FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
BA 201 | Course Introduction and Application Information
| Course Name |
Principles of Marketing
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
BA 201
|
Spring
|
3
|
0
|
3
|
6
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Required
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | This introduction to marketing course aims to inform students about the basic principles of marketing by introducing the key concepts of marketing, consumer behavior, target market selection, positioning and marketing mix strategies. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course consists of detailed investigations of the topics of the basic concepts of marketing, marketing environment, consumer behavior, segmentation, targeting, positioning, product development, pricing, place and promotion strategies. P.S. 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 |
|
|
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 and Course Orientation | |
| 2 | Core Concepts of Marketing | Course Book - Chapter 1 |
| 3 | Core Concepts of Marketing (contd.) | Course Book - Chapter 1,2 |
| 4 | Marketing Environment | Course Book - Chapter 3 |
| 5 | Consumer Behavior | Course Book - Chapter 5 |
| 6 | Segmentation, Targeting, Positioning | Course Book - Chapter 7 |
| 7 | Marketing Mix: Product Strategies | Course Book - Chapter 8 |
| 8 | Midterm (Week of 15 April 2024) | |
| 9 | Marketing Mix: New Product Strategies | Course Book – Chapter 9 |
| 10 | Marketing Mix: Distribution Strategies | Course Book - Chapter 12, 13 |
| 11 | Marketing Mix: Promotion Strategies | Course Book - Chapter 14 |
| 12 | Application: Case Study on Marketing Mix (Week of 13 May 2024) | |
| 13 | Marketing Mix: Pricing Strategies | Course Book - Chapter 10, 11 |
| 14 | Contemporary Topics in Marketing: Digital Marketing, Sustainable and Ethical Marketing | Course Book - Chapter 17, 20 |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Principles of Marketing, 18th. ed. P.Kotler- G. Armstrong, Pearson,2020
ISBN Textbook : 9781292341132
ISBN Textbook + Pearson Horizon Access: 9781292374338
|
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
-
|
-
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
30
|
| Presentation / Jury | ||
| Project |
-
|
-
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
30
|
| Final Exam |
1
|
40
|
| Total |
| Weighting of Semester Activities on the Final Grade |
2
|
60
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
40
|
| 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
|
0
|
|
| Study Hours Out of Class |
14
|
3
|
42
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
10
|
10
|
| Presentation / Jury |
0
|
||
| Project |
-
|
-
|
0
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
25
|
25
|
| Final Exam |
1
|
43
|
43
|
| Total |
168
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
|||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
|||||
| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
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| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
|||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
|||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
|||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
|||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
|||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
|||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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