Information Package
baskent.edu.tr

Program of Business Administration (English)

BUS231

INTRODUCTION TO MARKETING

Course Code
BUS231
Semester
Third Term (Fall)
Theory+Practice
3 + 0
ECTS
5
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterThird Term (Fall)
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Comprehend the importance of marketing in business functions.
  2. Develop marketing strategies and implement them in business life.
  3. Know the marketing mix elements.
  4. Determine appropriate marketing strategies for consumer and industrial markets.
  5. Know the marketing environment.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNo
Course DescriptionMarketing is a regarded as one of the main functions of business. In this course, marketing concept, marketing system, pricing, product, distribution channels, promotion, marketing research, market segmentation, and market analysis are analyzed. Students who miss more than 30% of total class hours receive an F2 grade.
Course Contents
WEEK TOPICS
1st Week Course Introduction
2nd Week Creating Customer Value,Company and Marketing Strategy
3rd Week Marketing Environment Analysis, Marketing Information Management
4th Week Consumer Markets and Consumer Buyer Behavior
5th Week Business Markets and Business Buyer Behavior
6th Week Market Segmentation, Market Targeting, Differentiation and Positioning
7th Week Midterm
8th Week Product,Services, and Brands
9th Week Developing New Product, Product Life Cycle
10th Week Pricing, Pricing Strategies,Marketing Channels
11th Week Integrated Marketing Communications Strategy
12th Week Advertising, Public Relations, Personal Selling,Sales Promotion,Creating Competitive Advantage, The Global Marketplace
13th Week Project Presentations and Report Submission
14th Week Project Presentations and Report Submission
Recommended or Required ReadingKotler, Philip, Armstrong, Gary (2021). Principles of Marketing. 18th Ed. Pearson Education International.
Planned Learning Activities and Teaching Methods
  • Questions/Answers
  • Discussion
  • Lecture
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 30
Project 1 20
Presentation of Case Study 5 10
Total(%) 60
Contribution of In-term Studies to Overall Grade(%) 60
Contribution of Final Examination to Overall Grade(%) 40
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1.5 1.5
Preparation for Quiz
Individual or group work 1 20 20
Preparation for Final exam 1 35 35
Course hours 14 3 42
Preparation for Midterm exam 1 35 35
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework
Project 1 20 20
Quiz
Case Study Presentation 5 1 5
Total Work Load160
Total Work Load / 30 (h)5.33
ECTS Credit of the Course5
Language of InstructionEnglish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5
K1 X X X X
K2 X
K3 X
K4
K5
K6
K7
K8
K9
K10
K11
K12
K13