Marketing Principles(ML513)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| ML513 | Marketing Principles | 2 | 3 | 0 | 0 | 3 | 6 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Compulsory |
| Course Level | Masters Degree |
| Course Instructor(s) | Ulun AKTURAN uakturan@gsu.edu.tr (Email) |
| Assistant | |
| Objective | The aim of this course is to teach the changes in the definition of marketing, marketing approaches and principles and policies related to marketing. Within the scope of this course, it is aimed that students will have a marketing perspective by analyzing the basic principles of marketing. |
| Content |
Week 1. Marketing and Basic Concepts Week 2. Marketing and Basic Concepts Week 3. Strategic Planning and Marketing Process Week 4. Marketing Environment Week 5. Marketing Environment Week 6. Marketing Information System and Marketing Research Week 7. Marketing Information System and Marketing Research Week 8. Consumer Behavior Week 9. Midterm Exam Week 10. Consumer Behavior/ Organizational Customer Behavior Week 11. Marketing Segmentation, Targeting and Positioning Week 12. Marketing Segmentation, Targeting and Positioning Week 13. International Marketing Week 14. Marketing and Ethics |
| Course Learning Outcomes |
1. To be able to define and synthesize concepts and facts related to marketing. 2. To be able to analyze basic marketing components. 3. To be able to analyze the market environment and make inferences about marketing management and opportunities. 4. To be able to define the marketing activities of a business and create marketing programs. 5. To be able to follow the current developments in the field of marketing and use this information to create new strategies. |
| Teaching and Learning Methods | |
| References | Philip Kotler ve Gary Armstrong, Principles of Marketing, Pearson Education, New Jersey. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Marketing and Basic Concepts |
| 2 | Marketing and Basic Concepts |
| 3 | Strategic Planning and Marketing Process |
| 4 | Marketing Environment |
| 5 | Marketing Environment |
| 6 | Marketing Information System and Marketing Research |
| 7 | Marketing Information System and Marketing Research |
| 8 | Consumer Behavior |
| 9 | Midterm Exam |
| 10 | Consumer Behavior/ Organizational Customer Behavior |
| 11 | Marketing Segmentation, Targeting and Positioning |
| 12 | Marketing Segmentation, Targeting and Positioning |
| 13 | International Marketing |
| 14 | Marketing and Ethics |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 60 |
| Contribution of final exam to overall grade | 1 | 40 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 1 | 30 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 30 |
| 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 | 2 | 60 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. | X | ||||
| 2 | The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. | X | ||||
| 3 | The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. | X | ||||
| 4 | The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. | X | ||||
| 5 | The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. | X | ||||
| 6 | Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to critically evaluate the information he/she has acquired. | X | ||||
| 7 | Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. | |||||
| 8 | Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. | X | ||||
| 9 | The ability to conduct researchs and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. | |||||
| 10 | Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and to take the responsibility of these decisions. | X | ||||
| 11 | Consciousness of taking into account ethical values, when making decisions and being involved in business life. | X | ||||
| 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 | ||