FACULTY OF BUSINESS

Accounting and Auditing Program

BA 201 | Course Introduction and Application Information

Course Name
Principles of Marketing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 201
Fall/Spring
3
0
3
6

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course Discussion
Case Study
Q&A
Lecture / Presentation
Course Coordinator -
Course Lecturer(s)
Assistant(s)
Course Objectives This introduction to marketing course aims to inform students about the basic principles of marketing by introducing the key concepts of marketing, consumer behavior, target market selection, positioning and marketing mix strategies.
Learning Outcomes The students who succeeded in this course;
  • Define core concepts of marketing.
  • Explain macro and micro environment of marketing.
  • Question core underlying reasons behind the behaviors of consumers.
  • Relate strategies of market segmentation, target marketing and positioning.
  • Evaluate marketing mix strategies and applications.
Course Description This course consists of detailed investigations of the topics of the basic concepts of marketing, marketing environment, consumer behavior, segmentation, targeting, positioning, product development, pricing, place and promotion strategies. P.S. All academic work undertaken at Izmir University of Economics is subject to the “Universities’ Academic Honesty Codes and Regulations”. For details, please see: http://isl.ieu.edu.tr/en/akademik-durustluk

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction and Course Orientation
2 Core Concepts of Marketing Course Book - Chapter 1
3 Core Concepts of Marketing (contd.) Course Book - Chapter 1,2
4 Marketing Environment Course Book - Chapter 3
5 Consumer Behavior Course Book - Chapter 5
6 Segmentation, Targeting, Positioning Course Book - Chapter 7
7 Marketing Mix: Product Strategies Course Book - Chapter 8
8 Midterm (Week of 15 April 2024)
9 Marketing Mix: New Product Strategies Course Book – Chapter 9
10 Marketing Mix: Distribution Strategies Course Book - Chapter 12, 13
11 Marketing Mix: Promotion Strategies Course Book - Chapter 14
12 Application: Case Study on Marketing Mix (Week of 13 May 2024)
13 Marketing Mix: Pricing Strategies Course Book - Chapter 10, 11
14 Contemporary Topics in Marketing: Digital Marketing, Sustainable and Ethical Marketing Course Book - Chapter 17, 20
15 Review of the Semester
16 Final Exam

 

Course Notes/Textbooks
Principles of Marketing, 18th. ed. P.Kotler- G. Armstrong, Pearson,2020
ISBN Textbook : 9781292341132
ISBN Textbook + Pearson Horizon Access: 9781292374338
Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
-
-
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
30
Presentation / Jury
Project
-
-
Seminar / Workshop
Oral Exams
Midterm
1
30
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
2
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
14
3
42
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
10
10
Presentation / Jury
0
Project
-
-
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
25
25
Final Exam
1
43
43
    Total
168

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to acquire theoretical and practical knowledge and skills in the area.

X
2

To be able to approach problems with an analytical and holistic viewpoint.

3

To be able to gain knowledge about both national and international accounting and auditing standards.

4

To be able to communicate the findings and solutions to the accounting and auditing problems in written and oral formats.

5

To be able to critically evaluate the performance of accounting and other related management information systems, and organizations.

6

To be able to develop innovative and creative approach to real-life business issues.

X
7

To be able to integrate knowledge gained in the main areas of accounting and auditing through a strategic perspective.

8

To be able to act in accordance with the scientific and ethical values in studies related to accounting and auditing.

9

To be able to demonstrate both leadership and team-work skills through being an efficient and effective team member.

10

To be able to have an ethical perspective and social responsiveness when evaluating and making business decisions.

11

To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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