SYLLABUS
SPRING 2015
MIS 216-PRINCIPLES OF MARKETING
Instructor
Meeting Times
Office Hour
Room
Office phone
e-mail
: Aslıhan Nasır
: M4-(HKD 301) and ThTh 23-(HKB 105)
: Monday 11:00-12:00 and Tuesday 14:00-15:00
: Department of MIS, HKB Room: 224
: (0212) 359 45 06 (Secretary) or (0212) 359 74 45 (Direct)
: aslihan.nasir@boun.edu.tr
Course Philosophy: “I hear and I forget; I see and I remember; I do and I understand” Chinese ProverbCourse Description (catalog):
Core concepts of marketing, marketing management, marketing organizations and the marketing environment.
Analysis of characteristics of the consumer and organizational markets, challenges created by the rapidly changing
environmental factors, and marketing problems along with the basics of strategy formulation. Case studies in order to
better involve students in the identification and the solution of the marketing problems.
Course Objectives:
The objective of this course is to introduce the participants to the basic concepts and principles of marketing and to
provide an understanding of the marketing environment. