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 4111 PRINCIPLES OF MARKETING COMPULSORY 4 0 0 6

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

Marketing
Marketing

Course Objective

To teach the scientific basis of marketing and to provide a theoretical marketing infrastructure.

Learning Outcomes of the Course Unit

1   To provide a general perspective on the marketing concept, understanding and system
2   Ability to analyze macro and micro factors that form the marketing environment
3   Ability to examine the product from a marketing perspective
4   Ability to evaluate price and pricing decisions within the framework of the marketing mix
5   To understand the role and functions of distribution in the marketing process.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Marketing definition, marketing related concepts and marketing mix
2 Changes in marketing concepts
3 Marketing system-Producer, Consumer, Intermediary and universal marketing functions and benefits created
4 Market concept and market types
5 Industrial market, industrial consumer, industrial product
6 Ultimate consumer and industrial consumer purchasing decision process
7 Marketing environment-Micro and macro environmental factors
8 Mid-term Exam
9 Product concept, product levels, classification, product life cycle
10 Product and brand management
11 Innovation and new product development process
12 Distribution channel, channel members and their functions, distribution types and integration strategies,
13 Wholesaling and retailing
14 Price and pricing process
15 Basic pricing approaches

Recomended or Required Reading

Text book:
Remzi Altunışık, Şuayip Özdemir, Ömer Torlak, 2017, Pazarlama Ilkeleri ve Yönetimi, Beta Publishing, Istanbul.
Suplementary books:
Cemal Yükselen, 2008,Pazarlama, Detay Publishing, Ankara.
Mehmet Karafakıoğlu, 2006, Pazarlama Ilkeleri, Literatür Publishing, Istanbul.
Ismet Mucuk,2010, Pazarlama Ilkeleri,Türkmen Kitabevi, Istanbul.
Other course materials:
Other marketing books and magazines

Planned Learning Activities and Teaching Methods

1. Lectures
2. Examples of the topics

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


Further Notes About Assessment Methods

None

Assessment Criteria

Five learning outcomes will be evaluated through midterm and final exams, and students' proficiency levels in terms of planned outcomes will be tested through examples they provide in class.

Language of Instruction

Turkish

Course Policies and Rules

70% attendance to the course is compulsory

Contact Details for the Lecturer(s)

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

Office Hours

Monday:14.00-15.30

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 4 56
Preparations before/after weekly lectures 14 4 56
Preparation for midterm exam 1 15 15
Preparation for final exam 1 20 20
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 149

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.11111
LO.2111
LO.31111
LO.41111
LO.51111

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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