Non Thesis Master Program in Marketing Communication Managament

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)
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
Print the course contents
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
Assignments 0 0 0
Presentation 0 0 0
Midterm Examinations (including preparation) 1 10 10
Project 0 0 0
Laboratory 0 0 0
Other Applications 0 0 0
Final Examinations (including preparation) 1 10 10
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
Total Workload 76
Total Workload / 25 3,04
Credits ECTS 3
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