Introduction to Marketing

Course Code:

PRP 106

Course Period:

Autumn

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

4

Course Language:

English

Course Coordinator:

Nazlı ÇETİN GÜNDOĞDU

Courses given by:

Nazlı ÇETİN GÜNDOĞDU

Course Objectives:

Expanding students’ understanding of the marketing system and the basic marketing vocabulary; developing their conceptual and analytical skills; preparing students to think strategically about marketing in today’s global environment

Course Content:

A basic understanding of the marketing concept, the marketing mix, segmentation, targeting, positioning, customer value, branding, product development, services marketing, consumer behavior, product life cycle, and marketing ethics

Course Methodology:

1: Lecture, 2: Discussion, 6: Case Study, 15: Assignment

Course Evaluation Methods:

A: Testing, C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Course’s Contribution to Program	Teaching Methods	Assessment Methods
1) Develops an understanding of basic marketing activities and ways that marketing relates to other business activities.	2, 3, 4, 7,9	1, 2	A, C
2) Demonstrates an understanding of the processes of analyzing, segmenting, and targeting customers in both consumer and business markets.	1,	1, 2, 6	A, C
3) Develops an understanding of marketing strategies.	6, 7, 8,9,	1, 2, 6,	A, C
4) Describes different promotional tactics (advertising, personal selling, public relations, direct marketing, and sales promotion).	6, 7, 8, 9,	1, 2, 6	A, C
5) Understands the processes of product development, brand positioning, and brand management.	4	1, 2, 6,	A, C
6) Develops an awareness of social and ethical issues in marketing.		1, 2, 6	A, C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction to Marketing: Creating and Capturing Customer Value	Kotler, P. & Keller, K., Marketing Management
2	The Marketing Planning Process; The Marketing Mix (Product, Place, Promotion, and Price)	Kotler, P. & Keller, K., Marketing Management
3	The Product Life Cycle (Introduction, Growth, Maturity, and Decline)	Kotler, P. & Keller, K., Marketing Management
4	Building Competitive Advantage; Market Growth and Evolution; Niche Marketing/Mass Marketing	Kotler, P. & Keller, K., Marketing Management
5	Consumer Behavior: Societal and Psychological Influences on Consumer Behavior	Kotler, P. & Keller, K., Marketing Management
6	Consumer Behavior: Societal and Psychological Influences on Consumer Behavior continues	Kotler, P. & Keller, K., Marketing Management
7	Midterm Exam
8	Business-to-Business Marketing; Key Differences between B-to-C and B-to-B Marketing	Kotler, P. & Keller, K., Marketing Management
9	Segmenting, Targeting, and Positioning	Kotler, P. & Keller, K., Marketing Management
10	Product Strategy and Product Management	Kotler, P. & Keller, K., Marketing Management
11	New Product Development; Developing the Marketing Mix for a New Product	Kotler, P. & Keller, K., Marketing Management
12	Branding; Brand Image, Brand Equity and Ethical Issues in Marketing	Kotler, P. & Keller, K., Marketing Management
13	Services Marketing and Customer Satisfaction	Kotler, P. & Keller, K., Marketing Management
14	Final Discussion on Marketing	Kotler, P. & Keller, K., Marketing Management
15	General assessment
16	Final

Recommended Sources

RECOMMENDED SOURCES
Textbook	Kotler, Philip & Keller, Kevin Lane, Marketing Management, Pearson, New York, 2015.
Additional Resources	Chernov, Alexander & Kotler, Philip, Strategic Market Management, Cerebellum Press, New York, 2014. Clow, Kenneth E. & Baack, Donald E., Marketing Management: A Customer-Oriented Approach, Sage, New York, 2009. Grant, Robert M., Contemporary Strategy Analysis: Text and Cases, Wiley, New York, 2016. Mullins, John & Walker, Orville, Marketing Management: A Strategic Decision-Making Approach, McGraw-Hill, New York, 2012. Young, Antony, Brand Media Strategy: Integrated Communications Planning in the Digital Era, Palgrave Macmillan, New York, 2014.

Material Sharing

MATERIAL SHARING
Documents	https://yulearn.yeditepe.edu.tr/
Assignments
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	60
Assignment	1	40
Total
Contribution of Final Examination to Overall Grade		50
Contribution of In-Term Studies to Overall Grade		50
Total		100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	He/She knows research methods and techniques, and gains the scientific and analytical thinking skills that are necessary for the production of scientific knowledge.			X
2	He/She demonstrates a general understanding about the principles of communication and their application, and knows main theories and discourses about interpersonal communication, group communication, and the elements of effective corporate communication.				X
3	He/She has knowledge about social organizations and institutions, such as family, religion, education, and the development of science and technology.				X
4	He/She is capable of making effective presentations in English by using visual aids that are appropriate for oral speeches and meetings.		X
5	He/She is capable of doing research, setting objectives, defining the target audiences and the messages suitable for them, identifying appropriate channels, planning and managing events, and evaluating results, all of which is necessary for effective public relations practice.	X
6	He/She is equipped with knowledge and skills about the notion of marketing and all the elements of the marketing process, including advertising, public relations, sales promotions, direct marketing, and digital communication.			X
7	He/She comprehends the importance of practicing and developing the profession of public relations by holding ethical norms; she adopts corporate and professional loyalty as her personal responsibility and acts in accordance with proper etiquette and rules of conduct.				X
8	He/She tries to solve possible crises in organizations and to develop strategies that are in parallel with the emergent situation by evaluating all the political, economic, and technological developments that could affect the profession of public relations,					X
9	He/She comprehends mass communication theories and their relation with the communication professionals’ activities.		X
10	He/She comprehends the theoretical and conceptual relations between public relations and politics, applies it to real cases, and she/he is equipped with knowledge about national and international political cultures.	X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	20	2	40
Mid-terms	1	2	2
Final examination	1	14	14
Total Work Load			98
Total Work Load / 25 (h)			3,92
ECTS Credit of the Course			4

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