Information Package
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Program of International Trade and Finance

ULT221

PRINCIPLES OF MARKETING

Course Code
ULT221
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. Learn basic theoretical concepts about marketing.
  2. Discuss the environmental forces and marketing ethics.
  3. Focus on consumer-based marketing strategies.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsULT116 INTRODUCTION TO BUSINESS
Course DescriptionThis course mainly deals with basic theoretical concepts in the field of marketing and product, price, distribution and marketing communication (promotion) strategies.
Course Contents
WEEK TOPICS
1st Week Introduction to the course
2nd Week Basic concepts and development of marketing
3rd Week Marketing management, strategic planning and marketing planning
4th Week Marketing environment
5th Week Consumer markets
6th Week Business markets
7th Week Segmentation, targeting and positioning strategies
8th Week Midterm exam
9th Week Brand decisions
10th Week Product decisions
11th Week Price decisions
12th Week Distribution decisions
13th Week Communication decisions
14th Week Presentation
Recommended or Required ReadingKotler, P. and Armstrong, G. (2018), Principles of Marketing, 17th Ed., Pearson.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Questions/Answers
  • Presentation
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Project 1 10
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
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
Preparation for Final exam 1 50 50
Course hours 14 3 42
Preparation for Midterm exam 1 30 30
Laboratory (including preparation)
Final exam 1 1 1
Homework
Presentation (including preperation)
Project 1 15 15
Total Work Load139
Total Work Load / 30 (h)4.63
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1 X X X
K2
K3
K4
K5
K6
K7
K8
K9
K10