COURSE INFORMATION Course Title: PRINCIPLES OF MARKETING

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 205	B	3	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Teoman Duman , Tuesdays 13.00 - 14.30
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Compulsory
Classroom and Meeting Time:	Tuesdays and Wednesdays 14.30 - 17.30
Course Description:	Marketing is one of the most interesting fields of business. Today marketing is very challenging and demanding professionally. It requires not only a good grasp of marketing principles and understanding of the global environment, but also how the environment impacts the applicability of the marketing principles. The basic objective of this course is to investigate the marketing issues in a market perspective. Theories or issues related to marketing or global marketing will be presented and discussed. This course is intended to provide students with an understanding of marketing concepts. Emphasis will also be directed toward implications.
Course Objectives:	Goals of teaching this course include establishing a clear understanding of the marketing concept, its history and development in business environments, and functioning of pillars of marketing in business and other related environments.

COURSE OUTLINE

Week	Topics
1	Course introduction Chapter case demonstration by the instructor
2	1 Marketing: Creating Customer Value and Engagement p. 26 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships p. 62 Case presentation(s)
3	3 Analyzing the Marketing Environment p. 90 4 Managing Marketing Information to Gain Customer Insights p. 122 Case presentation(s)
4	5 Consumer Markets and Buyer Behavior p. 156 6 Business Markets and Business Buyer Behavior p. 186 Case presentation(s)
5	7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers p. 210 8 Products, Services, and Brands: Building Customer Value p. 242 Case presentation(s)
6	9 Developing New Products and Managing the Product Life Cycle p. 278 10 Pricing: Understanding and Capturing Customer Value p. 306 Case presentation(s)
7	Holiday (Nov. 28 (Wed.)-29 (Thu.)) Guest lecturer Case presentation(s)
8	Mid-term exam
9	Holiday (Dec. 10 (Mon.)) Chapter 11- Pricing Strategies Chapter 12 - Marketing Channels: Delivering Customer Value Case presentation(s)
10	Chapter 13 - Retailing and Wholesaling Chapter 14 - Communicating Customer Value: Integrated Marketing Case presentation(s)
11	Chapter 15 Advertising and Public Relations Chapter 16 - Personal Selling and Sales Promotion Case presentation(s)
12	Chapter 17 - Direct and Online Marketing: Building Direct Customer Relationships Chapter 18 - Creating Competitive Advantage Case presentation(s)
13	Chapter 19 - The Global Market Place Chapter 20 - Sustainable Marketing: Social Responsibility and Ethics Case presentation(s)
14	Wrap-up Case presentation(s)

Prerequisite(s):	None
Textbook:	Kotler, G. and Armstrong, G. (2018). Principles of Marketing 17E. Pearson: Upper Saddle River, New Jersey, USA.
Other References:
Laboratory Work:
Computer Usage:	MS Office
Others:	No

COURSE LEARNING OUTCOMES

1	Define marketing concept and discuss the role of marketing in business
2	Comprehend the roles and functioning of 7 Ps in business marketing
3	Evaluate how companies use marketing to develop products and reach customers
4	Propose solutions to basic marketing problems in businesses

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Business Informatics (3 years) Program
1	Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics.	5
2	Apply key theories to practical problems within the global business context.	5
3	Demonstrate ethical, social, and legal responsibilities in organizations.	5
4	Develop an open minded-attitude through continuous learning and team-work.	5
5	Integrate different skills and approaches to be used in decision making and data management.	5
6	Combine computer skills with managerial skills, in the analysis of large amounts of data.	5
7	Provide solutions to complex information technology problems.	5
8	Recognize, analyze, and suggest various types of information-communication systems/services that are encountered in everyday life and in the business world.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Case Study	1	30
Final Exam	1	30
Attendance		10
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	13	2	26
Hours for off-the-classroom study (Pre-study, practice)	13	1	13
Mid-terms	1	1	1
Assignments	6	7	42
Final examination	1	1	1
Other	6	7	42
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5