Course General Introduction Information

Course Code:	ISL104
Course Name:	Principles of Marketing
Course Semester:	Spring
Course Credits:	ECTS 4
Language of instruction:	TR
Course Requirement:
Does the Course Require Work Experience?:	No
Type of course:	Necessary
Course Level:	Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery:	Face to face
Course Coordinator :	Dr.Öğr.Üyesi IRMAK BAKİOĞLU
Course Lecturer(s):	Dr. Öğretim Üyesi Irmak BAKİOĞLU
Course Assistants:

Course Purpose and Content

Course Objectives:

The Principles of Marketing course aims to provide students with a foundational understanding of marketing concepts, strategies, and practices. The objectives of the course typically focus on equipping students with the knowledge and skills necessary to analyze, develop, and implement effective marketing strategies. Below are some common objectives of a Principles of Marketing course: 1. Understanding Core Marketing Concepts: Introduce students to the fundamental concepts of marketing, including the definition of marketing, its role in business, and its importance in creating value for customers and organizations. Cover the marketing mix (the 4 Ps: product, price, place, promotion) and how they interact to meet customer needs. 2. Customer-Centric Marketing Approach: Emphasize the importance of understanding customer needs, wants, and behaviors as the foundation of successful marketing strategies. Teach students how to segment markets, identify target audiences, and develop customer-driven marketing strategies. 3. Understanding the Marketing Environment: Enable students to analyze the external environment (social, cultural, economic, political, and technological) and how these factors impact marketing decisions. Teach students how to adapt marketing strategies to the changing business environment and competitive landscape. 4. Development of Marketing Strategies: Equip students with the ability to develop effective marketing strategies by understanding market research, competitive analysis, and the identification of opportunities and threats. Teach students how to position products or services effectively in the market. 5. Understanding Consumer Behavior: Provide students with insights into how consumers make purchasing decisions, including psychological, social, and cultural factors that influence behavior. Help students apply consumer behavior theories to real-world marketing challenges. 6. Product and Brand Management: Teach students the principles of product development, lifecycle management, and branding. Introduce concepts like product differentiation, innovation, and how to build strong brands that resonate with target audiences. 7. Pricing Strategies: Provide students with an understanding of how to develop pricing strategies that reflect customer value, competitive positioning, and market conditions. Teach concepts such as cost-based pricing, value-based pricing, and price elasticity. 8. Distribution Channels and Supply Chain Management: Introduce students to the importance of distribution channels and supply chains in delivering products to customers efficiently and effectively. Teach how to manage channel partners, logistics, and distribution strategies to maximize customer satisfaction. 9. Promotion and Integrated Marketing Communications (IMC): Explain how to create and implement promotional strategies that communicate a brand’s value proposition to the target audience. Teach students the role of advertising, public relations, sales promotion, and digital marketing in a cohesive, integrated marketing communication strategy. 10. Market Research and Data Analysis: Introduce students to the basic tools and techniques for conducting market research, gathering consumer insights, and analyzing data. Teach how to use research findings to make informed marketing decisions and measure the effectiveness of marketing campaigns. 11. Ethical and Social Responsibility in Marketing: Develop students` awareness of ethical considerations in marketing, such as responsible advertising, fair trade, and social responsibility. Discuss the role of sustainable marketing and how businesses can contribute to societal well-being while achieving their goals. 12. Real-World Application of Marketing Theories: Encourage students to apply marketing concepts to real-world business scenarios through case studies, group projects, and simulations. Teach students how to solve marketing problems creatively and effectively in various industries. 13. Digital Marketing and E-commerce: Introduce students to the basics of digital marketing, including the use of social media, content marketing, and online advertising to reach consumers. Teach the role of e-commerce and digital channels in modern marketing strategies. 14. Global Marketing Awareness: Provide an understanding of how marketing operates in a global context, including the challenges and opportunities of marketing across borders. Teach students how to adapt marketing strategies to different cultural and international environments. 15. Preparation for Marketing Careers: Prepare students for careers in marketing, sales, advertising, and related fields by equipping them with the fundamental skills needed to succeed in various marketing roles. Foster critical thinking, problem-solving, and decision-making skills that are essential for marketing professionals. By the end of the Principles of Marketing course, students should have a solid foundation in marketing and be able to apply these principles to real-life situations, whether in business or further academic study.

