Information Package
baskent.edu.tr

Program of Tourism Management

TRZ206

PRINCIPLES OF MARKETING

Course Code
TRZ206
Semester
Fourth Term (Spring)
Theory+Practice
3 + 0
ECTS
4
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterFourth Term (Spring)
ECTS4
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Understand the marketing concept and marketing management orientations.
  2. Explain marketing management and strategic management process.
  3. Define and interpret marketing environment.
  4. Understand marketing research methods.
  5. Explain market segmentation, positioning and target market concepts.
  6. Explain product concept and product strategies.
  7. Define price concept and pricing strategies.
  8. Explain distribution strategies and distribution channels.
  9. Define promotion and promotion mix.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course focuses on the importance of the marketing function, which is one of the business functions, for businesses. Within the scope of the course, marketing strategy consists of marketing definition, marketing environment, marketing research, market segmentation, target market selection, positioning, marketing plan and product price, distribution, and promotion elements.
Course Contents
WEEK TOPICS
1st Week Marketing definition and introduction
2nd Week Marketing definition and marketing concept
3rd Week Marketing environment
4th Week Relationship between marketing management, strategic planning and marketing planning
5th Week Business strategies
6th Week Marketing information system and research
7th Week Market segmentation, target market, differentiation and positioning
8th Week Midterm exam
9th Week Consumer market and consumer buying behavior
10th Week Organizational markets and buying behavior
11th Week Customer value, customer loyalty and customer relationship management
12th Week Product strategy-innovation and new product development
13th Week Pricing strategy-distribution strategies
14th Week Promotion strategies
15th Week Project presentations
16th Week Project presentations
Recommended or Required ReadingArmstrong,G ve Kotler,P.(2009), Marketing: An Introduction, Ninth Edition Pearson International Edition, Pearson Prentice Hall, New Jersey.
Yükselen, Cemal (2008), Pazarlama İlkeler-yönetim-örnek olaylar, Detay Yayıncılık, Ankara.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Questions/Answers
  • Project
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 25
Assignment 1 10
Project 1 25
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 1
Preparation for Quiz
Individual or group work 14 2 28
Preparation for Final exam 1 25 25
Course hours 14 3 42
Preparation for Midterm exam 1 15 15
Laboratory (including preparation)
Final exam 1 1 1
Homework 1 4 4
Project 1 4 4
Total Work Load120
Total Work Load / 30 (h)4
ECTS Credit of the Course4
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6 LO7 LO8 LO9
K1 X X X X X X X X X
K2
K3
K4 X X X X X X X X X
K5 X X
K6 X X X X X X
K7
K8
K9 X X