Faculty of Economics and Social Sciences
Department of Management

Code Name Level Year Semester
MAN 104 Introduction to Marketing Undergraduate 1 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Non-area Elective 5 2 + 1 136 English

Instructor Assistant Coordinator
Mersid POTURAK, Assoc. Prof. Dr. Mersid Poturak Mersid POTURAK, Assoc. Prof. Dr.
[email protected] mersid.poturak no email

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.

The main objective of this course is to describe marketing process, and through variety of real world cases and case studies as well students’ personal experiences with marketing, to enhance students’ perception and importance of marketing in their further life, no matter what they do after their studies.

  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.
  5. Chapter 3: The marketing environment
  6. Chapter 4: Managing marketing information
  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.
  15. Final Exam


    • Interactive Lectures
    • Presentation
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)140
    Class Deliverables110
    Final Exam150
    Total: 100
    Learning outcomes
    • Define and apply knowledge of the key marketing concepts,
    • 2. Explain how marketing decisions are influenced by various forces in the external business environment
    • How trends and developments affect current and future marketing practices,
    • Critically discuss case studies
    • Analyse specific consumer behaviors and purchasing decisions,
    • Kotler, P. and Armstrong, G. (2011). Principles of Marketing 13e. Pearson: London.

    ECTS (Allocated based on student) WORKLOAD
    Activities Quantity Duration (Hour) Total Work Load
    Lecture (14 weeks x Lecture hours per week)14228
    Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)14114
    Midterm Examination (1 week)122
    Final Examination(1 week)122
    Preparation for Midterm Examination12020
    Preparation for Final Examination12525
    Assignment / Homework/ Project12525
    Seminar / Presentation12020
    Total Workload: 136
    ECTS Credit (Total workload/25): 5