Marketing Principles
asancar@gsu.edu.tr
Content
Objective
The aim of this course is to teach the changes in the definition of marketing, marketing approaches and principles and policies related to marketing. Within the scope of this course, it is aimed that students will have a marketing perspective by analyzing the basic principles of marketing.
Course Content
Week 1. Marketing and Basic Concepts
Week 2. Marketing and Basic Concepts
Week 3. Strategic Planning and Marketing Process
Week 4. Marketing Environment
Week 5. Marketing Environment
Week 6. Marketing Information System and Marketing Research
Week 7. Marketing Information System and Marketing Research
Week 8. Consumer Behavior
Week 9. Midterm Exam
Week 10. Consumer Behavior/ Organizational Customer Behavior
Week 11. Marketing Segmentation, Targeting and Positioning
Week 12. Marketing Segmentation, Targeting and Positioning
Week 13. International Marketing
Week 14. Marketing and Ethics
Course Learning Outcomes
1. To be able to define and synthesize concepts and facts related to marketing.
2. To be able to analyze basic marketing components.
3. To be able to analyze the market environment and make inferences about marketing management and opportunities.
4. To be able to define the marketing activities of a business and create marketing programs.
5. To be able to follow the current developments in the field of marketing and use this information to create new strategies.
References
Philip Kotler ve Gary Armstrong, Principles of Marketing, Pearson Education, New Jersey.
Weekly Contents
| 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
| 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 |
| 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 | 1 | 60 |
| 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 | 100 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The student can ımprove corporate marketing strategies. | X | ||||
| 2 | Student can produce brand management strategies. | X | ||||
| 3 | The student can analyse advertising campaigns. | X | ||||
| 4 | The student have knowledge about research methodes. | X | ||||
| 5 | The student have knowledge about corporate identity and corporate image. | X | ||||
| 6 | The student can follow trends and innovative developpements on communication. | X | ||||
| 7 | Students can gather strategical and analytical thinking skils. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 14 | 3 | 42 |
| Assignments | 1 | 15 | 15 |
| Presentation | 1 | 25 | 25 |
| Midterm Examinations (including preparation) | 1 | 25 | 25 |
| Project | 1 | 15 | 15 |
| Laboratory | 0 | 0 | 0 |
| Other Applications | 0 | 0 | 0 |
| Final Examinations (including preparation) | 1 | 25 | 25 |
| 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 | 1 | 10 | 10 |
| 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 | 199 | ||
| Total Workload / 25 | 7.96 | ||
| Credits ECTS | 8 | ||