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 | DiscussionCase StudyQ&ALecture / Presentation | |||||
| 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;
|
| 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 |
|
|
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 |
| 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 | Case Study | |
| 9 | Midterm | |
| 10 | Customer Value-Driven Strategy and Mix (contd.) | Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNIT 10 - 11 |
| 11 | CRM and Sales Management | Guest Speaker |
| 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 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | Kotler and Armstrong, Principles of Marketing 17 th ed., Pearson. |
| 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. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest