Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
4MAN204Marketing Principles3+0+03431.10.2026
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program Political Science and International Relations
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course Upon satisfactory completion of this course competency, a student should have the ability to explain the importance of marketing in value creation, explain the environment in which marketing organizations operate, analyse the basis for segmenting a market, analyse the components of the marketing mix and apply the components in making marketing decisions.
Course Content This course examines the fundamental concepts in marketing. The course focuses on toolsand methods used to examine marketing environments, understand consumer andorganizational buying behavior, segment markets and position products, develop new products, manage existing products and promote price and place products.
Course Methods and Techniques Lectures, Case Discussions, Homework
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr. Ahmet Çetindaş
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education.
Course Notes *Principles of Marketing, Global Edition, Philip T. Kotler , Gary Armstrong
*Course notes

Course Category
Field %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 3 45
Hours for off-the-c.r.stud 2 20 40
Assignments 2 10 20
Mid-terms 1 15 15
Project 1 10 10
Final examination 1 20 20
Total Work Load   Number of ECTS Credits 5 150

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 To introduce the marketing concept and their applications to organizations. Pazarlama kavramını ve bu kavramın kuruluşlardaki uygulamalarını tanıtmak.
2 To classify the marketing functions
3 To understand the concept of product planning and development
4 To identify the major channels of distribution.
5 To understand the concept of advertising, sales promotion and personal selling.
6 To identify the factors affecting product pricing decisions.
7 To understand the concept of consumer and organizational buying behavior.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 The role of marketing: Introduction, Market sizei growth and share, Consumer markets and industrial markets *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
2 The role of marketing: Marketing approaches, Marketing plans *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
3 Marketing planning: The ethics of marketing, Porter’s Five Forces analysis, Marketing objectives and corporate objectives *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
4 Marketing planning: The role of market research, Primary and secondary research *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
5 Marketing mix: Product, New product design and development, Product life cycle, *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
6 Marketing mix: Product, Boston Matrix – product portfolio analysis, Branding *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
7 Marketing mix: Price, Factors determining the price decision, Pricing strategies *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
8 VİZE W.D. Perreault, J. P. Cannon ve E.J. Mccarthy, “Pazarlamanının Temelleri” Nobel Akademik Yayıncılık
9 Marketing mix: Promotion, Promotional objectives, Above the line and below the line promotion stratgeies, Sales promotion, Promotion mix. *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
10 Marketing mix: Sales promotion, Promotion mix. *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
11 Marketing mix: Place, Location *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
12 Marketing mix: Place, Distribution channels, *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
13 Marketing mix: Place, Supply chain management *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
14 E-commerce *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes
15 Global Marketing *Kotler, P. ve Armstrong, G. (2023). Principles of marketing (Global 18. baskı). Pearson Education. *Course notes

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 1 3 2 5 3 2 3 2 2 2
C2 1 2 1 4 3 1 2 1 1 1
C3 1 3 2 4 3 3 2 2 2 2
C4 1 2 1 4 3 1 2 2 1 1
C5 1 3 3 4 3 3 5 3 2 2
C6 1 4 2 5 3 1 2 1 2 2
C7 1 4 3 5 4 2 3 4 2 2

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant