FACULTY OF BUSINESS
Department of Business Administration
BA 201 | Course Introduction and Application Information
Course Name |
Principles of Marketing
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
BA 201
|
Spring
|
3
|
0
|
3
|
6
|
Prerequisites |
None
|
|||||
Course Language |
English
|
|||||
Course Type |
Required
|
|||||
Course Level |
First Cycle
|
|||||
Mode of Delivery | face to face | |||||
Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) |
Course Objectives | This introduction to marketing course aims to inform students about the basic principles of marketing by introducing the key concepts of marketing, consumer behavior, target market selection, positioning and marketing mix strategies. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | This course consists of detailed investigations of the topics of the basic concepts of marketing, marketing environment, consumer behavior, segmentation, targeting, positioning, product development, pricing, place and promotion strategies. P.S. All academic work undertaken at Izmir University of Economics is subject to the “Universities’ Academic Honesty Codes and Regulations”. For details, please see: http://isl.ieu.edu.tr/en/akademik-durustluk |
|
Core Courses | |
Major Area Courses |
X
|
|
Supportive Courses | ||
Media and Management Skills Courses | ||
Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week | Subjects | Related Preparation |
1 | Introduction and Course Orientation | |
2 | Core Concepts of Marketing | Course Book - Chapter 1 |
3 | Core Concepts of Marketing (contd.) | Course Book - Chapter 1,2 |
4 | Marketing Environment | Course Book - Chapter 3 |
5 | Consumer Behavior | Course Book - Chapter 5 |
6 | Segmentation, Targeting, Positioning | Course Book - Chapter 7 |
7 | Marketing Mix: Product Strategies | Course Book - Chapter 8 |
8 | Midterm (Week of 15 April 2024) | |
9 | Marketing Mix: New Product Strategies | Course Book – Chapter 9 |
10 | Marketing Mix: Distribution Strategies | Course Book - Chapter 12, 13 |
11 | Marketing Mix: Promotion Strategies | Course Book - Chapter 14 |
12 | Application: Case Study on Marketing Mix (Week of 13 May 2024) | |
13 | Marketing Mix: Pricing Strategies | Course Book - Chapter 10, 11 |
14 | Contemporary Topics in Marketing: Digital Marketing, Sustainable and Ethical Marketing | Course Book - Chapter 17, 20 |
15 | Review of the Semester | |
16 | Final Exam |
Course Notes/Textbooks | Principles of Marketing, 18th. ed. P.Kotler- G. Armstrong, Pearson,2020
ISBN Textbook : 9781292341132
ISBN Textbook + Pearson Horizon Access: 9781292374338
|
Suggested Readings/Materials |
EVALUATION SYSTEM
Semester Activities | Number | Weigthing |
Participation |
-
|
-
|
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments |
1
|
30
|
Presentation / Jury | ||
Project |
-
|
-
|
Seminar / Workshop | ||
Oral Exams | ||
Midterm |
1
|
30
|
Final Exam |
1
|
40
|
Total |
Weighting of Semester Activities on the Final Grade |
2
|
60
|
Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
Total |
ECTS / WORKLOAD TABLE
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
Study Hours Out of Class |
14
|
3
|
42
|
Field Work |
0
|
||
Quizzes / Studio Critiques |
0
|
||
Portfolio |
0
|
||
Homework / Assignments |
1
|
10
|
10
|
Presentation / Jury |
0
|
||
Project |
-
|
-
|
0
|
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
1
|
25
|
25
|
Final Exam |
1
|
43
|
43
|
Total |
168
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
1
|
2
|
3
|
4
|
5
|
||
1 | To be able to solve problems with an analytical and holistic viewpoint in the field of business administration. |
X | ||||
2 | To be able to present the findings and solutions to the business problems in written and oral formats. |
X | ||||
3 | To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels. |
|||||
4 | To be able to use innovative and creative approach for real-life business situations. |
X | ||||
5 | To be able to demonstrate leadership skills in different business situations. |
|||||
6 | To be able to interpret the reflections of new technologies and softwares to business dynamics. |
|||||
7 | To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective. |
|||||
8 | To be able to act in accordance with the scientific and ethical values in studies related to business administration. |
|||||
9 | To be able to work efficiently and effectively as a team member. |
|||||
10 | To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions. |
|||||
11 | To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
|||||
12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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