BA2701 PRINCIPLES OF MARKETING
| Course Code: | 3122701 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Prof.Dr. EMİNEGÜL KARABABA |
| Offered Semester: | Fall Semesters. |
Course Objectives
The aim of this module is to provide students a comprehensive understanding of the concepts and processes of marketing. This course provides students with a consumer oriented perspective that extends beyond traditional marketing knowledge in order to help students understand the roles of social and psychological forces in the planning of marketing strategies. The course content is structured around real world examples, anecdotes and discussions that will help students develop skills of critical analysis and problem-solving. Marketing issues around globalization, sustainability and ethics are discussed. Also this course establishes the basis for the more advanced marketing courses in the department curriculum.
Course Content
This is the first exposure to the marketing discipline for BA students. Introduction to the nature of marketing; development of marketing thought over time; marketing research; consumer behavior; segmentation, targeting, positioning; product development and policies; pricing methods and practices; distribution decisions; integrated marketing communications; marketing management are topics covered in the course.
Course Learning Outcomes
On successful completion of this course, students should be able to:
Course Specific Skills:
1. understand and apply core marketing principles and behavioral theories and recognize their role and importance in marketing decision-making
2. recognize the importance of studying consumer behavior for the effective implementation of the marketing concept
3. demonstrate an understanding of marketing not just as a management practice but also as highly influential and intersecting with political, economic, technological and societal issues
4. demonstrate the ability to devise, sustain and justify arguments relating to broader social issues relevant to marketing practice
Discipline Specific Skills:
5. critically evaluate the models, theories and concepts commonly used in exploring and understanding marketing practice
6. apply a range of behavioral concepts and theories in order to understand or justify marketing activity
Personal and Key Skills:
7. demonstrate the practical ability to analyze, communicate and present ideas, theories and principles
8. demonstrate the ability to present material that supports a reasoned and consistent argument
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution