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
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.
Course Description 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 Content 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

 



Course Category

Core Courses
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 UNİT 1
2 The Changing Marketing Landscape: Major Trends Marketing Plan and Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 2
3 Understanding the Marketing Environment Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 3
4 Marketing Research Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 4
5 Understanding Consumers Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 5
6 Developing Segmentation, Targeting and Positioning Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 7
7 MIDTERM 1
8 Designing a Customer-Driven Marketing Mix Strategy: Product Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 8-9
9 Designing a Customer-Driven Marketing Mix Strategy:Pricing Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 10-11
10 Designing a Customer-Driven Marketing Mix Strategy: Distribution Channel Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 12-13
11 Designing a Customer-Driven Marketing Mix Srategy: Communication Strategies Kotler and Armstrong, Principles of Marketing, New Jersey: Pearson Education UNİT 14
12 Project Presentations
13 Project Presentations
14 MIDTERM 2
15 Review of the Semester  
16 Review of the Semester  

 

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
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
Presentation / Jury
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
2
60
Final Exam
Total

Weighting of Semester Activities on the Final Grade
4
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
Study Hours Out of Class
14
4
Field Work
Quizzes / Studio Critiques
Homework / Assignments
Presentation / Jury
Project
1
40
Seminar / Workshop
Oral Exam
Midterms
2
40
Final Exam
    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.

2

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

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.

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.

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