Marketing Principles

Course Code:

BBA 261

Course Period:

Autumn

Course Type:

Core

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

Course Objectives:

The aim of this course is to teach the basic concepts and theories related to marketing and to explain the marketing world and the theories which the marketing strategies are based on.

Course Content:

The content of the course covers the basic topics for a marketing plan. At the end of this course, students will be aware of the basic concepts and issues in marketing; appreciate the necessity of contemporary marketing; understand the main responsibilities, capabilities and skills of marketing managers; comprehend the strategic nature of marketing as of segmentation, targeting and positioning; realize modern consumer behavior as of process and different factors affecting them; and emphasize the ethical and social responsibilities of marketing management in organizations and society.

Course Methodology:

1. Lecture/Method 2. Question/Answer Method 3. Discussion Method 4. Case Study Method 5. Workshop 6. Problem Solving Method

Course Evaluation Methods:

A: Exam, B:Presentation, C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1. Define the basic marketing concepts and principles	1,2,3,6,7,8	1,2,3,4	1,3
2. Analyze the main dynamics of consumer and industrial markets	1,2,3,6,10	1,2,3,4	1,3
3. Recognize marketing information systems and marketing research applications.	1,2,3,6,7,8	1,2,3,4	1,3
4. Understand the strategic marketing process; segmentation, targeting and positioning	1,2,3,6,7,8	1,2,3,4	1,3

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	INTRODUCTION & SETUP FOR THE SEMESTER – DEFINING MARKETING FOR THE NEW REALITIES	Chapter 1
2	DEFINING MARKETING FOR THE NEW REALITIES - cont.	Chapter 1 + Extra Reading Materials
3	MARKETING PLANNING AND MANAGEMENT	Chapter 2 + Extra Reading Materials
4	ANALYZING CONSUMER MARKETS	Chapter 3 + Extra Reading Materials
5	ANALYZING BUSINESS MARKETS	Chapter 4 + Extra Reading Materials
6	CONDUCTING MARKETING RESEARCH	Chapter 5 + Extra Reading Materials
7	CONDUCTING MARKETING RESEARCH + WRAP UP FOR MIDTERM	Chapter 5 + Extra Reading Materials
8	MIDTERM WEEK – NO CLASS
9	IDENTIFYING MARKET SEGMENTS AND TARGET CUSTOMERS	Chapter 6 + Extra Reading Materials
10	IDENTIFYING MARKET SEGMENTS AND TARGET CUSTOMERS–cont. + CASE STUDY	Chapter 6 + Extra Reading Materials
11	CRAFTING A CUSTOMER VALUE PROPOSITION AND POSITIONING	Chapter 7 + Extra Reading Materials
12	CRAFTING A CUSTOMER VALUE PROPOSITION AND POSITIONING	Chapter 7 + Extra Reading Materials
13	STP CASE ANALYSES	Case + Extra Reading Materials
14	SOCIALLY RESPONSIBLE MARKETING	Chapter 21 + Extra Reading Materials

Recommended Sources

RECOMMENDED SOURCES
Textbook	Marketing Management, Philip Kotler and Kevin Lane Keller, Alexander Chernev, Pearson, Global 16. Ed., ISBN: 978-1292092621
Additional Resources	HBR Articles

Material Sharing

MATERIAL SHARING
Documents	Via Yulearn
Assignments	Via Yulearn
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Midterm exam	1	35
In-class Assignments	3	15
Final exam	1	50
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		50
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		50
Total		100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Will be able to describe all the concepts related to business functions.				X
2	Will be able to use the theoretical and practical knowledge gained in the field of business administration.				X
3	Will be able to explain concepts, ideas and cases with scientific methods, interpret and evaluate qualitative and quantitative data, define problems and develop solutions.				X
4	Will be able to use various communication channels effectively in business life.		X
5	Will be able to demonstrate ethical values.				X
6	Will be able to demonstrate an understanding of social responsibility and active citizenship.				X
7	Will be able to evaluate the acquired knowledge and skills with a critical approach.			X
8	Will be able to interpret quality management and processes, environmental protection, occupational safety and sustainability.			X
9	Will be able to work effectively in the team and takes initiative for the success of the team.	X
10	Will be able to manage and defend diversity.	X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	3	48
Mid-term	1	15	15
In-class Assignments	3	2	6
Final examination	1	30	30
Total Work Load			147
Total Work Load / 25 (h)			5,88
ECTS Credit of the Course			6

2

Search form