INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2014-2015

SYLLABUS
Code Name Level Year Semester
MAN 122 Introduction to Marketing Undergraduate 1 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
5 129

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Mersid Poturak Mersid POTURAK, Assist. Prof. Dr.
[email protected] [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.
  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. Chapter 6: Business markets and business buyer behavior
  10. Mid-term exams
  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

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Lectures
    • Presentation
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)140
    Presentation110
    Final Exam150
    Total: 100
    Learning outcomes
      TEXTBOOK(S)
      • 1- 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)111
      Final Examination(1 week)111
      Preparation for Midterm Examination25125
      Preparation for Final Examination25250
      Assignment / Homework/ Project 0
      Seminar / Presentation11010
      Total Workload: 129
      ECTS Credit (Total workload/25): 5