design of value pack - communication 2
13 Brand Management and control of marketing facilities
14 Conclusion and Evaluation

Recomended or Required Reading

Ö.Baybars TEK ve Engin ÖZGÜL, (2009) Modern Pazarlama Ilkeleri, Birleşik Yayıncılık
Ömer Torlak, Remzi Altunışık (2009) Pazarlama Stratejileri Yönetsel Bir Yaklaşım

Planned Learning Activities and Teaching Methods

Issue telling, case study, ask and answer method, presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


Further Notes About Assessment Methods

None

Assessment Criteria

The information level related to basic notions of marketing, model and marketing management tools and strategic marketing facilities will scaled by exam and debates witihin
courses; the effiency consideration of firms and the experiences of marketing facilities will scaled by case studies and presentations related to this subject.

Language of Instruction

Turkish

Course Policies and Rules

1. It's important to attend courses.
2. It's an obligation to obey to scientific research and the ethic rules during the preparation of presentations.
3. The homeworks has to be turn over in time.
4. It's expected in presentations to be supported by firm applications.
5. The information and notices would be followed which are made on the web page of the course and DEBIS

Contact Details for the Lecturer(s)

Engin Özgül, PhD

Associate Professor of Marketing
Dokuz Eylül University
Faculty of Economics&Administrative Science
Dokuzcesmeler Campus
35160 Buca/Izmir/Türkiye
E-mail : engin.ozgul@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 15 15
Preparation for final exam 1 30 30
Preparing assignments 1 20 20
Preparing presentations 1 5 5
Preparations before/after weekly lectures 14 1 14
Midterm 1 3 3
Final 1 3 3
TOTAL WORKLOAD (hours) 132

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10
LO.1
LO.2
LO.3
LO.4
LO.5

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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