| Course Name |
Principles of Marketing
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
BA 201
|
Spring
|
3
|
0
|
3
|
6
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| National Occupation Classification | - | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | This introduction to marketing course aims to inform students about the basic principles of marketing by introducing the key concepts of marketing, consumer behavior, target market selection, positioning and marketing mix strategies. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course consists of detailed investigations of the topics of the basic concepts of marketing, marketing environment, consumer behavior, segmentation, targeting, positioning, product development, pricing, place and promotion strategies. P.S. All academic work undertaken at Izmir University of Economics is subject to the “Universities’ Academic Honesty Codes and Regulations”. For details, please see: http://isl.ieu.edu.tr/en/akademik-durustluk |
| Related Sustainable Development Goals |
|
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Related Preparation |
| 1 | Introduction to the Course and Discussion of Requirements | |
| 2 | Core Concepts of Marketing | Course Book - Chapter 1 |
| 3 | Core Concepts of Marketing (cont.) | Course Book - Chapter 1,2 |
| 4 | Marketing Environment | Course Book - Chapter 3 |
| 5 | Consumer Behavior | Course Book - Chapter 5 |
| 6 | Segmentation, Targeting, Positioning | Course Book - Chapter 7 |
| 7 | Segmentation, Targeting, Positioning (cont.) | Course Book - Chapter 7 |
| 8 | Midterm Exam | |
| 9 | Marketing Mix: Product Strategies | Course Book – Chapter 8 |
| 10 | Marketing Mix: Pricing Strategies | Course Book - Chapter 10, 11 |
| 11 | In-class Asssignment | |
| 12 | Marketing Mix: Distribution Strategies | Course Book - Chapter 12 |
| 13 | Marketing Mix: Promotion Strategies | Course Book - Chapter 14 |
| 14 | Marketing Mix: Promotion Strategies (cont.) | Course Book - Chapter 14 |
| 15 | Application: Marketing Mix | |
| 16 | Final Exam |
| Course Notes/Textbooks | Principles of Marketing, 18th. ed. P.Kotler- G. Armstrong, Pearson,2020
ISBN Textbook : 9781292341132
ISBN Textbook + Pearson Horizon Access: 9781292374338
|
| Suggested Readings/Materials |
| Semester Activities | Number | Weigthing |
| Participation |
-
|
-
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
30
|
| Presentation / Jury | ||
| Project |
-
|
-
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
2
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
3
|
42
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
10
|
10
|
| Presentation / Jury |
0
|
||
| Project |
-
|
-
|
0
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
30
|
30
|
| Final Exam |
1
|
38
|
38
|
| Total |
168
|
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
|||||
|
1
|
2
|
3
|
4
|
5
|
|||
| 1 |
To be able to identify and analyze problems in the field of trade and finance, and to develop solutions. |
-
|
-
|
-
|
-
|
-
|
|
| 2 |
To be able to apply theoretical and practical knowledge of international trade and finance to real-world professional contexts. |
-
|
-
|
-
|
X
|
-
|
|
| 3 |
To be able to critically analyze global market developments and evaluate their implications for business and policy. |
-
|
-
|
-
|
-
|
X
|
|
| 4 |
To be able to collect, analyze, and interpret financial and economic data by using digital and information technologies effectively. |
-
|
-
|
-
|
-
|
-
|
|
| 5 |
To be able to understand and interpret legal frameworks, regulations and practices relevant to international trade and finance. |
-
|
-
|
-
|
-
|
-
|
|
| 6 |
To be able to anticipate, define, and manage financial and trade-related risks through informed decision-making. |
-
|
-
|
-
|
-
|
-
|
|
| 7 |
To be able to acquire and use verbal, written, and numerical skills effectively for the nature of international trade and finance program. |
-
|
-
|
-
|
-
|
X
|
|
| 8 |
To be able to obtain, synthesize, and report trade- and finance-related information clearly and effectively. |
-
|
-
|
-
|
-
|
-
|
|
| 9 |
To be able to contribute effectively as individuals, team members, and leaders in multidisciplinary environments. |
-
|
-
|
-
|
-
|
-
|
|
| 10 |
To be able to evaluate trade and finance issues from ethical, social, and sustainability perspectives. |
-
|
-
|
-
|
-
|
-
|
|
| 11 |
To be able to collect data in the areas of International Trade and Finance and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
-
|
-
|
-
|
-
|
-
|
|
| 12 |
To be able to speak a second foreign at a medium level of fluency efficiently. |
-
|
-
|
-
|
-
|
-
|
|
| 13 |
To be able to relate the knowledge accumulated throughout human history to their field of expertise. |
-
|
-
|
-
|
-
|
-
|
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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