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| ISL2009 | Marketing principles | 3+0+0 | ECTS:5 | | Year / Semester | Fall Semester | | Level of Course | First Cycle | | Status | Compulsory | | Department | DEPARTMENT of BUSINESS | | Prerequisites and co-requisites | None | | Mode of Delivery | Face to face | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | Doç. Dr. Hatice Dilara KESKİN | | Co-Lecturer | ASSOC. PROF. DR. H. SABRİ KURTULDU
ASSIST. PROF. DR. HATICE DILARA KESKIN | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | To understand the marketing concept and to recognize applications of the marketing concept. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | define some basic marketing principles and concepts. | 1,2 | 1 | | LO - 2 : | obtain some skills about transforming verbal marketing data to mathematical formulas and explaining these. | 1,2 | 1 | | LO - 3 : | obtain some skills about solving simple mathematical problems related to marketing and about constructing graphics and diagrams from data. | 1,2 | 1 | | LO - 4 : | do determination about firms' marketing environment and can do case analysis. | 1,2 | 1 | | LO - 5 : | use simple models in order to make contact between firms and their environments with the view of marketing. | 1,2 | 1 | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| Definition and characteristics of marketing, historical development, environmental factors in marketing, strategic marketing plan, customer markets, behavior characteristics of customer and organizational buying decision process, market division, target markets and estimating demand. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | definition and characteristics of marketing | | | Week 2 | definition and characteristics of marketing | | | Week 3 | historical development of marketing | | | Week 4 | environmental factors in marketing, strategic marketing plan | | | Week 5 | environmental factors in marketing, strategic marketing plan | | | Week 6 | environmental factors in marketing, strategic marketing plan | | | Week 7 | environmental factors in marketing, strategic marketing plan | | | Week 8 | customer markets | | | Week 9 | mid-term exam | | | Week 10 | customer markets | | | Week 11 | behavior characteristics of customer and organizational buying decision process | | | Week 12 | behavior characteristics of customer and organizational buying decision process | | | Week 13 | behavior characteristics of customer and organizational buying decision process | | | Week 14 | market division | | | Week 15 | target markets and estimating demand | | | Week 16 | End-of-term exam | | | |
| 1 | Torlak, Ö. ve Altunışık, R. 2009; Pazarlama Stratejileri, Beta Yayınevi, İstanbul | | | |
| 1 | İslamoğlu, A. H. 2004; Pazarlama Yönetimi, Beta Yayınevi, İstanbul | | | 2 | Karafakıoğlu, M. 2005; Pazarlama İlkeleri, Literatür Yayınları-480, İstanbul | | | 3 | Kotler, P. and Armstrong, G. 2008; Principles of Marketing, Pearson International Edition, Prentice Hall, London/England | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 20/11/2024 | 40 | 50 | | End-of-term exam | 16 | 8/01/2025 | 40 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 4 | 14 | 56 | | Sınıf dışı çalışma | 3 | 14 | 42 | | Arasınav için hazırlık | 9 | 2 | 18 | | Arasınav | 1 | 1 | 1 | | Dönem sonu sınavı için hazırlık | 8 | 4 | 32 | | Dönem sonu sınavı | 1 | 1 | 1 | | Total work load | | | 150 |
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