Course Content:

A Principles of Marketing course typically provides a broad overview of marketing concepts, tools, and strategies. It introduces students to the essential elements of marketing and how they interact within a business context. Below is a general outline of the content commonly included in such a course: 1. Introduction to Marketing Definition and importance of marketing Marketing`s role in society and business The marketing concept and the marketing philosophy Evolution of marketing (production, product, selling, marketing, and societal marketing concepts) 2. Marketing Environment Analysis of the external marketing environment (PESTEL: Political, Economic, Social, Technological, Environmental, Legal) Internal environment and organizational influences on marketing decisions Competitive analysis and understanding market forces SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) 3. Marketing Research and Information Systems Importance of market research in decision-making Types of marketing research (qualitative and quantitative) Data collection methods (surveys, interviews, focus groups) Introduction to marketing information systems (MIS) and data analysis Consumer insights and market segmentation through data 4. Consumer Behavior Understanding the psychology behind consumer decision-making Factors influencing consumer behavior (cultural, social, personal, and psychological) Consumer decision-making process (problem recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior) 5. Business-to-Business (B2B) Marketing Differences between B2B and Business-to-Consumer (B2C) marketing Buying behavior in B2B markets Organizational buying processes and decision-makers Market segmentation and targeting in B2B marketing 6. Market Segmentation, Targeting, and Positioning (STP) Importance of segmentation in marketing strategy Types of segmentation (demographic, geographic, psychographic, behavioral) Target market selection and strategies (undifferentiated, differentiated, concentrated, and micromarketing) Positioning: crafting a brand`s position in the minds of consumers Developing positioning statements and value propositions 7. Marketing Mix (4Ps) Product: Types of products and services Product life cycle (introduction, growth, maturity, decline) Branding, packaging, and labeling strategies New product development and innovation Price: Pricing strategies (cost-based, value-based, competition-based) Psychological pricing and discounting Price elasticity and consumer perception of pricing Pricing in the context of the product life cycle Place (Distribution): Distribution channels (direct vs. indirect) Channel strategies and supply chain management Retailing, wholesaling, and logistics Managing relationships with intermediaries Promotion: Integrated Marketing Communications (IMC) Advertising, personal selling, sales promotions, public relations, and direct marketing Digital marketing strategies (social media, content marketing, influencer marketing) Developing promotional campaigns and measuring effectiveness 8. Branding and Brand Management Understanding brand equity and brand loyalty Building and managing brands over time The role of branding in creating customer value Strategies for maintaining brand consistency across multiple platforms 9. Product and Service Strategies Differences between marketing products and services Service marketing characteristics (intangibility, inseparability, variability, perishability) Product and service quality management Customer service and relationship marketing strategies 10. Digital Marketing and E-Commerce Overview of digital marketing channels (search engines, social media, mobile apps) Online consumer behavior and personalization E-commerce platforms and their impact on marketing strategies Introduction to search engine optimization (SEO) and search engine marketing (SEM) 11. Global Marketing The challenges and opportunities of marketing in a global context Entry strategies into international markets (exporting, licensing, franchising, joint ventures, direct investment) Adapting the marketing mix for different cultures and regions Ethical and legal considerations in global marketing 12. Ethics and Social Responsibility in Marketing The role of ethics in marketing practices Corporate social responsibility (CSR) and sustainable marketing The impact of ethical decisions on consumer trust and brand reputation Environmental sustainability and its integration into marketing strategies 13. Customer Relationship Management (CRM) Importance of building and maintaining long-term relationships with customers Techniques for customer acquisition and retention Loyalty programs and customer satisfaction measurement CRM systems and their role in personalizing the customer experience 14. Marketing Planning and Strategy Developing marketing strategies that align with business goals The marketing planning process (analysis, planning, implementation, control) Creating a comprehensive marketing plan Key performance indicators (KPIs) for measuring marketing effectiveness 15. Emerging Trends in Marketing The impact of technology on marketing (AI, machine learning, augmented reality) Trends in digital marketing, including mobile-first strategies and data privacy The growing importance of sustainability and ethical marketing practices Understanding the shift toward customer-centric marketing models 16. Capstone Projects and Case Studies Application of learned marketing concepts to real-world business problems Analyzing case studies from successful marketing campaigns Group projects to develop and present marketing strategies for businesses or products This content provides a comprehensive overview of the key topics covered in a Principles of Marketing course, giving students a solid foundation in marketing theory and its practical applications. The course is designed to prepare students for future roles in marketing, sales, or related fields by giving them a broad understanding of the discipline.

Learning Outcomes

The students who have succeeded in this course; 1) The Principles of Marketing course aims to equip students with foundational knowledge and skills in marketing. By the end of the course, students are expected to achieve several key outcomes that will prepare them for further study or a career in marketing. Here are the common learning outcomes of a Principles of Marketing course: 1. Understanding of Core Marketing Concepts: Students will have a solid grasp of fundamental marketing principles, such as the marketing mix (4Ps: product, price, place, promotion), marketing strategies, and the marketing process. They will understand the role of marketing in creating value for customers, businesses, and society. 2) 2. Ability to Develop Marketing Strategies: Students will be able to develop basic marketing strategies, including segmentation, targeting, and positioning (STP), as well as how to align these strategies with business objectives. They will learn how to create and adjust marketing plans to fit different business contexts and market environments. 3) Understanding of Consumer Behavior: Students will understand the factors that influence consumer decision-making, such as cultural, social, personal, and psychological factors. They will be able to apply consumer behavior theories to develop marketing strategies that align with customer needs and preferences. 4) Knowledge of Market Research Techniques: Students will be introduced to basic market research tools and techniques, including qualitative and quantitative research methods. They will understand how to gather, analyze, and interpret data to inform marketing decisions and create consumer insights. 5) Product and Brand Management Skills: Students will understand the concepts of product life cycle, product development, and branding. They will learn how to manage brands effectively, including how to create and maintain brand equity, and develop successful product strategies. 6) Pricing Strategy Development: Students will be able to understand different pricing strategies, such as cost-based, value-based, and competition-based pricing. They will be able to recommend appropriate pricing strategies based on market conditions, consumer demand, and company objectives. 7) Understanding of Distribution Channels: Students will learn about the role of distribution channels and supply chains in delivering products to consumers. They will understand how to design and manage effective distribution systems, including the choice of intermediaries and logistics. 8) Promotional and Communication Strategies: Students will learn how to develop and execute integrated marketing communication (IMC) strategies, including advertising, personal selling, public relations, digital marketing, and sales promotions. They will understand how to create cohesive promotional campaigns that resonate with target audiences and achieve marketing goals. 9) Application of Digital Marketing Techniques: Students will be introduced to the basics of digital marketing, including social media, SEO, email marketing, and online advertising. They will understand how digital marketing platforms can be used to engage customers and build brand awareness in the online environment. 10) Ethical and Social Responsibility in Marketing: Students will develop an understanding of the ethical issues in marketing, such as responsible advertising, sustainability, and corporate social responsibility (CSR). They will be able to assess the social impact of marketing decisions and recommend strategies that align with ethical standards. 11) Global Marketing Awareness: Students will gain a basic understanding of global marketing challenges, including cultural differences, international competition, and market entry strategies. They will learn how to adapt marketing strategies for different countries and regions. 12) Customer Relationship Management (CRM): Students will understand the importance of building and maintaining long-term relationships with customers through CRM systems. They will learn how to use customer data to enhance customer satisfaction, retention, and loyalty. 13) Critical Thinking and Problem-Solving Skills: Students will develop critical thinking skills to analyze marketing challenges and opportunities. They will be able to propose creative solutions to marketing problems by applying theoretical knowledge to real-world scenarios. 14) Practical Application of Marketing Concepts: Through case studies, projects, and group assignments, students will apply marketing concepts to real-life business situations. They will develop a basic marketing plan and make strategic decisions about product development, pricing, distribution, and promotion. 15) Preparation for Future Marketing Careers: By the end of the course, students will be prepared for entry-level roles in marketing, sales, or advertising, or for further studies in marketing. They will gain foundational skills in research, communication, strategic planning, and analysis that are essential in marketing careers. These outcomes prepare students to think strategically about marketing and apply the tools and frameworks learned to business situations, setting them up for success in marketing-related fields.

