Principles of Marketing.

Spring 2021

Department of Management and Marketing

Course Code and Title: Course credits: 3

IE 361 Principles of Marketing

Semester: Fall - 2021 Time and Place of the Lecture:

Tuesday
13:30 - 14:20
14:30 – 15:20
15:30 – 16:20

Instructor: ______________ Office phone:

Office: Office hours:
Friday
16:00 – 18:00
Email: [email protected]

Course Prerequisites: None

1. Relationship of course and program
The Bachelor of Marketing (BMKT) program prepares students to meet the diverse needs of the contemporary Turkey
and the worldwide employment markets. Upon graduation, students will be able to compete with other highly
qualified candidates in these markets. Furthermore, they will demonstrate a firm specialized theoretical knowledge
in the field of Marketing. They will also acquire fundamental knowledge in Accounting, Finance, Management,
Operations Management, Information Systems and Computer Applications. By applying their skills and knowledge,
Bachelor of Marketing graduates will make significant contributions to the community in which they work, whether
in business or in the public sector. The aims of the course of Principles of Marketing are to provide students with a
basic understanding of the constituent elements of the marketing function in organizations. The course will develop
analytical and diagnostic skills in dealing with marketing situations. Students will learn how marketing objectives are
matched with marketing strategies and programs.
2. Course description
This course is designed to provide you with a broad overview of the rationale and functions of marketing in business.
Students will become familiarized with different marketing theories and applications. The course aims to establish

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 Principles of Marketing. Spring 2021
comprehension of the importance of the marketing philosophy to the survival of organizations and the part
marketing plays in the continuing relevance of organizations to their environment. This course will provide students
with a basic understanding of the constituent elements of the marketing function in organizations. The course will
develop analytical and diagnostic skills in dealing with marketing situations. Students will learn how marketing
objectives are matched with marketing strategies and programs.
3. Learning objectives
Undergraduate Business Programs Common Learning Objectives
The common learning objectives of all undergraduate business programs are to ensure that graduates have:
A satisfactory knowledge of:
● the micro-economic business issues and macro-economic business environment;
● the core business disciplines of Accounting and Audit, Finance, Marketing, Management, Operations
Management, Information Systems Business Law and Taxation; and
● quantitative and qualitative techniques of problem solving;
The necessary cognitive, inter-personal and self-management skills to:
● communicate ideas and information clearly and effectively in written and oral English;
● use information technology for the retrieval, analysis and presentation of information;
● work effectively with others in the pursuit of common objectives;
● undertake supervised independent research and internship, involving the synthesis and application of theoretical
constructs to topics in the fields of business
● describe interdisciplinary nature and challenges of business operations and apply cross-functional knowledge for
strategic management of organizations
● ethics as they apply to general business practices and in the area of specialization.

Unique learning objectives of the BMKT program

To prepare graduates who will have thorough knowledge of (in addition to the common knowledge and skills set in
business administration):
● the basic marketing concepts such as customer value, customer satisfaction, marketing mix, promotion mix, and
environmental scanning for marketing opportunity;
● marketing strategies as applied to segmentation, targeting, and positioning;
● branding (as a differentiator), brand equity and dealing with competition;
● marketing research, distribution channels, retailing, and integrated marketing communication; and
● local, regional, and global strategies as to design and implement tactical and strategic marketing tools as well as
differentiating adaptation and standardization.
Unique learning objectives of the course
To prepare students who will have thorough knowledge of the basic marketing concepts such as
● needs, wants, demands, customer value, customer satisfaction,

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 Principles of Marketing. Spring 2021
● marketing mix (products, price, place, promotion),
● promotion mix (advertising, PR, personal selling, sales promotion, direct marketing),
● environmental analysis, marketing research,
● core marketing strategies (segmentation, targeting, differentiation, positioning), competitive strategies,
● global marking, ethics and social responsibility in marketing.
4. Intended learning outcomes
Undergraduate Business Programs Common ILOs:
At successful completion of each program, students will be able to:
1. describe and articulate key concepts and major paradigms and theoretical perspectives within the discipline of
business administration;
2. identify and apply various decision making tools and techniques in functional areas of Accounting and Audit,
Finance, Management and Marketing;
3. analyze and solve business problems, using the necessary quantitative and qualitative tools;
4. use information technology for the retrieval, analysis, and presentation of information for effective management
of business organizations;
5. communicate ideas and information clearly and effectively in written and oral English;
6. describe and apply the concepts and theories of ethics as they apply to business organizations;
7. synthesize and apply integrated knowledge for effective strategic management of organizations; and
8. undertake supervised practical training and independent research, involving the synthesis and application of
theoretical constructs to topics in the fields of business.
Unique Intended Learning Outcomes (ILOs) of the BMKT Program
At successful completion of the BMKT program, graduates will be able to:
1. describe sales and marketing process and conduct market research;
2. explain the importance of customer satisfaction, creating customer value and the customer relationship
management;
3. apply tactical and strategic marketing for acquiring and retention of customers in an ethical manner;
4. analyze consumer behavior, consumer and industrial markets, and new product development process;
5. evaluate local, regional, and global markets’ strategies in the context of globalization; and
6. describe and apply the concepts and theories of ethics as they apply to the field of Marketing.
Unique Intended Learning Outcomes (ILOs) of the course
ILO 1. Knowledge

KNOWLEDGE OF CORE MARKETING PRACTICES

● Students will understand and explain basic marketing concepts such as needs, wants, demands, customer value,
customer satisfaction, relationship, markets;

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 Principles of Marketing. Spring 2021
● Students will be able to identify marketing’s role in the organization;
● Students will understand the changing marketing environment;
● Students will understand the core marketing strategies: segmentation, targeting, differentiation and positioning;
● Students will understand elements of the marketing mix (products, price, place, promotion);
● Students will understand the marketing research process and how information technologies influence marketing
activities.
UNDERSTANDING OF GLOBAL AND MULTICULTURAL BUSINESS ENVIRONMENT, SOCIAL RESPONSIBILITY, AND
ETHICAL ISSUES
● Students will demonstrate appropriate knowledge of marketing in a global business environment.
● Students will evaluate ethical and socially responsible positions and effectiveness of business practices in a global
and multicultural context.
ILO 2. Skills
GOOD COMMUNICATION SKILLS
● Students will improve their written communications skills
● Students will improve their persuasive communications skills
● Students will demonstrate professional deportment and effective oral and written communication skills.
CRITICAL THINKING AND ANALYTICAL SKILLS
● Students will select appropriate analysis techniques to analyze problem data.
● Students will propose and evaluate alternative solutions for decision making.
ILO 3. Application abilities
● Students will develop an ability to “see” business situations from a marketer’s perspective;
● Students will apply relevant ethical concepts to making business decisions.
● Students will identify and apply basic concepts pertaining to the external environment of business, and analyze
the potential threats and opportunities to the organization from the changing environment.
● Students will be able to identify business issues in a global environment.
● Students will understand how information technologies influence the structure and processes of business.

5. Indicative Assessment scheme (in relation to ILOs)

Individual Assessment:
Quizzes (2x12% each) 24%
Midterm Exam 36%
Final Exam 30%
Case analysis,
and discussion 10%

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 Principles of Marketing. Spring 2021
7. Teaching and learning philosophy and methodology
To achieve the above competencies we will employ a number of pedagogical techniques, e.g., lecturing, small group
assignments, discussion of outside examples, cases analysis, critical thinking exercises.
8. Indicative course learning activities
Quizzes, 24%
There will be two quizzes, which must be taken at the scheduled time only. You may not have a quiz with another
section. Quiz questions will cover lecture and textbook material. 60 minutes, multiple-choice and essay questions.
Midterm exam, 36%
There will be one midterm exam, which must be taken at the scheduled time only. You may not have a midterm
exam with another section. Exam questions will cover lecture and textbook material. 70 minutes, multiple-choice
and essay questions.
Case analysis and discussions, 10%
Students will be involved in the case analysis and discussions, which is one of the most effective means of
sharpening your decision-making abilities, requiring you to be an active participant in resolving a marketing
problem. The assigned cases are intended to give you practice in assembling data to support a decision. Further,
the case method provides a vehicle by which to apply the theories, concepts, and analytical devices discussed in a
class or in the reading materials. Students should form groups by 5 members in group maximum. Each group will be
provided with a case or critical thinking exercise and students should prepare a written analysis and submit a paper
to the instructor by designated date.

Final Exam, 30%

75 minutes, multiple-choice and essay questions.
The examination will cover lecture material and chapters from the textbook studied during the course.

