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| Course Description |
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| Course Name |
: |
Principles Of Marketing |
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| Course Code |
: |
KON209 |
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| Course Type |
: |
Compulsory |
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| Level of Course |
: |
First Cycle |
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| Year of Study |
: |
2 |
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| Course Semester |
: |
Fall (16 Weeks) |
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| ECTS |
: |
4 |
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| Name of Lecturer(s) |
: |
Asst.Prof.Dr. MURATHASEKİ
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| Learning Outcomes of the Course |
: |
Knows the term marketing and comprehends why this term should be learned.
Knows the value of customer and why the satisfaction of customer is important.
Understands 4 basic marketing mixes in marketing field.
Knows strategic marketing planning and its difference from marketing plan and marketing program.
Defines how economic requirements influence customer employment decision and explains customer decision taking process.
Knows organizational purchase behavior and how to make use of marketing information.
Knows new product development process and how product life-cycle effects strategic plan.
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| Mode of Delivery |
: |
Face-to-Face |
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| Prerequisites and Co-Prerequisites |
: |
None |
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| Recommended Optional Programme Components |
: |
None. |
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| Aim(s) of Course |
: |
The aim of this course is to explain analytical terms and recent techniques by understanding strategical role of marketing with managers who can define and analyze problems in marketing. |
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| Course Contents |
: |
The main content of the course is to upgrade knowledge and comprehension level of students about basic principles and terminology of marketing and provide required practice in business life. |
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| Language of Instruction |
: |
Turkish |
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| Work Place |
: |
D 102 Classroom. |
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Course Outline /Schedule (Weekly) Planned Learning Activities |
| Week | Subject | Student's Preliminary Work | Learning Activities and Teaching Methods |
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1 |
Defining Marketing and Marketing Process |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
2 |
Understanding the Marketing Environment and Consumers |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
3 |
Marketing Research |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
4 |
Model of Consumer Behavior |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
5 |
New-Product Development Strategy |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
6 |
Advertising and Public Relations |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
7 |
Midterm Examination |
------------------------------------ |
------------------------- |
|
8 |
Personal Selling and Sales Promotion |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
9 |
Pricing Products: Pricing Strategies |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
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10 |
Retailıng and Wholesaling |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
11 |
Marketing Channels and Supply Chain Management |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
12 |
International Marketing |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
13 |
Service Marketing |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
14 |
Marketing Ethics and Social Responsibility |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
|
15 |
E-marketing |
Reading Textbook |
Lecture, discussion, case study. Standard classroom technologies, projector, internet and library database. |
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16/17 |
Final Examination |
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------------------------- |
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Required Course Resources |
| Resource Type | Resource Name |
| Recommended Course Material(s) |
 Basic Marketing, (2010) by William D. PERREAULT, Joseph P. CANNON, E. Jerome MCCARTHY, 17th Edition Mc Graw Hill.
Marketing, (2010), Dhruv GREWAL, Michael LEVY, 2th Edition, Mc Graw Hill.
Principles of Marketing (2010), by Philip KOTLER, Gary ARMSTRONG, 13th Edition, Pearson.
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| |
| Required Course Material(s) | |
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Assessment Methods and Assessment Criteria |
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Semester/Year Assessments |
Number |
Contribution Percentage |
|
Mid-term Exams (Written, Oral, etc.) |
1 |
60 |
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Homeworks/Projects/Others |
1 |
40 |
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Total |
100 |
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Rate of Semester/Year Assessments to Success |
40 |
| |
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Final Assessments
|
100 |
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Rate of Final Assessments to Success
|
60 |
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Total |
100 |
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| Contribution of the Course to Key Learning Outcomes |
| # | Key Learning Outcome | Contribution* |
|
1 |
Understands basic terms of business, comprehends strategical, tactical and operational aspects and local, national, international and global aspects of business management. |
4 |
|
2 |
Has sufficient knowledge and conscious about issues which interest society such as job security, worker health, social security rights, quality control and management and protection of natural and cultural environment. |
0 |
|
3 |
Comprehends, explains and applies planning, organization, execution, coordination and control management of accommodation enterprises. |
4 |
|
4 |
Has the skill of nominal and statistical research and thinking skill, predicts results of decisions to be taken and makes correct estimations, considers cause-effect relationship, has the skill of analytical thinking and develops strategical approach. |
5 |
|
5 |
Is open to innovation and change, enterprising, has the behavior of life long learning, thinks analytically, uses modern methods and technologies of business primarily information technologies. |
4 |
|
6 |
Has basic computer using knowledge and knowledge about information systems used in hotel management and has the skill of using these softwares. |
0 |
|
7 |
Has quality conscious, executes and completes qualified works and makes and manages activities for the improvement of employees under his/her responsibility. |
4 |
|
8 |
Creates solution and takes responsibility in unpredictable and complex situations about hotel management, travel management and other touristic managements. |
4 |
|
9 |
Thinks critically, creates alternative solutions and obtains information from different resources and makes analyzes; has the capability of considering social, scientific and ethical values about announcement and interpretation of results. |
4 |
|
10 |
Comprehends legal, social and moral responsibilites of business life and perceives social transformation. |
4 |
|
11 |
Has the capability of verbal and written communication in Turkish, speaks correctly and effectively, conveys information and thoughts in a way that others can understand, has the skill of interpretation and criticism, has high persuasiveness. |
5 |
|
12 |
Is prone to teamwork, has leadership skills and skill of communicating with experts in other fields and specializes in specific field of a tourism enterprise and also has sufficient knowledge about other departments. |
4 |
|
13 |
Evaluates concepts, ideas and data in tourism management with scientific methods, determines and analyzes complex problems and subjects, develops suggestions. |
4 |
|
14 |
Understands socio-economic structure of tourism and within this scope its importance for the country and designs skills about investment of a new enterprise to be founded in otherfields of tourism and service sector. |
0 |
|
15 |
Knows sectoral conditions to cope with continuous fluctuation depending on flexible demands in a tourist facility and has the knowledge to use and evaluate tools which would analyze a tourism management together with its internal and external environment. |
5 |
|
16 |
Additional to vocational development, through his/her interest and traits, in scientific, social, cultural and artistic areas, contuniously develops himself/herself by determining his/her learning needs. |
0 |
| * Contribution levels are between 0 (not) and 5 (maximum). |
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| Student Workload - ECTS |
| Works | Number | Time (Hour) | Total Workload (Hour) |
| Course Related Works |
|
Class Time (Exam weeks are excluded) |
14 |
3 |
42 |
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Out of Class Study (Preliminary Work, Practice) |
14 |
3 |
42 |
| Assesment Related Works |
|
Homeworks, Projects, Others |
1 |
8 |
8 |
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Mid-term Exams (Written, Oral, etc.) |
1 |
8 |
8 |
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Final Exam |
1 |
12 |
12 |
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Total Workload: | 112 |
| Total Workload / 25 (h): | 4.48 |
| ECTS Credit: | 4 |
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