Information Package / Course Catalogue
Principles of Marketing
Course Code: İY227
Course Type: Non Departmental Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

To provide information to the learners about the fundamental principles of marketing and current marketing problems.

Course Content

To provide information to the learners about the fundamental principles of marketing and current marketing problems.

Name of Lecturer(s)
Ins. Pınar GAYRET
Learning Outcomes
1.To be able to comprehend the fundamental concepts and principles related with marketing.
2.To be able to define the development process of marketing and the notion of marketing today.
3.To be able to define the relations between marketing and environment.
4.To be able to comprehend the concept of marketing and the features of customers and industrial markets.
5.To be able to recognize marketing information systems and marketing research practices.
6.To be able to explain marketing segmentation, positioning and selecting target markets.
Recommended or Required Reading
4.Today, the basics of marketing,Philip Kotler,2012
Weekly Detailed Course Contents
Week 1 - Theoretical
The Subject of Marketing, Development, Modern Marketing Management and Recent Developments
Week 2 - Theoretical
Marketing Environment, Strategic Marketing and Planning (macro environmental factors)
Week 3 - Theoretical
Marketing Environment, Strategic Marketing and Planning (micro environmental factors, Internal Factors Affecting Marketing), Internal Factors Affecting Marketing
Week 4 - Theoretical
Strategic Planning and Strategic Marketing Planning Process and Strategic Marketing Planning Process in Business
Week 5 - Theoretical
Environmental Analysis and Situation Analysis (SWOT Analysis)
Week 6 - Theoretical
Marketing research and marketing information system
Week 7 - Theoretical
Market and Consumer Types
Week 8 - Theoretical
Market Segmentation and Target Market Selection
Week 9 - Theoretical
Genel Tekrar
Week 10 - Theoretical
Product mix (Product related concepts, New Product Development Process and Product Life Cycle and Marketing Strategies)
Week 11 - Theoretical
Product mix (Product related concepts, New Product Development Process and Product Life Cycle and Marketing Strategies)
Week 12 - Theoretical
Product mix (Brand and Brand Strategy, Packaging, Service (Service) and Quality Standards) to teach
Week 13 - Theoretical
Price Mix (Price Mix, Importance of Price and Interest Groups Affecting Price Decisions)
Week 14 - Theoretical
Price Mix (Factors to be Considered in Pricing and Pricing Methods)
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141356
Practice Examination1246
Midterm Examination17613
TOTAL WORKLOAD (hours)75
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
PÇ-10
OÇ-1
2
3
4
2
2
3
2
4
2
3
OÇ-2
3
3
3
3
2
3
2
3
2
4
OÇ-3
3
3
4
3
2
4
3
3
3
4
OÇ-4
4
3
3
3
4
4
3
3
3
3
OÇ-5
3
3
3
3
3
3
4
2
3
3
OÇ-6
3
3
4
3
3
3
4
2
3
4
Adnan Menderes University - Information Package / Course Catalogue
2026