Communication and Media Studies

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
Print the course contents
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
Assignments 0 0 0
Presentation 0 0 0
Midterm Examinations (including preparation) 1 8 8
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 74
Total Workload / 25 2,96
Credits ECTS 3
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