Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
3320001100PRINCIPLES OF MARKETINGElective116
Level of Course Unit
Short Cycle
Objectives of the Course
" To analyze marketing approach of existing business, determine the marketing approach, analyze marketing environment according to the target market and the industry in which it operates, determine the variables that business can not control, assess parts of the market, contribute to the detection of appropriate departments as target market,contribute to product differentiation and positioning, identify periods of product life, take measures to increase sales, help manage the price according to market structure, competitive situation and business objectives, help create promotional mix according to the target market, determine the marketing channels, channel design, contribute to the selection of the most appropriate channel system. "
Name of Lecturer(s)
ÖĞR.GÖR.MURAT YILMAZ
Learning Outcomes
1Contribute to the development of understanding of the business marketing
2To analyze the marketing environment
3To partition the market and contribute to the selection of target market
4To create ideas that will help Product decisions
5To contribute to the formation of Pricing strategies
6To provide information regarding marketing channels to relevant units
Mode of Delivery
Daytime Class
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
" CONTRIBUTE TO UNDERSTANDING OF MARKETING A. NATURE AND SCOPE OF MARKETING B. DEVELOPMENT OF MARKETING MARKETING ENVIRONMENT ANALYSIS A. THE MARKETING ENVIRONMENT B. THE BUSINESS FACTORS AFFECTING MARKETING TARGET MARKET SELECTION A. MARKET SEGMENTATION B. MARKET SEGMENTATION STRATEGIES C. TARGET MARKET SELECTION STRATEGIES PRODUCT DECISIONS A. PRODUCT / SERVICE DIFFERENTATION B. PRODUCT POSITIONING C. PRODUCT LIFE TERM PRICING STRATEGIES A. PRICING B. PRICING STRATEGIES C. PRICING POLICIES MARKETING CHANNEL A. DISTRIBUTION B. DISTRIBUTION FORMS C. CHANNEL SYSTEMS "
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1"To analyze current marketing understanding of the business, determine marketing approach according to the state of business and market. "
2"To determine uncontrollable variables and controllable variables "
3"To evaluate market segments "
4"To contribute to the identification of appropriate segments as target market "
5" To help differentiation of the product "
6"To help positioning of the product "
7" To take measures by identifying periods of the life of the product, to help determining of the price "
8" To take measures by identifying periods of the life of the product, to help determining of the price "
9"To help determine the price "
10"To provide reorientation of the price "
11" To make recommendations for price changing strategies "
12"To determine marketing channels "
13"To contribute design of marketing channels "
14"To contribute to the selection of the most appropriate Channel systems "
Recommended or Required Reading
"Hamdi İslamoğlu, “Temel Pazarlama Bilgisi”, Beta Yayınları, 3.Baskı, İstanbul, Temmuz 2009 "
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Examination1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination111
Attending Lectures14456
Self Study14798
Individual Study for Mid term Examination11010
Individual Study for Final Examination11212
TOTAL WORKLOAD (hours)178
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
PO
11
PO
12
PO
13
PO
14
LO1    2     5   
LO2    3     4   
LO3    2     5   
LO4    2     5   
LO5    3     5   
LO6    3     5   
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476 226 13 14 • e-mail: info@igdir.edu.tr