Course Flow Plan

Week	Subject	Related Preparation
1)	Week 1: Introduction to Marketing Topics: Definition of Marketing and Core Concepts The Role of Marketing in the Organization and Society Needs, Wants, and Demands Marketing`s Evolution (Production, Product, Selling, Marketing, and Societal Marketing Concepts) Readings: Kotler, Chapter 1 – Defining Marketing for the 21st Century	Principles of Marketing, 18th. ed. P.Kotler- G. Armstrong, Pearson,2020
2)	Week 2: Developing Marketing Strategies and Plans Topics: Marketing Process Overview The Importance of Strategic Planning in Marketing Marketing and Customer Value Mission Statements and Objectives Readings: Kotler, Chapter 2 – Developing Marketing Strategies and Plans
3)	Week 3: The Marketing Environment Topics: Understanding the Marketing Environment Macro and Micro Environmental Factors SWOT Analysis and its Application in Marketing Readings: Kotler, Chapter 3 – Analyzing the Marketing Environment
4)	Week 4: Marketing Research and Information Systems Topics: Importance of Marketing Information Marketing Research Process (Defining Problems, Data Collection, Analysis) Marketing Information Systems (MIS) Analyzing and Using Marketing Information Readings: Kotler, Chapter 4 – Managing Marketing Information to Gain Customer Insights
5)	Week 5: Consumer Markets and Consumer Buyer Behavior Topics: Factors Influencing Consumer Behavior (Cultural, Social, Personal, and Psychological Factors) The Buyer Decision Process Models of Consumer Behavior
6)	Week 6: Business Markets and Business Buyer Behavior Topics: Differences Between B2B and B2C Marketing Business Buyer Behavior and Decision-Making Process Organizational Buying and Procurement Readings: Kotler, Chapter 6 – Analyzing Business Markets
7)	Week 7: Market Segmentation, Targeting, and Positioning Topics: Market Segmentation: Types (Geographic, Demographic, Psychographic, Behavioral) Targeting Strategies (Undifferentiated, Differentiated, Concentrated, Micromarketing) Positioning and Creating a Competitive Advantage Readings: Kotler, Chapter 7 – Identifying Market Segments and Targets
8)	Week 8: Product and Service Strategy Topics: Product and Service Classifications Product Life Cycle (PLC) New Product Development Process Product Differentiation and Branding Strategies Readings: Kotler, Chapter 8 – Developing New Products and Managing the Product Life Cycle
9)	Week 9: Branding, Packaging, and Labeling Topics: Building and Managing Strong Brands Brand Equity, Brand Positioning, and Brand Architecture Strategies for Brand Development Readings: Kotler, Chapter 9 – Building Strong Brands
10)	Week 10: Pricing Strategies Topics: Factors Affecting Pricing Decisions Pricing Strategies: Cost-Based, Value-Based, Competition-Based Pricing Psychological Pricing and Pricing Adjustments Readings: Kotler, Chapter 10 – Setting Product and Service Prices
11)	Week 11: Distribution and Supply Chain Management Topics: Channel Management and Design Types of Marketing Channels (Direct, Indirect, Multichannel) Supply Chain and Logistics Management Retailing and Wholesaling Strategies Readings: Kotler, Chapter 11 – Designing and Managing Integrated Marketing Channels
12)	Week 12: Promotion and Integrated Marketing Communications (IMC) Topics: Promotion Mix Elements (Advertising, Sales Promotion, Public Relations, Direct Marketing, Personal Selling) Integrated Marketing Communications Strategy (IMC) Creating and Managing Advertising Campaigns Readings: Kotler, Chapter 12 – Communicating Customer Value: Integrated Marketing Communications Strategy
13)	Current Topics in Marketing: Digital Marketing, Sustainable and Ethical Marketing	Principles of Marketing, 18th. ed. P.Kotler- G. Armstrong, Pearson,2020
14)	Week 14: Ethical Marketing and Social Responsibility Topics: Marketing Ethics and Social Responsibility Corporate Social Responsibility (CSR) and Sustainability in Marketing The Role of Marketing in Societal Well-Being Readings: Kotler, Chapter 14 – Sustainable Marketing: Social Responsibility and Ethics

