Information Package / Course Catalogue
Principles of Marketing
Course Code: HAT106
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: 2
Objectives of the Course

Basic principles of marketing are taught. Explain to students is position of marketing depend on development of globalization and communication technologies.

Course Content

Marketing Concept, Marketing Process, Marketing Objectives, Marketing Management, 4 P of Marketing (product, price, place and promotion efforts), Globalization, Global Competition and the Changes That Occur in Marketing

Name of Lecturer(s)
Lec. Nurdanur TAVLAN SOYDAN
Learning Outcomes
1.To be able to learn the basic concepts of marketing.
2.To be able to comprehend the developmental processes of marketing.
3. To be able to understand the external and internal factors of marketing.
4.To be able to analyse the marketing mix and consumer purchasing behaviours.
5.To be able to understand the process of marketing problems and find solutions.
Recommended or Required Reading
1.Principles of Marketing, Mucuk, İ., İstanbul, 2009.
2.Principles of Marketing (Policies - Strategies - Tactics), Tekin, V., Ankara, 2006.
Weekly Detailed Course Contents
Week 1 - Theoretical
Marketing Concept, Historical Development of Marketing
Week 2 - Theoretical
Environmental Factors Affecting Marketing System, Market Types
Week 3 - Theoretical
Consumer Behavior, Factors Affecting Consumer Behavior
Week 4 - Theoretical
Marketing Information System, Marketing Mix (4P)
Week 5 - Theoretical
Goods and Services
Week 6 - Theoretical
New Product Development and Positioning
Week 7 - Theoretical
Price, Importance of Price
Week 8 - Theoretical
Pricing Methods
Week 9 - Theoretical
Macro and Micro Environmental Factors, Industrial Consumer
Week 10 - Theoretical
Distribution, Distribution Channel Concept, Types of Distribution Channel, Distribution Channel Relationships
Week 11 - Theoretical
Promotion Mix, Promotion and Marketing Communication Concepts
Week 12 - Theoretical
Public Relations, History of Public Relations, Models of Public Relations
Week 13 - Theoretical
Place of Public Relations in Marketing Mix, Marketing Business Public Relations (MPR)
Week 14 - Theoretical
New Approaches of Marketing, Direct Marketing, Database Marketing, Guerilla Marketing, Word of Mouth Marketing.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Midterm Examination1213
Final Examination1415
TOTAL WORKLOAD (hours)50
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
OÇ-1
4
2
2
3
1
1
2
3
1
OÇ-2
3
2
2
2
1
1
3
2
1
OÇ-3
3
3
2
2
1
2
4
4
1
OÇ-4
4
3
3
2
1
3
4
4
2
OÇ-5
5
5
4
3
1
3
2
4
1
Adnan Menderes University - Information Package / Course Catalogue
2026