Information Package / Course Catalogue
Principles of Marketing
Course Code: HIT106
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 4
Objectives of the Course

Objectives of thecoursearetoinformstudentsaboutthefundamentals of marketingandtounderstandmarketing’sposition in thenewcompetitiveenvironment, whichhaveappearedduetotheeffects of factorssuch as globalizationandthedevelopments in informationcommunicationtechnologies.

Course Content

The scope of this course, the marketing concept and development process is examined. Marketing objectives and product, price, distribution and promotion (4C) are examined in detail the elements of the marketing mix. Globalization, global competition and the examples in this context, examines new approaches to marketing occurring.

Name of Lecturer(s)
Learning Outcomes
1.1. Learning the basic concepts of marketing,
2.2. To understand the developmental processes of marketing,
3.Learninh environmental factors
4.Learning the analysis of macro and micro environmental factors
5.To learn the relations between marketing and environment
Recommended or Required Reading
1.1. Pazarlama, Prof. Dr. İ. Çağlar ve Yrd. Doç. Dr. S. Kılıç, Nobel Yayınları
2.2. Pazarlama İlkeleri, Prof Dr. Mehmet Karafakıoğlu, Literatür Yayınları
3.3. Principles of Marketing, Philip Kotler ve Gary Armstrong.
Weekly Detailed Course Contents
Week 1 - Theoretical
Marketing Concept, Historical Development of Marketing
Week 2 - Theoretical
Peripheralfactorswhichaffectthemarketingsystem, market types.
Week 3 - Theoretical
Consumer Behaviour, Factorswhichaffectconsumerbehaviour
Week 4 - Theoretical
Marketing Information System, Marketing Mix
Week 5 - Theoretical
Productsandservices
Week 6 - Theoretical
New Product Development andPositioning
Week 7 - Theoretical
Price, Importance of Pricing, Methods of Pricing
Week 8 - Intermediate Exam
Mid-termexamination
Week 9 - Theoretical
Distribution Channel Concept, Types of Distribution Channels
Week 10 - Theoretical
Relationships in thePromotionMix
Week 11 - Theoretical
PromotionMix, PromotionandtheConcept of Marketing Communication
Week 12 - Theoretical
PublicRelations, Development Process of PublicRelations,
Week 13 - Theoretical
PublicRelations Role in the Marketing Mix, Marketing PublicRelations (MPR)
Week 14 - Theoretical
New Approaches in Marketing; Direct Marketing, Database Marketing, Guerilla Marketing, Word of Mouth Marketing ect.
Week 15 - Theoretical
New Approaches in Marketing; Direct Marketing, Database Marketing, Guerilla Marketing, Word of Mouth Marketing ect.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Midterm Examination113114
Final Examination115116
TOTAL WORKLOAD (hours)100
Contribution of Learning Outcomes to Programme Outcomes