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
MRK 2001 PRINCIPLES OF MARKETING COMPULSORY 3 0 0 5

Offered By

BUSINESS ADMINISTRATION (English)

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ILAYDA IPEK

Offered to

BUSINESS ADMINISTRATION (English)

Course Objective

This course aims to provide students a general understanding of the societal and economic roles of marketing, its functions, concepts and strategies within the business enterprise. The objective of this course is to make students understand the role of marketing managers, how they plan, implement and control their plans; what type of decisions they make and how they manage the marketing mix. Since the marketing mix is the only tool that marketing managers have direct control on, the instructor will discuss the details about strategies in 4P's.

Learning Outcomes of the Course Unit

1   Demonstrate an understanding of basic concepts and strategies of marketing in business enterprises.
2   Demonstrate an understanding of marketing ethics in order to respect buyers rights and the environment.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Chapter 1: Marketing: Creating Customer Value and Engagement
2 Chapter 1: Marketing: Creating Customer Value and Engagement
3 Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
4 Chapter 3: Analyzing the Marketing Environment
5 Chapter 3: Analyzing the Marketing Environment
6 Chapter 4: Managing Marketing Information to Gain Customer Insights
7 Chapter 5: Consumer Markets and Consumer Buyer Behavior
8 Chapter 5: Consumer Markets and Consumer Buyer Behavior
9 Chapter 6: Business Markets and Business Buyer Behavior
10 Chapter 7: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
11 Chapter 7: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
12 Chapter 8: Product, Services, and Brands: Building Customer Value
13 Chapter 8: Products, Services, and Brands: Building Customer Value
14 Chapter 9: Developing New Products and Managing the Product Life Cycle

Recomended or Required Reading

Kotler, Philip & Armstrong, Gary (2024), Principles of Marketing, Prentice Hall, Inc., New Jersey, 19th Edition.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Class discussions

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 FN Final
3 FCG FINAL COURSE GRADE MT * 0.40 + FN * 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MT * 0.40 + RST * 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

1. Midterm Exam
Students will be assessed on their knowledge of concepts and theories.
2. Final Exam
Students will be assessed on their knowledge of concepts and theories.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.

Contact Details for the Lecturer(s)

e-mail: ilayda.gungor@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 final exam 1 25 25
Preparations before/after weekly lectures 14 3 42
Preparation for midterm exam 1 25 25
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 136

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.154
LO.23

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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