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 Principles of Marketing. Spring 2021

9. Indicative class schedule

Week Topic Readings Evaluation

Week 1
1 Course introduction. Ch. 1
23.02.21
Marketing: Creating Customer Value and Engagement
Week 2
2 Partnering to Build Customer Engagement, Value, and Ch. 2
02.03.21
Relationships.
Week 3
3 Analyzing the Marketing Environment Ch. 3
09.03.21

Week 4
4 Managing Marketing Information to Gain Customer Ch. 4
16.03.21
Insights
Week 5
5 Consumer Markets and Buyer Behavior Ch. 5
23.03.21
Quiz 1
Week 6
6 Business Markets and Business Buyer Behavior Ch. 6
30.03.21
Week 7
7 Customer Value-Driven Marketing Strategy: Creating Ch. 7
Value for Target Customers 06.04.21
Week 8
8 Products, Services, and Brands: Building Customer Value Ch. 8
13.04.21
Midterm 1
Week 9
9 Developing New Products and Managing the Product Life Ch. 9
20.04.21
Cycle
Week 10
10 Pricing: Understanding and Capturing Customer Value Ch. 10
27.04.21

Week 11
11 Pricing Strategies: Additional Considerations Ch. 11
04.05.20

Week 12
12 Marketing Channels: Delivering Customer Ch. 12
11.05.21
Value Quiz 2
Week 13
13 Retailing and Wholesaling Ch. 13
18.05.21

Week 14
14 Engaging Consumers and Communicating Customer Ch. 14
25.05.21
Value: Integrated Marketing Communication Strategy
Week 15
15 Student Presentations
01.06.21

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Final exam Date will be assigned

10. Indicative Instructional resources

Philip Kotler, Gary Armstrong, Principles of Marketing, 17th ed., Pearson Education Limited 2018.

11. Academic Integrity:

Cheating on quizzes, exams and assignments will not be tolerated.
Enrollment in the course constitutes an agreement with the terms and requirements in this syllabus.
Please, read and comply with Plagiarism and Cheating policies listed below.
The course will apply the UNIVERSITY Code of Behavior behavior and/or use of offensive language or gestures
and the Academic Integrity Policy. Students are can be forwarded to a disciplinary committee for
responsible for reading and strictly following them. sanctions);
ACADEMIC CODE OF BEHAVIOR 7. respect the opinions and beliefs of others even if
Student Classroom Behavior there is disagreement.
UNIVERSITY supports the principle of freedom of The guidelines are appropriate for all academic
expression for both instructors and students. The situations whether in lectures, seminars, tutorials, or in
university respects the rights of instructors to teach interaction outside of the classroom.
and students to learn. Any action which impedes these Disruptive Classroom Behavior Policy
rights is prohibited. Students are not permitted to engage in classroom
The expectation is that students: behavior that interferes with the instructor’s ability to
1. arrive on time for class (after 10 minutes instructors conduct the class or with the ability of other students
have the right to refuse entry); to profit from the instruction. An individual engaging in
2. obtain the instructor’s permission if there is a disruptive classroom behavior will be subject to:
legitimate need to leave class early; ● First offense: warning from instructor
3. turn off all mobile phones and electronic devices. ● Second offense: removal from class
(Instructors have the right to confiscate mobile phones ● Third offense: sanction by the College
that have not been turned off for the remainder of the Disciplinary Committee.
class period); Disruptive, as applied to the academic setting, means
4. refrain from talking to other students except during verbal and other behavior in the classroom that a
structured classroom activities (Instructors have the reasonable faculty member would judge as contrary to
right to direct offending students to leave the normal academic functions. Examples include, but are
classroom); not limited to, speaking persistently without being
5. refrain from making disruptive noises such as recognized, frequently interrupting other speakers,
slamming doors; constantly making statements that are off the topic,
6. behave in a respectful manner towards the use of intimidation, physical threats, harassing
instructor and other students. (Incidents of insulting behavior, use of mobile telephones, personal insults,
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 Principles of Marketing. Spring 2021
physical contact, and refusal to comply with faculty 4. Students may not borrow anything from other
direction. The institution reserves the right to move students.
directly to removal from class or sanction by the 5. It is the students’ responsibility to know whether
College Disciplinary Committee depending on the translation dictionaries are permitted or not.
nature and severity of the misconduct. 6. Possession of unauthorized notes or reference
Class Attendance Policy material whether referred to or not, may be taken as
Students are expected to attend all classes. Each proof of cheating regardless of their nature.
instructor is responsible for his/her attendance policy. 7. Students may not leave the room once the
Each instructor determines the relationship between examination has started for any reason. Students
class attendance, the objectives of the class and the leaving the examination room will not be allowed to
student’s grade. return. Students are advised to use the restrooms
The instructor is responsible for informing students of immediately before an examination.
attendance policies and the effect of attendance on 8. Talking to anyone other than the proctor in the
their grade during one of the first two class sessions. examination room is not permitted.
The student is responsible for knowing the policy for 9. Students may not use cell phones, pagers or any text
each course. messaging devices.
Only the instructor can approve a student’s request to 10. Students must stop working at the end of the time
be absent from class. Violation of the instructor’s allowed for the exam. Continuing to work on the exam
attendance policy may result in lowered grades or in an after the allotted time is considered as cheating.
instructor-initiated withdrawal from the course. In the 11. Communicating answers to other students is as
event of a dispute, the matter may be reported to the serious as receiving answers. Students who assist
College Disciplinary Committee. others are subject to disciplinary action and penalties.
Examination Rules ACADEMIC INTEGRITY POLICY
Effective proctoring of exams is crucial for the UNIVERSITY considers academic integrity to be
reputation and integrity of the student evaluation essential for each student’s intellectual development.
system. To ensure the integrity of exams: Incidents of academic dishonesty can hinder the free
1. Proctors have the right to demand ID cards upon exchange of ideas and seriously damage the reputation
entrance to the examination room or at any time of the institution.
during the exam. UNIVERSITY requires all students, faculty and staff to
2. All coats, bags, brief cases and other materials must accept responsibility to pursue academic research and
be placed in the designated area, usually adjacent to learning in an honest and ethical manner. Any and all
the senior proctor’s table. behavior that leads to academic dishonesty is strictly
3. All reference books, materials, papers, magazines forbidden.
and journals must be deposited at the senior proctor’s Zero Tolerance Policy
table. Unless otherwise indicated, they must not be UNIVERSITY has a “zero tolerance” policy for all forms
within the sight or reach of students. of academic dishonesty. Zero tolerance applies to

