Basic Information

Course Code:

BUSI 231

Course Name:

Introduction to Marketing

Language of Instruction:

English

Course Type:

Class

Course Level:

Bachelor

ECTS:

5.00

Instructor:

Dr. Öğr. Üyesi CEM KARAYALÇIN

Course Objectives

The primary aim of this course is to provide a broad overview of fundamental marketing concepts. The vital role of marketing in the consumer-company relationship is explored in the course

Course Content

This course aims to introduce business students to the system where products and services are matched with current and emerging consumer needs. From a strategic planning perspective, the course focuses on essential concepts and techniques necessary for identifying and evaluating profitable business opportunities for large and small organizations. The case study method is used to enhance students' analytical skills in a marketing context as they address challenges of change.

Prerequisites / Corequisites

None.

Course Books / Materials / Recommended Resources

Kotler, P. and Armstrong, G. (2018). Principles of Marketing, Global Edition, 17th Edition, Pearson.

Learning Outcomes

Code	Description
LO1	Explain the basic concepts and principles of marketing and the forces in the market.
LO2	Define marketing terms and vocabulary, principles and techniques used in marketing practice.
LO3	They will be able to use the marketing mix and the 4 P's of marketing.
LO4	Explain the marketing planning process and be able to apply this process to a specific business situation and the key elements of a marketing strategy.
LO5	Will be able to use time management, organization and presentation/communication skills.

Weekly Course Content

Week	Content
1	Introduction
2	Marketing: Creating Customer Value and Engagement
3	Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
4	Analyzing Marketing Environment
5	Managing Marketing Information to Gain Customer Insights
6	Consumer Markets and Buyer Behavior
7	Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8	Ara Sınav
9	Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
10	Products, Services, and Brands: Building Customer Value
11	Pricing: Understanding and Capturing Customer Value
12	Marketing Channels: Delivering Customer Value
13	Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
14	Advertising and Public Relations
15	Personal Selling and Sales Promotion – Direct, Online, Social Media, and Mobile Marketing
16	Final Exam

Workload Calculation

Activity	Count	Duration (Hours)	Total
Post-Class Individual Study	1	20.00	20.00
Midterm Exam/Preparation	1	40.00	40.00
Final Exam/Preparation	1	60.00	60.00
Research Presentation	1	30.00	30.00
Total Workload (Hours)			150
ECTS Credit (Workload / 25)			5

Assessment

#	Assessment Type	Contribution (%)
1	Midterm Exam	%30
2	Project	%30
3	Final Exam	%40
TOTAL		%100

PO - LO Matrix

PO \ LO	LO1	LO2	LO3	LO4	LO5
PO-1
PO-2
PO-3
PO-4
PO-5
PO-6
PO-7
PO-8
PO-9
PO-10
PO-11
PO-12

1

Low Contribution

2

Medium Contribution

3

High Contribution

Teaching and Learning Methods

#	Method Name	Description	Tools
1	Lecture (expository teaching), interactive discussion	Listening and taking notes.	Standard classroom technologies, multimedia tools (projector, computer, digital presentations)
2	Controversial Course	Listening and comprehension, critical thinking	Standard classroom technologies, multimedia tools, projector, computer, overhead projector
3	Brainstorming	The purpose of forming pairs is to ensure that they are open to innovation during the idea generation phase	Standard classroom technologies, multimedia tools, projector, computer, overhead projector

Academic Integrity and Artificial Intelligence

It includes violations of school integrity, but is not limited to cheating, plagiarism, but also handing over the work of others, using the work of a lecturer or someone else without permission. Any breach of integrity is a serious academic offense and is subject to disciplinary action.