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İzmir Ekonomi Üniversitesi

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    GRADUATE SCHOOL

    Master of Business Administration (MBA) (With Thesis)

    BA 515 | Course Introduction and Application Information

    Course Name
    Marketing
    Code
    Semester
    Theory
    (hour/week)
    Application/Lab
    (hour/week)
    Local Credits
    ECTS
    BA 515
    Fall/Spring
    3
    0
    3
    7.5

    Prerequisites
    None
    Course Language
    English
    Course Type
    Elective
    Course Level
    Second Cycle
    Mode of Delivery -
    Teaching Methods and Techniques of the Course Discussion
    Case Study
    Q&A
    Lecture / Presentation
    National Occupation Classification -
    Course Coordinator
    Course Lecturer(s)
    Assistant(s)
    Course Objectives This lecture is an introduction to marketing. The lecture aims to inform students about the basic principles of marketing by introducing the concepts of marketing plans, consumer behavior, target market selection, marketing mix.
    Learning Outcomes

    The students who succeeded in this course;

    • Define key marketing concepts and skills.
    • Explain micro and macro marketing environment.
    • Discuss core underlying reasons behind the behaviors of consumers.
    • Develop marketing strategies (segmentation, targeting and positioning) to achieve company’s objectives.
    • Make marketing decisions related to marketing mix elements to satisfy customer needs profitably.
    Course Description This lecture consists of the subtitles of the evolution of Marketing, Marketing environment, consumer behavior, target market definition, segmentation, positioning and marketing mix strategies. 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
    Related Sustainable Development Goals

     



    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 Introduction to the Course and Introduction to Marketing; Basic Concepts 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 & Debate
    5 Segmentation, Targeting and Positioning Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 7
    6 Segmentation, Targeting and Positioning Strategies (contd) Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 7
    7 Customer Value-Driven Strategy and Mix  Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 8-9
    8 Ramadan Feast (Public Holiday) Make-up class will be announced.
    9 Midterm
    10 Customer Value-Driven Strategy and Mix (contd.) Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 10 - 11
    11 Marketing Campaign Planning
    12 Customer Value-Driven Strategy and Mix (contd.) Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 12-13
    13 Customer Value-Driven Strategy and Mix (contd.) Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 14
    14 Contemporary Topics in Marketing & Presentations
    15 Group Project Presentations
    16 Review of the Semester

     

    Course Notes/Textbooks

    Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education, 19th edition. (2024)
    Suggested Readings/Materials

     

    EVALUATION SYSTEM

    Semester Activities Number Weigthing
    Participation
    Laboratory / Application
    Field Work
    Quizzes / Studio Critiques
    Portfolio
    Homework / Assignments
    1
    40
    Presentation / Jury
    1
    20
    Project
    Seminar / Workshop
    Oral Exams
    Midterm
    1
    40
    Final Exam
    Total

    Weighting of Semester Activities on the Final Grade
    3
    100
    Weighting of End-of-Semester Activities on the Final Grade
    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
    4
    56
    Field Work
    0
    Quizzes / Studio Critiques
    0
    Portfolio
    0
    Homework / Assignments
    1
    10
    10
    Presentation / Jury
    1
    36
    36
    Project
    0
    Seminar / Workshop
    0
    Oral Exam
    0
    Midterms
    1
    74
    74
    Final Exam
    0
        Total
    224

     

    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 able to master the state-of-the-art literature in the area of specialization.
    -
    -
    X
    -
    -
    3

    To be able to evaluate the performance of business organizations through a holistic approach.
    -
    -
    -
    -
    -
    4

    To be able to effectively communicate scientific ideas and research results to diverse audiences.
    -
    -
    -
    -
    -
    5

    To be able to deliver creative and innovative solutions to business-related problems.
    -
    -
    -
    -
    X
    6

    To be able to solve business related problems using analytical and technological tools and techniques.
    -
    -
    -
    -
    -
    7

    To be able to take a critical perspective in evaluating business knowledge.
    -
    -
    -
    -
    X
    8

    To be able to exhibit an ethical and socially responsible behavior in conducting research and making business decisions.
    -
    -
    -
    -
    -
    9

    To be able to carry out a well-designed independent and empirical research.
    -
    -
    -
    -
    -
    10

    To be able to use a foreign language to follow information about the field of finance and participate in discussions in academic environments.

    -
    -
    -
    -
    -

    *1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

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