GRADUATE SCHOOL
Master of Business Administration - Distance Learning (e-MBA) (English)
EBA 515 | Course Introduction and Application Information
| Course Name |
Marketing
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
EBA 515
|
Fall
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
Second Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course is an introduction to marketing. It aims to make students acquainted with the basic principles of marketing by introducing the concepts of marketing, marketing environments, consumer behavior, target market selection, and marketing mix. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course consists of the topics: the understanding of marketing, marketing environment, consumer behavior, segmentation, targeting and positioning strategies, and marketing mix (product, pricing, place and marketing communication) strategies. |
|
|
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 and Introduction to marketing; basic concepts | Syllabus Review Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 1 |
| 2 | The Changing Marketing Landscape: Major Trends Marketing Plan and Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 2 |
| 3 | Understanding the Marketing Environment | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 3 |
| 4 | Understanding Consumers | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 5 |
| 5 | Understanding Consumers (cont) | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 5 |
| 6 | Application 1 | |
| 7 | Segmentation, Targeting and Positioning Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 7 |
| 8 | Segmentation, Targeting and Positioning Strategies (cont) | Kotler and Keller, Marketing Management, 2016, 15th Edition, Pearson EducationKotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 7 |
| 9 | Marketing Mix: Product Strategies | Kotler and Keller, Marketing Management, 2016, 15th Edition, Pearson EducationKotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 8 |
| 10 | Marketing Mix: Product Strategies- New Product Development | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 9 |
| 11 | Application 2 | |
| 12 | Marketing Mix: Pricing Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 10-11 |
| 13 | Marketing Mix: Distribution Strategies | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 12-13 |
| 14 | Marketing Mix: Communication Strategies | KKotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 14 |
| 15 | Review of the Semester | |
| 16 | Final Sınavı |
| Course Notes/Textbooks | BA 515: Kotler and Armstrong, Principles of Marketing 17 th ed., Pearson. ISBN 10: 1-292-22017- 8 ISBN13: 978-1-292-22017- 8 |
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury | ||
| Project | ||
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam |
1
|
80
|
| Total |
| Weighting of Semester Activities on the Final Grade |
1
|
20
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
80
|
| 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
|
1
|
16
|
| Study Hours Out of Class |
16
|
2
|
32
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
2
|
5
|
10
|
| Presentation / Jury |
0
|
||
| Project |
0
|
||
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
1
|
44
|
44
|
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to demonstrate general business knowledge and skills. |
X | ||||
| 2 | To be able to demonstrate business communication skills effectively. |
X | ||||
| 3 | To be able to deliver creative and innovative solutions to the business-related problems. |
X | ||||
| 4 | To be able to evaluate the performance of business organizations through a holistic approach. |
X | ||||
| 5 | To be able to take a critical perspective in evaluating business knowledge. |
X | ||||
| 6 | To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions. |
X | ||||
| 7 | To be able to solve business related problems using analytical and technological tools and techniques. |
X | ||||
| 8 | To develop a solution to business problems through systematic research. |
X | ||||
| 9 | To be able to use a foreign language to follow information about the field of business and participate in discussions in academic environments. |
X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest