Course Name Code Semester T+U Hours Credit ECTS
Marketing Principles HIR 315 5 3 + 0 3 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Compulsory
Course Coordinator Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN
Course Lecturers Dr.Öğr.Üyesi TUBA ÇEVİK ERGİN,
Course Assistants
Course Category Field Proper Education
Course Objective

This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles that underpin the marketing process

Course Content

Understand the concept and process of marketing

 

Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association; satisfying customer needs and wants; value and

satisfaction; exchange relationships; the changing emphasis of marketing

 

Marketing concept: evolution of marketing; marketing orientations; societal issues and

emergent philosophies; customer and competitor orientation; efficiency and effectiveness;

limitations of the marketing concept

 

Marketing process overview: marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; plans to include target markets and marketing mix; scope of marketing

 

Costs and benefits: links between marketing orientation and building competitive advantage;benefits of building customer satisfaction; desired quality; service and customer care;relationship marketing; customer retention; customer profitability; costs of a too narrow marketing focus

 

2) Be able to use the concepts of segmentation, targeting and positioning

 

Macro environment: environmental scanning; political, legal, economic, socio-cultural,

ecological and technological factors

 

Micro environment: stakeholders (organisation’s own employees, suppliers, customers,

intermediaries, owners, financiers, local residents, pressure groups and competitors); direct

and indirect competitors; Porter’s competitive forces

 

Buyer behaviour: dimensions of buyer behaviour; environmental influences; personal

variables – demographic, sociological, psychological – motivation, perception and learning;

social factors; physiological stimuli; attitudes; other lifestyle and life cycle variables; consumer and organisational buying

 

Segmentation: process of market selection; macro and micro segmentation; bases for

segmenting markets, (geographic, demographic, psychographic and behavioural); multivariable segmentation and typologies; benefits of segmentation; evaluation of segments and targeting strategies; positioning; segmenting industrial markets; size; value; standards; industrial classification

 

Positioning: definition and meaning; influence over marketing mix factors

 

 

3) Understand the individual elements of the extended marketing mix

 

Product: products and brands – features, advantages and benefits; the total product concept; product mix; product life cycle and its effect on other elements of the marketing mix; product strategy; new product development; adoption process

 

Place: customer convenience and availability; definition of channels; types and functions of

intermediaries; channel selection; integration and distribution systems; franchising; physical

distribution management and logistics; ethical issues

 

Price: perceived value; pricing context and process; pricing strategies; demand elasticity;

competition; costs, psychological, discriminatory; ethical issues

 

Promotion: awareness and image; effective communication; integrated communication

process (SOSTT + 4Ms); promotional mix elements; push and pull strategies; advertising

above and below the line including packaging; public relations and sponsorship; sales

promotion; direct marketing and personal selling; branding, internet and online marketing

 

The shift from the 4Ps to the 7Ps: product-service continuum; concept of the extended

marketing mix; the significance of the soft elements of marketing (people, physical evidence

and process management)

 

4 ) Be able to use the marketing mix in different contexts

 

Consumer markets: fast moving consumer goods; consumer durables; coordinated

marketing mix to achieve objectives

 

Organisational markets: differences from consumer markets; adding value through service;

industrial; non-profit making; government; re-seller

 

Services: nature and characteristics of service products (intangibility, ownership,

inseparability, perishability, variability, heterogeneity – the 7Ps); strategies; service quality;

elements of physical product marketing; tangible and intangible benefits

 

International markets: globalisation; cultural differences; standardisation versus adaptation;

the EU; benefits and risks; market attractiveness; international marketing mix strategies

 

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Understand the concept and process of marketing Lecture, Question-Answer, Discussion, Drilland Practice, Testing, Oral Exam, Homework, Project / Design,
2 Be able to use the concepts of segmentation, targeting and positioning Lecture, Question-Answer, Discussion, Drilland Practice, Testing, Oral Exam, Homework, Project / Design,
3 Understand the individual elements of the extended marketing mix Lecture, Question-Answer, Discussion, Drilland Practice, Testing, Oral Exam, Homework, Project / Design,
4 Be able to use the marketing mix in different contexts Lecture, Question-Answer, Discussion, Drilland Practice, Testing, Oral Exam, Homework, Project / Design,
Week Course Topics Preliminary Preparation
1 An Introduction to Marketing ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
2 Market Segmentation ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
3 Target Marketing ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
4 Positioning ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
5 Marketing Environment ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
6 Strategic Planning and Marketing ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
7 Ouiz-1 ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
8 MIDTERM ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
9 Marketing Mix-4P-PRODUCT ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
10 Marketing Mix-4P-PLACE ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
11 Marketing Mix-4P-PRICE ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
12 Marketing Mix-4P-PROMOTION ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
13 Quiz -2 ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
14 Service Marketing ‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk Principles of Marketing, Philip Kotler, Gary Armstrong
Resources
Course Notes
Course Resources

Principles of Marketing, Philip Kotler, Gary Armstrong

‘Pazarlama İlkeleri’, Prof. Dr. İsmet Mucuk

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Knows Pr and Advertising Theories X
3 Has social reponsibility X
4 Knows how to communicate effectively X
5 Creates Pr and Advertising projects. X
7 Manages media relations X
8 Creates persuasive messages by using images and words X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 70
1. Kısa Sınav 10
2. Kısa Sınav 10
3. Kısa Sınav 10
Total 100
1. Final 50
1. Yıl İçinin Başarıya 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 15 15
Quiz 3 5 15
Final examination 1 25 25
Total Workload 135
Total Workload / 25 (Hours) 5.4
dersAKTSKredisi 5