MIS 116 – PRINCIPLES OF MARKETING



SYLLABUS SPRING 2015

MIS 216-PRINCIPLES OF MARKETING

Instructor : Aslıhan Nasır

Meeting Times : M4-(HKD 301) and ThTh 23-(HKB 105)

Office Hour : Monday 11:00-12:00 and Tuesday 14:00-15:00

Room : Department of MIS, HKB Room: 224

Office phone : (0212) 359 45 06 (Secretary) or (0212) 359 74 45 (Direct)

e-mail : aslihan.nasir@boun.edu.tr

Course Philosophy: “I hear and I forget; I see and I remember; I do and I understand” Chinese Proverb-

Course Description (catalog):

Core concepts of marketing, marketing management, marketing organizations and the marketing environment. Analysis of characteristics of the consumer and organizational markets, challenges created by the rapidly changing environmental factors, and marketing problems along with the basics of strategy formulation. Case studies in order to better involve students in the identification and the solution of the marketing problems.

Course Objectives:

The objective of this course is to introduce the participants to the basic concepts and principles of marketing and to provide an understanding of the marketing environment. Students who attend this course will perceive the importance and role of marketing for firms and how marketing activities of businesses are formulated and implemented. The elements of the marketing mix and strategic marketing management topics will be examined. Classes will consist of lecturing, real life examples, case studies, discussions, and in-class exercises.

Required Textbook:

Kotler, Philip and Armstrong, Gary. Principles of Marketing. New Jersey: Prentice Hall, 16th ed., 2016. ISBN-13: 9780133795028.

Student Performance Evaluation:

Students’ performance will be evaluated based on three major criteria:

Midterm exams*: 40% (20% each)

Final exam: 45%

Attendance**: 15%

* There’ll be no make-up exam for Midterms.

** 6 Random attendances will be taken, and you should be present at least in 3 of them in order to enter to the FINAL exam. Those who do not fulfill this requirement CANNOT ENTER FINAL EXAM.

Principles of the Course:

a) It is NOT allowed neither to take the photos of the presentation nor to record it.

b) Students should turn off their mobile phones, laptops, and other electronic devices prior to class.

In the case of violation of these principles, students should leave the classroom, and their action will be reported to “student affairs disciplinary committee”.

Week of: Course Outline:

Week 1: Introduction to the Course

Introduction to Marketing

Core Concepts of Marketing

Marketing Management Philosophies

Chapter 1

Week 2: Company and Marketing Strategy

Overview of Strategic Planning Process in Companies

Marketing as a Component of Strategic Planning

Chapter 2

Week 3: The Marketing Environment

Analyzing the Micro Environment of Marketing

Analyzing the Macro Environment of Marketing

Chapter 3

Week 4: Consumer Markets and Buyer Behavior

Model of Consumer Behavior

Factors Influencing Consumer Behavior

The Consumer Decision Making Process

Types of Buyer Behavior

Adoption of New Products

Chapter 5

Week 5: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Market Segmentation Bases and Segmentation Strategies

Targeting Strategies for Selected Segments

Identifying Competitive Advantages, Choosing Positioning Concepts and Strategies

Chapter 7

Week 6 – March 23rd Monday at Class Hour ----------MIDTERM I------------------------------------------------

Week 6/7: Product, Services and Branding Strategy

Understanding Products and Services

Product Classifications

Major Marketing Decisions Related to Products

Branding Strategy and Brand Management

Product Line and Product Mix Decisions

Services Marketing

Chapter 8

Week 8: New Product Development and Product Life Cycle-

New Product Development Strategy and Steps

Phases of PLC

Strategies for Each Phase of PLC

Chapter 9

Week 9: SPRING BREAK!!! (20-24 April)

Week 10: Pricing Considerations and Approaches, Pricing Strategies

Factors to Consider When Setting Prices

New-Product Pricing Strategies

Product Mix Pricing Strategies

Price Adjustment Strategies

Selected Parts from Chapters 10&11

Week 11 – May 4th Monday at Class Hour ----------MIDTERM II------------------------------------------------

Week 11/12: Marketing Channels: Delivering Customer Value

Supply Chains and the Value Delivery Network

The Nature and Importance of Marketing Channels

Channel Behavior and Organization

Channel Design Decisions

Channel Management Decisions

Chapter 12

Week 12/13: Advertising & Public Relations

Setting Advertising Objectives

Developing Advertising Strategy

Evaluating Advertising Effectiveness

The Role of Public Relations

Major Public Relations Tools

Chapter 15

The last day of the courses is May, 13rd .

HAVE A NICE TERM!

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