Principles of Marketing (ISL241) Ders Detayları

Course Name Corse Code Dönemi Lecture Hours Uygulama Saati Lab Hours Credit ECTS
Principles of Marketing ISL241 3. Semester 3 0 0 3 5
Pre-requisite Course(s)
Course Language Türkçe
Course Type Compulsory Departmental Courses
Course Level Lisans
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Question and Answer.
Course Coordinator
Course Lecturer(s)
  • Prof. Dr. Dilaver TENGİLİMOĞLU
Course Assistants
Course Objectives As globalization continues, business enterprises are gradually becoming marketing enterprises. Main objective is to help students gain analytical thinking ability in this field.
Course Learning Outcomes The students who succeeded in this course;
  • To identify and explain the fundamental concepts of marketing
  • To obtain a general view marketing strategy
  • To analyze the subjects related to the macro and micro environment of marketing
  • To analyze the marketing mix
Course Content Main principles of marketing, strategies, marketing environment, marketing mix, market segmentation and product life cycle.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Marketing concept and new trends Course book, pp. 1-22
2 Market environment and strategic planning Course book, pp. 23-52
3 consumer market and consumer behavior Course book, pp. 69-86
4 Industrial market and international market Course book, pp. 87-104
5 Market segmentation and target market Course book, pp. 105-116
6 Positioning Course book, pp. 116-124
7 Midterm
8 Product classification and product development process Course book, pp. 125-138
9 Product life cycle and strategies at different stages Course book, pp. 139-153
10 Price and pricing methods Course book, pp. 153-164
11 Pricing strategies Course book, pp. 164-175
12 Promotion and promotion strategies Course book, pp. 176-186
13 Integrated marketing communication Course book, pp. 186-194
14 General review
15 Student presentations
16 Final exam


Course Book 1. Mucuk, İ. (2014). Pazarlama İlkeleri (20. Baskı). İstanbul: Türkmen Kitabevi.

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 1 10
Presentation 1 10
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 40
Final Exam/Final Jury 1 40
Toplam 4 100
Percentage of Semester Work
Percentage of Final Work 100
Total 100

Course Category

Core Courses X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 Understanding and explaining the concepts regarding to the main fields of Management (Management, Production, Marketing, Accounting- Finance) and gaining the ability to apply these skills in management. X
2 Gaining the ability to use technology required for buseiness administration X
3 An ability to analyze the information and reports of the markets and businesses and setting goals with respect to results of the analysis. X
4 An ability to trace and evaluate the global, local and/or regional developments related to businesses and making strategic decisions. X
5 An ability to set a innovative business or an ability to use the knowledge in the operations of management(taking risk, finding resources, making market research, and preparing business plans etc.) X
6 An ability to apply knowledge regarding functions of management. X
7 An ability to have oral and written communication skills particular to management and use these skills effectively in professional relations X
8 Compliance with rules of Socials and business ethics and to the principles of social responsibility X
9 An ability to use life-long learning approach in order to adapt constantly changing environmental factors (technological, political ,economical, and socio cultural etc.) X
10 An ability to conduct research on management and reporting the outcomes with the related parties. X
11 Taking responsibility within the teamwork, thinking critically and taking initiative in problem solving. X
12 Using professional English in written and verbal communication. ("European Language Portfolio Global Scale", Level B1)
13 Having knowledge about law required by management.

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class 14 1 14
Presentation/Seminar Prepration 1 10 10
Homework Assignments 1 15 15
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 20 20
Total Workload 127