Course Unit Title Principles of Marketing

Course Unit Code ABSM208-ABSM214

Type of Course Unit Compulsory
Level of Course Unit 2
Number of ECTS Credits Allocated 6 ECTS
Theoretical (hour/week) 3
Practice (hour/week) -
Laboratory (hour/week) -
Year of Study 2
Semester when the course unit is 1
delivered
Name of Lecturer (s) Asst. Prof. Dr. Pelin Bayram
Mode of Delivery Face to Face
Language of Instruction English
Prerequisities and co-requisities -
Recommended Optional Programme None
Components
Work Placement(s) None
The course is an introduction to the language and
issues of marketing with an emphasis on learning to
develop responsive marketing strategies that meet
customer needs. The course focuses on basic
marketing concepts, the role of marketing in the
organization, and the role of marketing in society.
Topics include market segmentation, product
Objectives of the Course development, promotion, distribution, and pricing.
Other topics, which will be incorporated into the
course, are external environment (which will focus on
integrative topics with marketing, such as economics,
politics, government, and nature), marketing research,
international/global marketing with relevance to
cultural diversity, ethics, the impact of technology on
marketing, and careers in marketing.
Accordingly, the course emphasizes the following:
 To analyze the role of marketing within the
firm and society.
 To expose you to the two parts of a marketing
strategy: the target market and the marketing
mix.
Learning Outcomes
 To study the four basic variables in the
marketing mix: product, promotion, price, and
distribution.
 To exercise analytical, communication, and
presentation skills (through use of
technological aids, such as Microsoft Word,
PowerPoint, and the Internet) – the basic tools
of marketing.
Course Contents The course is highly interactive between the class and
the instructor. Through case studies/presentations,
problems, and specific company client activities,
 students will have the opportunity to use the concepts,
ideas, and strategies presented in class. Problem-
solving sessions occur in both individual (primarily)
and team (occasionally) settings.

TOPICS
WEEKS
Theoretical Courses Application
Weekly Detailed Course 1 Group Discussion /
Contents Syllabus
Case Studies
2 Part 1: Defining Marketing and
the Marketing Process Group Discussion /
Marketing: Creating and Capturing Case Studies
Customer Value (Chapter 1)
3 Company and Marketing Strategy:
Group Discussion /
Partnering to Build Customer
Relationships (Chapter 2) Case Studies
4 Part 2: Understanding the
Marketplace and Consumers Group Discussion /
Analyzing the Marketing Case Studies
Environment (Chapter 3)
5 Managing Marketing Information Group Discussion /
(Chapter 4) Case Studies
6 Consumer Markets and Consumer Group Discussion /
Buyer Behavior Case Studies
(Chapter 5)
7 Part 3: Designing a Customer- Group Discussion /
Driven Strategy and Mix Case Studies
Customer-Driven Marketing
Strategy: Creating Value for Target
Customers (Chapter 7)
8 Product, Services, and Branding Midterm Exam
Strategy Chapter 8)
9 New-Product Development and
Group Discussion /
Product Life-Cycle Strategies
(Chapter 9) Case Studies
10 Pricing Products: Understanding
Group Discussion /
and Capturing Customer Value
(Chapter 10) Case Studies
11 Pricing Products: Pricing Strategies Group Discussion /
(Chapter 11) Case Studies
12 Marketing Channels and Delivering
Group Discussion /
Customer Value
(Chapter 12) Case Studies
13 Retailing and Wholesaling Group Discussion /
(Chapter 13) Case Studies
14 Final Exam Final Exam
Textbook / Material / Kotler, P., Armstrong, G., Principles of Marketing, 16.th.Ed.,
Recommended Readings
Global Ed.
ASSESSMENT

Semester (Year) Interior Number Semester (year) Note the% Contribution

Activities to
Student Selected Team Study 1 15
(Term Project)
Quiz 2 20
Midterm Exam 1 35
Final Exam 1 30
TOTAL 100

Course Learning, Teaching and Assessment Activities in the FrameworkCalculation of the

workload
Duration
Activities Number Total Workload(hour)
(hour)
Hours per week (theoretical) 14 3 42
Hours per week (Application) - - -
Term Project 1 28 35
Case Studies 8 3 24
Midterm Exam
1 1
a) Exam 21
1 16
b) Test for individual studies
Quiz 2 8 16
Final Exam
a) Exam 1 1 30
b) Test for individual studies 1 28
TOTAL WORKLOAD (hour)=169

AKTS CREDIT COURSE = Total Work Load(hour)/(30 hours/AKTS)= 168/30 = 5,6≅6

Contribution of Learning Outcomes to Programme Outcomes

Learning Outcomes Programme Outcomes

PO PO PO PO PO PO PO PO PO PO PO PO
1 2 3 4 5 6 7 8 9 10 11 12

LO1 5 4 4 3 3 3 5 4 4 4 5 4
LO2 4 3 3 3 3 4 3 3 3 3 4 3
LO3 5 4 3 3 3 3 4 3 4 5 4 4
LO4 3 5 4 5 3 3 3 3 3 3 4 3
LO5 4 3 3 3 5 3 3 3 4 5 4 4
LO6 3 3 4 3 5 3 3 3 3 4 5 4

Contribution Level: 1 Very Low 2 Low 3 Medium 4 High 5 Very High