Marketing Principles(CO-E 581)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| CO-E 581 | Marketing Principles | 1 | 3 | 0 | 0 | 3 | 6 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Masters Degree |
| Course Instructor(s) | Esra ALBAYRAK ealbayrak@gsu.edu.tr (Email) Mehtap DURSUN KARAHÜSEYİN mdursun@gsu.edu.tr (Email) |
| Assistant | |
| 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. |
| 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 |
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. |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| 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 |
| Toplam | 1 | 40 |
| 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. | |||||
| 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 | ||