Introduction to Marketing

Course Code:

BBA 261

Course Period:

Spring

Course Type:

Core

P:

3

Lab:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

Course Objectives:

The aim of this course is to teach the basic concepts and theories related to marketing and to explain the marketing world and the theories which the marketing strategies are based on.

Course Content:

Factors to be considered in marketing decisions, marketing components, consumer behavior, segmentation, target market and positioning principles. Marketing management in the process of creating a global brand, the necessary technical and skills for strategy development, market research, promotion and pricing, theoretical approaches to provide competitive advantage and case studies.

Course Methodology:

1: Lecture, 2: Question-Answer, 3: Discussion, 4:Case Analysis, 5: Workshop, 6: Problem Solving

Course Evaluation Methods:

A: Exam , B: Presentation, C: Assignments, D: Projects

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
Basic marketing principles	2,3,4	1,2,3,4	A,C
Analyzing the factors which effect the marketing management	2,3,4	1,2,3,4	A,C
Analyzing micro and macro factors which effect the marketing environment	2,3,4	1,2,3,4	A,C
Analyzing Customer Behavior	2,3,4	1,2,3,4

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction + Syllabus
2	Defining Marketing for the New Realities	Book Chapter, In Class Readings&Assignments
3	Developing Marketing Strategies and Plans	Book Chapter, In Class Readings&Assignments
4	Marketing Environment	Book Chapter, In Class Readings&Assignments
5	Conducting Marketing Research	Book Chapter, In Class Readings&Assignments
6	Creating Long-Term Loyalty Relationships	Book Chapter, In Class Readings&Assignments
7	MIDTERM EXAM
8	Analyzing Consumer Markets	Book Chapter, In Class Readings&Assignments
9	Analyzing Consumer Markets -continued	Book Chapter, In Class Readings&Assignments
10	Analyzing Business Markets	Book Chapter, In Class Readings&Assignments
11	Tapping into Global Markets	Book Chapter, In Class Readings&Assignments
12	Tapping into Global Markets- continued	Book Chapter, In Class Readings&Assignments
13	Market Segmentation, Targeting and Positioning	Book Chapter, In Class Readings&Assignments
14	Market Segmentation, Targeting and Positioning -continued	Book Chapter, In Class Readings&Assignments
15	Review
16	Final Exam

Recommended Sources

RECOMMENDED SOURCES
Textbook	Marketing Management by Philip Kotler and Kevin Lane Keller (2019) Fifteenth Edition Pearson.
Additional Resources	Principles of Marketing by Kotler P. & G.Armstrong (2013) Prentice-Hall International, Inc

Material Sharing

MATERIAL SHARING
Documents	Course slides via COADSYS, In class readings.
Assignments	5 Individual Assignments
Exams	1 Midterm, 1 Final

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-term	1	35
Assignments	5	20
Final	1	45
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	Have the basic knowledge on legal, political, economic and social issues that cover the field of business administration science and specialties at international level.				x
2	Have the knowledge of English at international institutional level to communicate effectively in written and oral.			x
3	Improves entrepreneurship ability.		x
4	Reinforce theoretical knowledge with practice.			x
5	Associate the knowledge acquired in the sub-specialties of business science and reflect it in decision-making processes.				x
6	Work effectively within the team and take the initiative for the success of the team.			x
7	Act in accordance with the principles of business ethics and social responsibility and fulfill their active citizenship duties.				x
8	Have the necessary knowledge to conduct independent study / project / research, evaluate their results, and produce creative solutions to problems.				x

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	3	48
Mid-terms	1	10	10
Assignments	5	4	20
Final examination	1	15	15
Total Work Load			141
Total Work Load / 25 (h)			5,64
ECTS Credit of the Course

2

Search form