Information Package / Course Catalogue
Prıncıples Of Marketıng
Course Code: IYO201
Course Type: Required
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 4
Objectives of the Course

Giving information about the basic principles of marketing and marketing processes to the students.

Course Content

To be able to define the basic concepts and principles of marketing. To be able to define development process of marketing and contemporary marketing understanding.

Name of Lecturer(s)
Lec. Durmuş Ali KIZILYALÇIN
Learning Outcomes
1.To be able to learn concepts related to market and marketing
2.To be able to recognize marketing mix elements.
3.To be able to define the relations between marketing and environment
4. To be able to comprehend the concept of marketing, the features of customers and industrial markets
5.To be able to understand market segmentation and consumer behavior
Recommended or Required Reading
1.Mucuk İsmet (2010) Pazarlama İlkeleri, Türkmen Kitabevi
2.Tek Ömer Baybars (2006) Pazarlama İlkeleri, Beta Yayın.
Weekly Detailed Course Contents
Week 1 - Theoretical
Definition of marketing concept, explanation of basic concepts, development of marketing approach.
Week 1 - Preparation Work
Related chapter in the course book
Week 2 - Preparation Work
Related chapter in the course book
Week 3 - Theoretical
Strategic planning and strategic marketing plan
Week 3 - Preparation Work
Related chapter in the course book
Week 4 - Theoretical
Marketing information systems. Marketing research and marketing research process
Week 4 - Preparation Work
Related chapter in the course book
Week 5 - Theoretical
Market concept and characteristics of consumer and industrial markets.
Week 5 - Preparation Work
Related chapter in the course book
Week 6 - Theoretical
Market segmentation, positioning and selecting target markets.
Week 6 - Preparation Work
Related chapter in the course book
Week 7 - Theoretical
Product concept, product types and product strategies in marketing.
Week 7 - Preparation Work
Related chapter in the course book
Week 8 - Theoretical
Product mix, new product and product life cycle. Brand and branding strategies. Packaging.
Week 8 - Preparation Work
Related chapter in the course book
Week 9 - Preparation Work
Pricing: importance of price decisions, factors affecting pricing. Pricing objectives. Pricing policies and methods.
Week 9 - Intermediate Exam
Midterm Exam
Week 10 - Theoretical
Pricing: importance of price decisions, factors affecting pricing. Pricing objectives. Pricing policies and methods.
Week 10 - Preparation Work
Related chapter in the course book
Week 11 - Theoretical
Distribution: Distribution decisions. Basic distribution channels. Management of Distribution channels. Wholesale and retailing.
Week 11 - Preparation Work
Related chapter in the course book
Week 12 - Theoretical
Promotion: Promotional decisions and strategies; advertising, public relations, personal selling, sales promotion.
Week 12 - Preparation Work
Related chapter in the course book
Week 13 - Theoretical
Promotion: Personal selling and sale promotions.
Week 13 - Preparation Work
Related chapter in the course book
Week 14 - Preparation Work
Related chapter in the course book
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Midterm Examination115116
Final Examination117118
TOTAL WORKLOAD (hours)104
Contribution of Learning Outcomes to Programme Outcomes