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 Principles of Marketing. Spring 2021
homework, quizzes, assignments, papers, Level 2 incidents of dishonesty are intentional and
presentations and midterm exams the same as for final preplanned. The outcome of the dishonesty is
exams. Zero tolerance applies to admission and significant enough that it might have an impact on a
diagnostic tests the same as for classroom final grade or on some desired outcome. Examples
assessments. And zero tolerance applies to faculty the include preparation and/or use of cheat notes during
same as to students. Faculties are expected to lead by an exam, communicating or receiving answers during
example. an exam, submitting papers or assignments done by
Plagiarism others, plagiarism, falsifying documents and/or forging
Plagiarism is a form of academic dishonesty. Plagiarism approval signatures.
is defined as submitting someone else’s work as one’s Level 3 incidents are serious incidents of dishonesty.
own. Examples of level 3 dishonesty are gaining access to
Plagiarism occurs when a person: copies of upcoming examinations, gaining access to
1. Directly copies one or more sentences of another student records and changing grades or scores,
person’s written work without acknowledgment. falsifying academic records or documents, taking an
2. Closely paraphrases one or more paragraphs without exam for someone else or having someone else take
acknowledgment of the origin of the ideas. one’s exams, presenting a false identification or
3. Uses facts, figures, drawings or charts without fraudulent documents.
acknowledging the source. Level 4 dishonesty is very serious and includes criminal
4. Fails to put a word for word citation in quotation activity related to academic performance. Examples
marks assuming that referencing the source is include theft and distribution of upcoming exams,
sufficient (i.e. a referenced work created by “cut” and bribery of faculty or staff to provide information or to
“paste”) change data, selling exam answers, gaining
5. Turns in an assignment done by someone else. unauthorized access to data and/or computer systems
Levels of Academic Dishonesty and stealing information or changing data.
Incidents of academic dishonesty can be classified into Procedures
different levels depending on the seriousness of the When an incident of academic dishonesty occurs, the
action. faculty or staff member should respond to the situation
Level 1incidents are situations in which the dishonesty immediately upon becoming aware of the dishonesty.
would have only a small impact on the person’s For level 1 dishonesty the faculty member or person
academic record. Examples would be falsifying an responsible may handle the academic dishonesty at a
attendance sheet, copying a homework assignment, personal level. If the person who was dishonest accepts
copying from another student’s answer sheet during a the penalty, then no further action is required. If the
quiz, or instances of plagiarism where only a part of an person accused of academic dishonesty disagrees with
assignment is plagiarized. Dishonest behavior on an the penalty or feels that the charge of academic
exam, quiz or assessment activity that counts for 10% dishonesty is incorrect s/he may request a hearing with
or less of the total assessment is level 1 dishonesty. the College Disciplinary Committee (CDC).

