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 Online
Teaching Methods and Techniques of the Course Discussion
Case Study
Q&A
Lecture / 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;
  • explain core concepts of marketing
  • explain macro and micro environment of marketing
  • question core underlying reasons behind the behaviors of consumers
  • relate strategies of market segmentation, target marketing and positioning
  • evaluate marketing mix strategies and applications
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

 



Course Category

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 Core Concepts of Marketing Course Book - Chapter 1
2 Core Concepts of Marketing (contd.) Course Book - Chapter 1,2
3 Marketing Environment
4 Consumer Behavior Course Book - Chapter 5
5 Consumer Behavior (contd.) Course Book - Chapter 5
6 Midterm Exam
7 Segmentation, Targeting, Positioning Course Book - Chapter 7
8 Segmentation, Targeting, Positioning (contd.) Course Book - Chapter 7
9 Quiz
10 Marketing Mix: Product Strategies Course Book - Chapter 8,9
11 Marketing Mix: Pricing Strategies Course Book - Chapter 10, 11
12 Marketing Mix: Promotion Strategies Course Book - Chapter 14
13 Marketing Mix: Promotion Strategies (contd.) Course Book - Chapter 14
14 Marketing Mix: Distribution Strategies Course Book - Chapter 12, 13
15 Review of the Semester  
16 Review of the Semester  

 

Course Notes/Textbooks

Philip Kotler, Gary Armstrong (2017), Principles of Marketing, 17th ed., Pearson Education,, ISBN-10: 1292220287, ISBN-13: 978-1292220284

Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
-
-
Laboratory / Application
-
-
Field Work
Quizzes / Studio Critiques
1
20
Portfolio
Homework / Assignments
Presentation / Jury
Project
-
-
Seminar / Workshop
Oral Exams
Midterm
1
40
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
16
3
48
Field Work
0
Quizzes / Studio Critiques
1
17
17
Portfolio
0
Homework / Assignments
0
Presentation / Jury
0
Project
-
-
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
25
25
Final Exam
1
30
30
    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.

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.

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.   

X
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.

X
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.

X
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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