Marketing Principles (ML513) | GSÜ - ECTS Information Guide

Content

Objective

This course aims to develop students’ analytical and critical thinking skills in marketing science by introducing the fundamental principles of marketing.

Course Content

Within the scope of the course, topics such as marketing concepts, marketing strategy, the marketing environment, marketing information systems, marketing research, and consumer behavior, which need to be understood to develop effective marketing strategies, will be covered. Particular emphasis will also be placed on prominent subfields of marketing, such as international marketing and sustainable marketing.

Course Learning Outcomes

1. Define the concepts and phenomena that form the foundation of marketing and provide examples
2. Analyze the fundamental components of marketing and organize their roles within the marketing process
3. Explain the concept of the market environment, analyze its constituent elements, and identify their implications for marketing management
4. Analyze a business’s marketing activities and develop marketing programs
5. Follow current developments in marketing and develop new strategies based on this knowledge

Teaching and Learning Methods

In addition to theoretical knowledge, current industry analyses are conducted, and knowledge acquisition is supported through in-class discussions that foster an industry–academia perspective.

References

o Philip Kotler & Gary Armstrong, Principles of Marketing, Pearson.
o Mehmet Karafakıoğlu, Pazarlama İlkeleri, Beta.

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Introduction and Concepts
2	Fundamental Concepts in Marketing
3	The Role and Importance of Marketing Strategy in Businesses
4	Marketing Environment
5	Marketing Information Systems and Marketing Research
6	Marketing Research
7	Marketing Environment Analysis
8	Consumer Behavior
9	Consumer Behavior
10	Midterm exam
11	Market Segmentation, Targeting, and Positioning
12	Current Subfields of Marketing
13	Student presentations
14	Student presentations

Assessment System

Contribution to Overall Grade
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

In-Term Studies
Activities	Number	Contribution
Assignments	1	30
Presentation	0	0
Midterm Examinations (including preparation)	1	30
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
Make-up	0	0
Total	2	60

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	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 critically evaluate 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 researchs 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 to 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	3	42
Assignments	5	5	25
Presentation	0	0	0
Midterm Examinations (including preparation)	1	16	16
Project	0	0	0
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			145
Total Workload / 25			5.80
Credits ECTS			6