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| Course Description |
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| Course Name |
: |
Principles of Marketing |
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| Course Code |
: |
MG 236 |
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| Course Type |
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Compulsory |
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| Level of Course |
: |
First Cycle |
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| Year of Study |
: |
2 |
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| Course Semester |
: |
Spring (16 Weeks) |
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| ECTS |
: |
5 |
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| Name of Lecturer(s) |
: |
Assoc.Prof.Dr. HİLAL İNAN
Asst.Prof.Dr. M.A.BURAK NAKIBOĞLU
InstructorDr. DENİZ MÜFTÜOĞLU ZEREN
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| Learning Outcomes of the Course |
: |
Determine environmental factors that may affect marketing decisions, develop and apply strategic marketing plans
Learn the fundamentals of marketing research.
Learn the factors that affect consumer behavior, decision mechanisms and buying decisions
Find out specifications of industrial markets and industrial buying behavior
Have knowledge about fundamentals and steps of effective market segmentation
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| Mode of Delivery |
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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 develop knowledge and capabilities of students on marketing and to guide them for marketing decisions through evaluating marketing oppourtunities and problems. |
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| Course Contents |
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This course consists of the subjects of definition and scope of marketing, strategic marketing plan, marketing environment, market segmentation, targeting and positioning, marketing research, industrial markets and consumer behaviors. |
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| Language of Instruction |
: |
Turkish |
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| Work Place |
: |
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 |
Definition and Evolution of Marketing |
Reading related parts from required materials |
Lecture, examples from daily life |
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2 |
Definition and Evolution of Marketing |
Reading related parts from required materials |
Lecture, examples from daily life |
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3 |
Strategic Planning: Developing and Practising of Marketing Plan |
Reading related parts from required materials |
Lecture, examples from daily life |
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4 |
Strategic Planning: Developing and Practising of Marketing Plan |
Reading related parts from required materials |
Lecture, examples from daily life |
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5 |
Marketing Environment |
Reading related parts from required materials |
Lecture, examples from daily life |
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6 |
Marketing Environment |
Reading related parts from required materials |
Lecture, examples from daily life |
|
7 |
Marketing Research |
Reading related parts from required materials |
Lecture, examples from daily life |
|
8 |
Mid-term Exam |
Preperation for the exam |
Multiple Choice Exam |
|
9 |
Consumer Behavior and Buying Decision |
Reading related parts from required materials |
Lecture, examples from daily life |
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10 |
Consumer Behavior and Buying Decision |
Reading related parts from required materials |
Lecture, examples from daily life |
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11 |
Industrial Markets and Buying |
Reading related parts from required materials |
Lecture, examples from daily life |
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12 |
Industrial Markets and Buying |
Reading related parts from required materials |
Lecture, examples from daily life |
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13 |
Market Targeting |
Reading related parts from required materials |
Lecture, examples from daily life |
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14 |
Market Targeting and Segmentation |
Reading related parts from required materials |
Lecture, examples from daily life |
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15 |
Market Segmentation |
Reading related parts from required materials |
Lecture, examples from daily life |
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16/17 |
Final Exam |
Preperation for the exam |
Multiple Choice Exam |
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Required Course Resources |
| Resource Type | Resource Name |
| Recommended Course Material(s) |
 Pazarlamaya Çağdaş Yaklaşım, Prof.Dr. Serap ÇABUK, Prof.Dr. İsmail YAĞCI, Nobel Kitabevi, ADANA , 2013.
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| |
| Required Course Material(s) |
Modern Pazarlama İlkeleri, Prof.Dr. Ömer Baybars TEK, Dr. Engin ÖZGÜL, İzmir, Kasım, 2005.
Pazarlama İlkeleri, İsmet MUCUK, Türkmen Kitabevi, Geliştirilmiş 17. basım, 2009, İstanbul.
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Assessment Methods and Assessment Criteria |
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Semester/Year Assessments |
Number |
Contribution Percentage |
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Mid-term Exams (Written, Oral, etc.) |
1 |
60 |
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Homeworks/Projects/Others |
0 |
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
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100 |
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Rate of Final Assessments to Success
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60 |
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Total |
100 |
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| Contribution of the Course to Key Learning Outcomes |
| # | Key Learning Outcome | Contribution* |
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1 |
Use the basic enterprise resource planning (ERP) softwares |
1 |
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2 |
List and define the concepts of business management, and explain their relations to each other |
5 |
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3 |
List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. |
3 |
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4 |
List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. |
3 |
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5 |
Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. |
2 |
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6 |
Explain how to interpret the results gathered through the application and/or implementation of conceptual models and/or numerical and statistical methods of business management. |
2 |
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7 |
Determine appropriate methods to solve business problems |
5 |
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8 |
Evaluate the results that are obtained from applications of business management methods |
5 |
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9 |
Use the basic numerical and statistical softwares |
5 |
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10 |
Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning |
4 |
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11 |
Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. |
3 |
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12 |
Use Turkish and at least one foreign language in accordance with the requirements in academic and business context |
3 |
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13 |
Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format |
3 |
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14 |
Question traditional approaches, methods and implementations; develop and implement alternative methods when required |
3 |
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15 |
Recognize and apply social, scientific and professional ethical values. |
3 |
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16 |
Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives |
5 |
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17 |
Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affects the activities of businesses and interpret their impact on businesses |
3 |
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18 |
Take initiative individually or/and as a member of a team, lead and work effectively |
4 |
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19 |
As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. |
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 |
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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 |
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Homeworks, Projects, Others |
0 |
0 |
0 |
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Mid-term Exams (Written, Oral, etc.) |
1 |
20 |
20 |
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Final Exam |
1 |
20 |
20 |
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Total Workload: | 124 |
| Total Workload / 25 (h): | 4.96 |
| ECTS Credit: | 5 |
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