VOCATIONAL SCHOOL
Department of Marketing (Turkish)
MPAZ 101 | Course Introduction and Application Information
| Course Name |
Principles of Marketing
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
MPAZ 101
|
Fall
|
3
|
0
|
3
|
4
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Short Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Basics, methods and strategies of marketing will be taught in order to give industy-specific insights. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course consists of the definition of marketing, basic concepts on marketing, new trends in marketing, marketing environment, market segmentation and marketing mix strategies, sales management and personal sales. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course | |
| 2 | History of marketing in theory and practice | Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., et al. (2010). Marketing: A Critical Textbook. London: SAGE. Shaw, E. H. (2009). Reflections on the history of marketing thought. Journal of Historical Research in Marketing, 1(2), 330–345. |
| 3 | Consumption as everyday act | Featherstone, M. (2007). Consumer Culture and Postmodernism. London: SAGE. Paterson, M. (2009). Consumption and Everyday Life. London: SAGE. |
| 4 | Consumer behavior | Kotler, P., and Armstrong, G. (2018). Consumer markets and buyer behavior. In Principles of Marketing (156–185). New Jersey: Pearson Education. |
| 5 | Foundations of marketing and marketing environment | Kotler, P., and Armstrong, G. (2018). Marketing: Creating customer value and engagement. In Principles of Marketing (26–54). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Company and marketing strategy: Partnering to build customer engagement, value and relationship. In Principles of Marketing (74–83). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Analyzing the marketing environment. In Principles of Marketing (90–116). New Jersey: Pearson Education. |
| 6 | Segmentation, targeting and positioning strategies | Lamb, C. W., Hair, J. F., and McDaniel, C. (2017). Segmentation and targeting markets. In MKTG11: Principles of Marketing (136–151). 4LTR Press Online. |
| 7 | Midterm exam | |
| 8 | Marketing mix: Product | Kotler, P., and Armstrong, G. (2018). Products, services, and brands: Building customer value. In Principles of Marketing (242–277). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Developing new products and managing the product life cycle. In Principles of Marketing (278–305). New Jersey: Pearson Education. |
| 9 | Marketing mix: Price | Kotler, P., and Armstrong, G. (2018). Pricing: Understanding and capturing customer value. In Principles of Marketing (306–329). New Jersey: Pearson Education. Kotler, P., and Armstrong, G. (2018). Pricing strategies: Additional considerations. In Principles of Marketing (330–355). New Jersey: Pearson Education. |
| 10 | Marketing mix: Place | Kotler, P., and Armstrong, G. (2018). Marketing channels: Delivering customer value. In Principles of Marketing (356–389). New Jersey: Pearson Education. |
| 11 | Marketing mix: Promotion | Kotler, P., and Armstrong, G. (2018). Engaging consumers and communicating customer value: Integrated marketing communication strategy. In Principles of Marketing (422–449). New Jersey: Pearson Education. |
| 12 | Marketing and market research | Kotler, P., and Armstrong, G. (2018). Managing marketing information to gain customer insights. In Principles of Marketing (122–155). New Jersey: Pearson Education. |
| 13 | Neuromarketing | Erdemir, K. O. ve Yavuz, Ö. (2016). "Nöro Pazarlama"ya Giriş. İstanbul: Bilnet. |
| 14 | Brand management | Eser, Z., Korkmaz, S., & Öztürk, S. A. (2009). Pazarlama: Kavramlar, İlkeler, Kararlar. Ankara: Siyasal Kitabevi. |
| 15 | Review of the semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Eser, Z., Korkmaz, S., & Öztürk, S. A. (2009). Pazarlama: Kavramlar, İlkeler, Kararlar. Ankara: Siyasal Kitabevi. |
| Suggested Readings/Materials | Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., et al. (2010). Marketing: A Critical Textbook. London: SAGE. Erdemir, K. O. ve Yavuz, Ö. (2016). "Nöro Pazarlama"ya Giriş. İstanbul: Bilnet.
Featherstone, M. (2007). Consumer Culture and Postmodernism. London: SAGE.
Kotler, P. (2015). A’dan Z’ye Pazarlama. İstanbul: MediaCat Yayınları. Kotler, P., & Armstrong, G. (2005). Principles of Marketing. New Jersey: Prentice Hall. Lamb, C. W., Hair, J. F., and McDaniel, C. (2017). MKTG11: Principles of Marketing. 4LTR Press Online. Paterson, M. (2009). Consumption and Everyday Life. London: SAGE. Shaw, E. H. (2009). Reflections on the history of marketing thought. Journal of Historical Research in Marketing, 1(2), 330–345.
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury |
1
|
30
|
| Project |
1
|
15
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
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
|
2
|
32
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
1
|
15
|
15
|
| Project |
1
|
12
|
12
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
1
|
18
|
18
|
| Total |
125
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. |
X | ||||
| 2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. |
|||||
| 3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. |
X | ||||
| 4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. |
|||||
| 5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. |
X | ||||
| 6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. |
X | ||||
| 7 | To be able to communicate effectively in oral and written form. |
|||||
| 8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. |
|||||
| 9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. |
X | ||||
| 10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. |
|||||
| 11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. |
|||||
| 12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. |
X | ||||
| 13 | To be able to direct his/her education to a further level of education. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
