Principles of Marketing(RPP314-G-2)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| RPP314-G-2 | Principles of Marketing | 6 | 2 | 0 | 0 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Çiğdem ERSAYIN cersayin@gmail.com (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. (2017). Principles of Marketing, New Jersey: Prentice Hall. related academic articles |
Theory Topics
| Week | Weekly Contents |
|---|
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Toplam | 0 | 0 |
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 | 1 | 60 |
| Toplam | 2 | 100 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Will have effective written and oral communication skills in Turkish | X | ||||
| 2 | Will have a thorough knowledge of at least two foreign languages | X | ||||
| 3 | Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects | X | ||||
| 4 | Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices | X | ||||
| 5 | Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace | X | ||||
| 6 | Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group | X | ||||
| 7 | Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter | X | ||||
| 8 | Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes | X | ||||
| 9 | Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach | X | ||||
| 10 | They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields | |||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | |||||
| 12 | They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns. | |||||
| 13 | They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres | |||||
| 14 | They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups | |||||
| 15 | They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication | X | ||||
| 16 | They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports | X | ||||
| 17 | They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas | X | ||||
| 18 | They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media | X | ||||
| 19 | They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them | X | ||||
| 20 | They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media | |||||
| 21 | They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures | |||||
| 22 | They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities | |||||
| 23 | They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history | |||||
| 24 | They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it | |||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 14 | 2 | 28 |
| Midterm Examinations (including preparation) | 1 | 8 | 8 |
| Final Examinations (including preparation) | 1 | 10 | 10 |
| Total Workload | 74 | ||
| Total Workload / 25 | 2,96 | ||
| Credits ECTS | 3 | ||