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 Principles of Marketing. Spring 2021
For incidents of dishonesty at level 2 or higher, the The appeal should be submitted in writing to the Office
faculty member or person responsible should submit a of Student Affairs within 5 working days (excluding
report of the dishonesty to the chair of the College holiday and break periods) of receipt of the decision of
Disciplinary Committee immediately upon becoming the College Disciplinary Committee. If allowed, the
aware of the dishonesty. appeal is heard by the UNIVERSITY Disciplinary
Any incident which has an impact of more than 10 Committee. In order to have the appeal heard, the
percent of a grade is automatically level 2 and must be defendant must state a specific reason for the appeal.
reported. Normally the report is submitted to the An appeal can be made on the grounds that the College
Disciplinary Committee of the College in which the Disciplinary Committee did not follow due process or
student is enrolled. If an incident involves persons from on the grounds that the College Disciplinary Committee
both Colleges then the Vice President of Academic erred in the assessment of the case. A defendant may
Affairs will decide which committee is the most not use the appeal process to simply plead for a lighter
appropriate committee to hear the case. sanction.
Upon receiving the incident report, the chair of the The UNIVERSITY Disciplinary Committee may uphold
Disciplinary Committee notifies the person of the the decision of the College Disciplinary Committee,
charge of academic dishonesty and indicates the time may return the case to the CDC to be reheard, or may
and date of the next committee meeting. The College render a revised decision on it own. The decision of the
Disciplinary Committee evaluates the evidence, UNIVERSITY Disciplinary Committee is final.
determines whether or not academically dishonest Penalty Guidelines
actions have occurred and determines an appropriate The appropriate penalty for an incident of academic
penalty. If further investigation is necessary the dishonesty depends on the level of the academic
committee may meet several times in order to dishonesty and on the person’s record. Individuals
determine the outcome of a case. involved in multiple incidents of academic dishonesty
The person accused has the right to appear before the should be given harsher sentences with each additional
committee and to make statements to the committee. incident of dishonesty.
The accused also has the right to counsel and to have For a Level 1 offense, appropriate penalties are:
others speak on his/her behalf. • A grade of zero (0) for the assignment. The 0 is used
The committee should examine the person’s record of in the calculation of the final grade.
academic dishonesty (if applicable) to determine an • A reduction in the grade for the course.
appropriate penalty. Once a decision has been • In addition a student can receive a written
reached, the College Disciplinary Committee must reprimand, may be required to do additional
report the findings to the instructor, the student and coursework or may be required to complete a project
the Registrar within 5 working days (excluding holiday to encourage ethical behavior.
and break periods). For a Level 2 offense:
Students have the right to appeal the decision of a • A grade of zero (0) for the assignment. The 0 is used
College Disciplinary Committee. in the calculation of the final grade.

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 Principles of Marketing. Spring 2021
• A reduction in the grade for the course.
• A grade of “F” for the course. (In such cases the
student may not withdraw from the course.)
• Suspension for one semester.
• In addition the student may be required to complete
additional coursework or to complete a project to
encourage ethical behavior.
For a Level 3 offense:
• A grade of “F” for the course. (In such cases the
student may not withdraw from the course.)
• Forced withdrawal from all courses for the current
semester.
• Suspension for one to three semesters.
• Expulsion from UNIVERSITY.
• In addition the student may be required to complete
additional coursework or to complete a project to
encourage ethical behavior.
For a Level 4 offense:
• Forced withdrawal from all courses for the current
semester.
• Suspension for 1 - 2 years.
• Expulsion from UNIVERSITY.
Students who received sanctions from an academic
disciplinary committee are placed on academic
integrity probation for a minimum of one semester.

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MKT3130 Principles of Marketing, Fall, 2020

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