Sources

Course Notes / Textbooks:	REQUIRED / RECOMMENDED READINGS: • Principles of Marketing, Pearson, Philip T. Kotler, Gary Armstrong (Available Online Course), Seventeenth Edition • Marketing Strategy, Ferrel O.C., Michael Hartline 8th International Edition), 2014, South Western Cengage Leaning (You can find the 5th edition on internet)
References:	Gerekli / Tavsiye Edilen Okumalar: Principles of Marketing, Pearson, Philip T. Kotler, Gary Armstrong (Çevrimiçi Ders İçeriği Mevcut), 17. Baskı Marketing Strategy, Ferrel O.C., Michael Hartline, 8. Uluslararası Baskı, 2014, South Western Cengage Learning (İnternette 5. baskısını bulabilirsiniz)

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Medium	3 Highest

	Program Outcomes	Level of Contribution
1)	Explains theoretical and practical knowledge related to the core functions of business (strategic management, marketing, finance, human resources, and operations management) in a systematic manner; analyzes and interprets this knowledge in different business contexts and relates it to organizational processes.	3
2)	Analyzes sectoral dynamics, economic developments, and the global business environment using theoretical models and current data; critically interprets the findings and develops insights to inform strategic decision-making processes.	3
3)	Designs strategic planning processes in line with theoretical approaches; develops practices to enhance organizational performance and manages these processes from a holistic perspective.	3
4)	Identifies business problems, develops alternative solutions using analytical and critical thinking processes, and defends the most appropriate solution based on scientific and logical reasoning.	3
5)	Integrates innovation and sustainability approaches into business strategies; develops feasible solutions aimed at creating long-term economic, environmental, and social value.	3
6)	Analyzes financial and operational data using appropriate methods and interprets the results to support decision-making processes.	3
7)	Analyzes operational processes from a holistic perspective; develops strategic and practical improvement proposals to enhance efficiency and effectiveness.	3
8)	Applies digital technologies, information systems, and data analytics tools in business processes; effectively and critically supports data-driven decision-making.	3
9)	Communicates effectively in interdisciplinary teams, assumes leadership roles to promote collaboration, and takes responsibility toward shared goals.	3
10)	Makes decisions in line with professional ethical principles, sustainability, and social responsibility, and acts with a strong sense of social responsibility.	3
11)	Adapts to changing business environments, sectoral transformations, and global competitive conditions; develops flexible, innovative, and solution-oriented approaches in these processes.	3
12)	Systematically analyzes entrepreneurial opportunities, develops innovative and sustainable business models and business plans, and implements these plans.	3
13)	Identifies individual learning needs, follows current developments in the field, adopts a lifelong learning approach, and continuously updates professional knowledge and skills.	3
14)	Collects and analyzes data using scientific research methods and reports findings in accordance with academic and professional standards.	3

Learning Activity and Teaching Methods

Beyin fırtınası /Altı şapka
Bireysel çalışma ve ödevi
Course
Grup çalışması ve ödevi
Okuma
Homework
Seminar
Soru cevap/ Tartışma
Teknik gezi
Örnek olay çalışması

Measurement and Evaluation Methods and Criteria

Yazılı Sınav (Açık uçlu sorular, çoktan seçmeli, doğru yanlış, eşleştirme, boşluk doldurma, sıralama)
Homework

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	28	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

İş Yükü ve AKTS Kredisi Hesaplaması

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Homework Assignments	28	3	84
Midterms	2	0	0
Final	1	1	1
Total Workload			127