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 fundemantals of marketing science and marketing infrastructure aimed to give a theoretical sence.

Learning Outcomes of the Course Unit

1   Ability to define the concept of marketing and other concepts related to marketing
2   Being able to examine the understanding of marketing
3   Being able to analyze the marketing environment
4   Ability to examine the product from a marketing perspective
5   Ability to look at prices and pricing decisions from a strategic perspective
6   Ability to develop solutions suitable for distribution channel and vehicle selection
7   Ability to establish correct communication with the target audience using marketing communication tools

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Marketing definition and concepts related to marketing and marketing mix
2 Changes in marketing concepts
3 Marketing system - Producer, Consumer, Intermediary and universal marketing functions and created benefits
4 Market concept and market types
5 Marketing environment-Micro and macro environmental factors
6 Industrial market, industrial consumer, industrial product
7 Final consumer and industrial consumer purchasing decision process
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 functions, distribution types and integration strategies, wholesale and retailing
13 Price and pricing
14 Marketing communications and marketing communications mix
15 Advertising, personal selling, sales promotion, public relations, direct marketing and social media marketing

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. Exemplifying 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

Seven learning outcomes will be evaluated through midterm and final exams, and students' proficiency levels in terms of planned outcomes will be tested with the examples they give in the course.

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.15
LO.25
LO.35
LO.45
LO.55
LO.65
LO.755

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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