PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
PZR 137	PRINCIPLES OF MARKETING	4 + 1	1st Semester

COURSE DESCRIPTION

Course Level	Associate's Degree
Course Type	Compulsory
Course Objective	It aims that students can determine a marketing understanding by analyzing marketing environment of the company, evaluating marketing segments and determining proper segments as target market. It aims that students contribute; differentiating and positioning the product - determining prices and promotion, choosing appropriate distrubition channel by considering market structure, competition and aims of management .
Course Content	Marketing Concept, Marketing Scope and its Evolution, Modern Marketing Management, Strategic Planning in Marketing, Marketing Information System and Marketing Research, Consumer Behaviours, Target Market, Market Segmentation and Positioning, Product, Pricing, Distrubition and Promotion activites in the context of marketing facilities.
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	Analyzing the marketing activities of the firms and gaining the ability of internalizing the concepts that are learned.
2	Gaining the ability of improving oneself by understanding the relationship between marketing and other dicciplines and the functions of the planning, organizing, and control mechanisms.
3	Understand and pretend consumer behaviours, and using it in the shaping of marketing programmes.
4	Have a knowledge about data collecting techniques when faced with a marketing problem and apply this knowledges in practice.
5	Analyze marketing facilites of the company, to perceive the place of main components of marketing in marketing process, and have an ability of constructing marketing programmes.
6	Evaluate changes and the events that are lived in business world in the context of marketing, in a rational and judgemental aspects.

COURSE'S CONTRIBUTION TO PROGRAM

	PO 01	PO 02	PO 03	PO 04	PO 05	PO 06	PO 07	PO 08	PO 09	PO 10	PO 11	PO 12	PO 13
LO 001	5	4	3		2	4	2			2
LO 002	5	3	2	2		2	5	5		4
LO 003		5					3			5
LO 004	2				5	2				5
LO 005	5	4			3	2	5		2	5
LO 006		1					3	5	3	5
Sub Total	17	17	5	2	10	10	18	10	5	26
Contribution	3	3	1	0	2	2	3	2	1	4	0	0	0

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	5	70
Assignments	1	20	20
Mid-terms	1	20	20
Final examination	1	20	20
Total Work Load ECTS Credit of the Course			130

COURSE DETAILS

Select Year

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
PZR 137	PRINCIPLES OF MARKETING	4 + 1	1	Turkish	2016-2017 Fall

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Asts. Prof. Dr. ALİ ALPER AKGÜN	aakgun@pau.edu.tr		Course location is not specified.	%70

Goals		It aims that students can determine a marketing understanding by analyzing marketing environment of the company, evaluating marketing segments and determining proper segments as target market. It aims that students contribute; differentiating and positioning the product - determining prices and promotion, choosing appropriate distrubition channel by considering market structure, competition and aims of management .
Content		Marketing Concept, Marketing Scope and its Evolution, Modern Marketing Management, Strategic Planning in Marketing, Marketing Information System and Marketing Research, Consumer Behaviours, Target Market, Market Segmentation and Positioning, Product, Pricing, Distrubition and Promotion activites in the context of marketing facilities.

Topics

Weeks	Topics
1	Marketing Process an Overview- What is Marketing? Content of Marketing, Evolution of Marketing, Aims of Marketing
2	Marketing Environment
3	Marketing Research and Data Collecting Methods at Marketing Research; Survey, Experiment, Observation
4	Marketing Information System
5	Consumer Markets, Consumer Behaviours and Purchasing Decision Process
6	Industrial Markets and Purchasing Decision Process in the industrial markets
7	Market Segmentation and Target Market Strategies
8	Elements of Marketing Mix,Product Concept, Differences Between Services and Products, Classification of Products
9	Product Life Cycles, Chracteristics of New Product and Product Development Process
10	Brands, Advantages of Brands for both; producers and consumers, Description, functions and kinds of packages,
11	Price Concept, Factors that affect pricing, Changes in prices, pricing approaches and pricing strategies
12	Concept of Distrubition, Distrubition Channels and Intermediary, Reasons of using intermediaries in the business, Direct and Indirect distrubiton
13	Kinds of Intermediaries and Politics of Distrubition
14	Concept of Promotion, Increasing importance of promotion and its affects, Elements of Promotion and their chracteristics

Materials

Materials are not specified.

Resources

Resources	Resources Language
Pazarlama İlkeleri, Prof.Dr. İsmet MUCUK, Türkmen Kitabevi	Türkçe
Pazarlama İlkeleri, Prof.Dr. İsmet MUCUK, Türkmen Kitabevi	Türkçe

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	60	Final Exam
Midterm Exam	40	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student