INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2012-2013

SYLLABUS
Code Name Level Year Semester
BUS 221 Marketing I Undergraduate 2 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
5 150 English

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Muzaffer AYDEMÄ°R, Assoc. Prof. Dr.
[email protected] no email

COURSE OBJECTIVE
The purpose of this course is to cover subjects that relate to foundations of marketing management in modern business establishments. Topics to be taught in this course include definition and scope of marketing, marketing environment, managing marketing information, consumer and business buyer behavior, creating value for target customers, product, services and branding strategy, new product development and product life-cycle strategies, pricing products: Understanding and capturing customer value.

COURSE CONTENT
Week
Topic
  1. Course introduction
  2. Chapter 1: Marketing: Managing profitable customer relationships
  3. Chapter 1: Marketing: Managing profitable customer relationships
  4. Chapter 2: Company and marketing strategy: Partnering to build customer relationships. (Quiz 1)
  5. Chapter 3: The marketing environment
  6. Chapter 4: Managing marketing information (Quiz 2)
  7. Chapter 5: Consumer markets and consumer buyer behavior
  8. Chapter 5: Consumer markets and consumer buyer behavior
  9. Mid-term exams
  10. Chapter 6: Business markets and business buyer behavior
  11. Chapter 7: Customer-driven marketing strategy: Creating value for target customers
  12. Chapter 8: Product, services and branding strategy
  13. Chapter 9: New product development and product life cycle strategies
  14. Chapter 10: Pricing products: Understanding and capturing customer value.

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Lectures
    • Presentation
    • Self Evaluation
    • Assignments
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Quiz420
    Homework100
    Midterm Exam(s)125
    Presentation110
    Final Exam140
    +attendance155
    Total: 100
    Learning outcomes
      TEXTBOOK(S)
      • 1-Kotler, P. and Armstrong, G. (2008). Principles of Marketing 12e. Pearson: London.

      ECTS (Allocated based on student) WORKLOAD
      Activities Quantity Duration (Hour) Total Work Load
      Lecture (14 weeks x Lecture hours per week)348144
      Laboratory / Practice (14 weeks x Laboratory/Practice hours per week) 0
      Midterm Examination (1 week)133
      Final Examination(1 week)133
      Preparation for Midterm Examination 0
      Preparation for Final Examination50
      Total Workload: 150
      ECTS Credit (Total workload/25): 6