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
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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
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 | |||||
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 |
Total |
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 |