Principles of Marketing
aegursen@gsu.edu.tr
Content
Objective
1. To develop an understanding of the fundamental concepts and processes of marketing by questioning them not only in their functional aspects but also in terms of value creation and their social impacts;
2. To develop analytical thinking by examining the environmental factors shaping markets and consumer behavior within their economic, social, and cultural contexts;
3. To develop the ability to interpret marketing strategy decisions (such as segmentation, targeting, and positioning) in light of ethical responsibilities and sustainability principles;
4. To provide an initial perspective for critically evaluating marketing research processes and fostering a data-driven yet responsible decision-making approach;
5. To lay the groundwork for developing more conscious and responsible marketing approaches by evaluating digital transformation and contemporary marketing practices in terms of their social impacts and inclusivity dimensions.
Course Content
Within the scope of this course, the fundamental concepts of marketing and marketing activities are examined from the perspectives of value creation, ethics, and responsibility. The changing role of marketing is also explored in the context of current issues such as digitalization and sustainability. The course aims to enable students to develop the knowledge and approaches they acquire through practical activities and presentations.
Course Learning Outcomes
1. To define the fundamental concepts and processes of marketing and critically discuss them in terms of value creation and social impacts;
2. To analyze the marketing environment, market structures, and consumer-related dynamics within their economic, social, and cultural dimensions, and evaluate these relationships from a multidimensional perspective;
3. To assess marketing planning processes, segmentation, targeting, and positioning not only from a technical perspective but also in terms of their ethical and social implications;
4. To develop data-driven decisions by using marketing information systems and research processes;
5. To analyze marketing practices in the context of digitalization, sustainability, and responsible marketing, and develop more ethical and inclusive approaches by questioning their social impacts.
Teaching and Learning Methods
This course is based on a theoretical approach supported by examples, in-class exercises, and case studies.
References
Mercator. Baynast, Lévy & Lu, Dunod.
Principes de Marketing. Armstrong & Kotler, Pearson.
Principles of Marketing. Philip Kotler, Gary Armstrong & Sridhar Balasubramanian, Pearson.
Weekly Contents
| Week | Weekly Contents |
|---|---|
| 1 | Introduction and Fundamental Concepts of Marketing |
| 2 | Marketing in the Context of Value Creation, Influence, and Professional Ethics |
| 3 | The Concept of the Market and the Marketing Environment |
| 4 | Marketing Planning |
| 5 | Market Segmentation, Targeting, and Positioning |
| 6 | Consumer Research |
| 7 | Marketing Information Systems and Marketing Research |
| 8 | Midterm |
| 9 | Consumer Behavior |
| 10 | Consumer Behavior |
| 11 | Digitalization and Marketing |
| 12 | Sustainability and Responsible Marketing |
| 13 | Presentations |
| 14 | Presentations |
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 2 | 60 |
| Contribution of final exam to overall grade | 1 | 40 |
| Total | 3 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 30 |
| Project | 1 | 30 |
| 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 |
| Make-up | 0 | 0 |
| Total | 2 | 60 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. | X | ||||
| 2 | The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. | X | ||||
| 3 | The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. | X | ||||
| 4 | The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. | X | ||||
| 5 | The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. | X | ||||
| 6 | Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired. | X | ||||
| 7 | Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. | X | ||||
| 8 | Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. | X | ||||
| 9 | The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. | X | ||||
| 10 | Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions. | X | ||||
| 11 | Consciousness of taking into account ethical values, when making decisions and being involved in business life. | X | ||||
| 12 | Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 14 | 1 | 14 |
| Assignments | 0 | 0 | 0 |
| Presentation | 0 | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 20 | 20 |
| Project | 1 | 25 | 25 |
| Laboratory | 0 | 0 | 0 |
| Other Applications | 0 | 0 | 0 |
| Final Examinations (including preparation) | 1 | 20 | 20 |
| 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 |
| Yıl Sonu | 0 | 0 | 0 |
| Hazırlık Yıl Sonu | 0 | 0 | 0 |
| Hazırlık Bütünleme | 0 | 0 | 0 |
| Total Workload | 121 | ||
| Total Workload / 25 | 4.84 | ||
| Credits ECTS | 5 | ||