Principles of Marketing
Public Relations and Publicity
Faculty of Communication
First Cycle (Bachelor's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Principles of Marketing | HIT207 | Compulsory | Bachelor's degree | 2 | Fall | 4 |
Name of Lecturer(s)
Associate Prof. Dr. Nihal TAŞOĞLU
Learning Outcomes of the Course Unit
1) Recognizes basic marketing terms.
2) Comprehends the relationship between marketing and environment.
3) Comprehends the relationship between marketing and business.
4) Comprehends consumer behavior
5) Recognizes relationship marketing
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||
| Learning Outcomes | ||||||||||
| 1 | Middle | Middle | Middle | Middle | Middle | High | High | High | High | |
| 2 | High | High | High | Middle | Middle | High | High | High | High | |
| 3 | Middle | High | High | High | High | High | High | High | High | |
| 4 | Middle | High | High | High | High | High | High | High | High | |
| 5 | High | High | High | Middle | Middle | Middle | High | Middle | High | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Direct Sales and Communication
Course Contents
In this course marketing defined, marketing process, marketing environment, consumer behavior, product, price, place, promotion, advertising, public relations, sales promotion and personal selling issues will be examined.
Weekly Schedule
1) Marketing Defined2) History of marketing
3) Marketing mix (product, price, place, promotion)
4) Marketing Environment
5) Segmentation, Targeting and Positioning
6) Marketing Research
7) Marketing Communication
8) Mid-term exam
9) Advertising
10) Public Relations
11) Sales Promotion
12) Personal Selling
13) Direct Marketing
14) Ethics
15) International Marketing
16) Final Exam
Recommended or Required Reading
1- Kotler, Philip ve Armstrong, Gary (2010). Principles of Marketing. London: Perason Publ.
Blythe, Jim. (2001). Essentials of Marketing. London: Pearson Publ.
Yükselen, Cemal. (2010). Pazarlama – İlkeler, Yönetim, Örnek Olaylar. Ankara: Detay Yay.
Kotler, Philip. (2004). Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri. İstanbul: Optimist Yay.
Kotler, Philip. (2005). A’dan Z’ye Pazarlama. İstanbul: Kapital Medya.
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Case Study
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
40% |
|---|---|
Contribution of Final Examination to Course Grade |
60% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required