Marketing Principles
ealbayrak@gsu.edu.tr
mdursun@gsu.edu.tr
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. (2012). Principles of Marketing, New
Jersey: Prentice Hall.
related academic articles
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 | 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 | ||||
|---|---|---|---|---|---|---|
| 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. | |||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 14 | 2 | 28 |
| Midterm Examinations (including preparation) | 1 | 10 | 10 |
| Final Examinations (including preparation) | 1 | 10 | 10 |
| Total Workload | 76 | ||
| Total Workload / 25 | 3.04 | ||
| Credits ECTS | 3 | ||