Principles of Marketing (RPP314) | GSÜ

Content

Objective

The definition of purchasing will be given and the importance of
“Positioning” in sustaining competitive advantage will be explained
on detail. Positioning strategies and their executional areas will be
presented via cases. Levels of “product” will be defined and socalled
levels will be explained on detail. Strategic importance of product
line and product line extention decisions will be explained. PLC
(product line cycle) stages will be explained in detail: product
pricing policies will be defined in general will be explained and their
importance in marketing decision will be discussed via cases.
Competitive strategies will be defined in general.

Course Content

Week 1. “Positioning” and its importance in creating competitive
advantage
Week 2. “Positioning” strategies, choosing and executing the right
strategy for the brand
Week 3. Defining the product in various levels.
Week 4. Product classification, individual product decisions 1)
Product attitudes.
Week 5. 2) Branding and branding strategies
Week 6. 3) Packaging 4) After sale service
Week 7. Mid-term exam
Week 8. Product line and product mix decisions
Week 9. Service marketing
Week 10. PLC strategies and stages I
Week 11. PLC strategies and stages II
Week 12. Product placing periods
Week 13. Distribution channels and logistics
Week 14. Competitive strategies.

Course Learning Outcomes

At the end of this course the participant / student will be able to:
- Explain the place and the importance of “Positioning” in strategic
marketing decisions.
- Define “product levels” and correlate these levels with brand.
- Explain the importance of product line and product line mix
decisions for marketing
- Define PLC stages and explain their strategical importance by
giving relevant examples.
- Explain the importance of the two marketing mix elements pricing
and distribution in relation with marketing decisions.

Teaching and Learning Methods

case studies, academic reading

References

Kotler, P., Armstrong, G. (2017). Principles of Marketing, New
Jersey: Prentice Hall.
related academic articles

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Week 1. “Positioning” and its importance in creating competitive advantage
2	Week 2. “Positioning” strategies, choosing and executing the right strategy for the brand
3	Week 3. Defining the product in various levels
4	Week 4. Product classification, individual product decisions 1) Product attitudes
5	Week 5. 2) Branding and branding strategies
6	Week 6. 3) Packaging 4) After sale service
7	Week 7. Mid-term exam
8	Week 8. Product line and product mix decisions
9	Week 9. Service marketing
10	Week 10. PLC strategies and stages I
11	Week 11. PLC strategies and stages II
12	Week 12. Product placing periods
13	Week 13. Distribution channels and logistics
14	Week 14. Competitive strategies.

Assessment System

Contribution to Overall Grade
Activities	Number	Contribution
Contribution of in-term studies to overall grade	1	40
Contribution of final exam to overall grade	1	60
Total	2	100

In-Term Studies
Activities	Number	Contribution
Assignments	0	0
Presentation	0	0
Midterm Examinations (including preparation)	1	40
Project	0	0
Laboratory	0	0
Other Applications	0	0
Quiz	0	0
Term Paper/ Project	0	0
Portfolio Study	0	0
Reports	0	0
Learning Diary	0	0
Thesis/ Project	0	0
Seminar	0	0
Other	0	0
Total	1	40

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Will have effective written and oral communication skills in Turkish		X
2	Will have a thorough knowledge of at least two foreign languages			X
3	Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects		X
4	Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices			X
5	Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace			X
6	Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group	X
7	Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter
8	Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes	X
9	Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach
10	They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields		X
11	They learn sociological, cultural and aesthetic approaches in electronic, digital media and film				X

ECTS

Activities	Number	Period	Total Workload
Class Hours	14	2	28
Working Hours out of Class	14	2	28
Assignments	0	0	0
Presentation	1	15	15
Midterm Examinations (including preparation)	1	10	10
Project	0	0	0
Laboratory	0	0	0
Other Applications	0	0	0
Final Examinations (including preparation)	1	10	10
Quiz	0	0	0
Term Paper/ Project	0	0	0
Portfolio Study	0	0	0
Reports	0	0	0
Learning Diary	0	0	0
Thesis/ Project	0	0	0
Seminar	0	0	0
Other	0	0	0
Make-up	0	0	0
Total Workload			91
Total Workload / 25			3.64
Credits ECTS			4