Aim of the Course:

This course introduces students to the fundamental concepts of

marketing, its functions and organizations, the role of marketing in the
society and marketing strategy formulation within the challenges and the
opportunities of the current marketing environment. The course aims to
give the student a basic framework for an understanding of the marketing
system, the development of alternative courses of action for competitive
advantage, as well as building sensitivity among students for socially
responsible marketing as managers and as consumers.
Learning Objectives:
By the end of the semester the students taking the course are expected to
have an understanding of the:
basic concepts of and various approaches to marketing.
marketing as a system within the framework of the current
marketing environment.
the functioning of consumer and business markets.
the place of marketing information systems in marketing.
the role of segmentation, targeting and positioning in marketing
strategy.
basic concepts and principles related to the development of the
marketing mix.
main strategies for building and maintaining competitive advantage
in the global marketplace.
At the end of the course the students should be able to integrate these
concepts together such that when faced with a marketing problem they
will be able to:
analyze the problem.
formulate alternative strategies, plans and procedures.
evaluate the advantages and the disadvantages of each course
of action for the consumer, the firm, and the society as a whole
and choose the best course of action.

Method of Instruction:
Objectives will be stated before each chapter. Key terms and the concepts
will be explained through the use of lectures, real life examples, visual
elements and class discussions. Cases and assignments will be given to
further clarify the subjects discussed in the course and to apply them to
real life or hypothetical situations. Quizzes are given so that students get a
good grasp of the course material before the mid-term and final exams.
The grades students get from assignments and quizzes will be part of the
overall term grade. Student participation in the course is strongly
encouraged. Students will be asked to present some of the topics in the
course
and create some of the quiz questions. Students are also
encouraged to bring to class news items and articles from periodicals,
newspapers and magazines that cover current developments related to
the topics covered and discuss them in class.
Electronic devices and the Internet provide vast opportunities for
access to information and communication. They are valuable tools
aiding in preparation for and study of the course material,
for
review before the exams as well as in collecting information for
assignments and course projects. However the use of cell phones,
lap top computers , iPods and any other such devices in class get
in the way of
the due attention, concentration and
comprehension of the lectures and class discussions and thus
inhibit learning. For that reason, the use of such devices is not
allowed Assignments:
The assignment material is the cases and questions in the main textbook
as well as the supporting text. Hypothetical cases and questions referring
to a real life issues are also created by the instructor and offered to
students asking for answers/discussion in written form. Students are
expected to submit case assignments and be prepared to discuss them in
class. Each assignment should be submitted in a plastic jacket or folder. A
cover page should be attached to the assignment, indicating the code and
the title of the course, the topic, the name of the student and the date of
submission.
Students are expected to turn in the assignments on the dates due.
Students will lose one tenth of the total assignment grade for each day of
late submission.
Main Text: Philip Kotler and Gary Armstrong (2012), Principles of
Marketing, Fourteenth
Edition, Englewood Cliffs, New Jersey:
Prentice Hall.
References and Cases:
Michael R. Czinkota, Peter R. Dickson and others, (2000), Marketing: Best
Practices, Orlando, Florida: The Dryden Press.
William D. Perreault Jr., and E. Jerome McCarthy, (2003), Basic Marketing:
A Global- Managerial Approach, Boston: McGraw-Hill.

Grading:
The mid- term exams will be any combination of multiple choice and essay
type questions, as well as short cases. The final exam is composed of
comprehensive questions requiring students to write short essays
integrating all concepts covered in the course.
The term grade is given on the basis of a curve reflecting class
performance. The individual grade of each student within this
curve is a weighted average of exam grades, assignments and
class participation as follows:
Mid-term Exam I
Mid-term Exam II
Assignments

25 pts.
25 pts

quizzes and class participation

Final Exam

20 pts .

30 pts.
______________
100 pts.

Academic Integrity

The very nature of higher education requires that students adhere to

accepted standards of academic integrity. Violation of academic
integrity may be defined to include the following: cheating,
plagiarism, falsification and fabrication, abuse of academic materials,
complicity in academic dishonesty, and personal misrepresentation. It
is the students responsibility to be aware of the behaviors that
constitute academic dishonesty. Violating the standards of academic
integrity will result in getting an F from the course and necessary
disciplinary action will be taken according to the Boazii Universitys
regulations.
WEEKS
Week 1Sept 22

TOPICS
Introduction to the course.

READING
SOURCES
Kotler &Armstrong
Ch. 1.

Marketing: Creating and Capturing

Customer Value
Week
Sept. 29

2- Company and Marketing Strategy:

Partnering to Build Customer
Relationships.

Kotler & Armstrong

Ch.2.

Week 3- Oct. Monday Oct. 6- Tuesday Oct.7

6
Kurban Bayram

Week 4 Oct. Analyzing

13
Environment

the

Marketing Kotler & Armstrong

Ch. 3

Week 5- Oct. Managing Marketing Information to

20
Gain Customer Insights

Kotler & Armstrong

Ch 4.

Week 6- Oct. Consumer Markets and Consumer

27
Buying Behavior

Kotler & Armstrong

Ch. 5.

WEEKS

READING
SOURCES

TOPICS
First Mid-term Exam
Week 7-Nov.
3

Business Markets
Buying Behavior

and

Business

Kotler & Armstrong

Ch. 6.

Week 8-Nov.
10

Customer-Driven Marketing
Strategy: Creating Value for Target
Customers (Segmentation,
Targeting, and Positioning)

Kotler & Armstrong

Ch.7

Week 9Nov. 17

Product, Services, and

Building Customer Value

Kotler & Armstrong

Ch. 8 .

Week
Nov. 24

Brands:

10- New-Product Development and

Product Life-Cycle Strategies

Week 11Dec. 1

Kotler & Armstrong

Ch. 9.

Communicating Customer Value: Kotler & Armstrong

Integrated
Marketing Ch. 14
Communications Strategy
Second Mid-term Exam

Week
Dec.8

12- Creating Competitive Advantage.

Kotler & Armstrong

Ch. 18

Week
Dec. 15
Week
Dec. 22

13-

Kotler & Armstrong

Ch.19.

The Global Marketplace.

14- Review & Cases

A minimum of 70 % attendance is required in this course.

In order to be eligible to take the final exam, students must have
completed all the course requirements with a minimum grade of
50.

There will be no make-ups for the mid-term exams. A make-up

for the final exam is subject to the approval of the related
committee of the University (Boazii niversitesi Mazeret
Komisyonu).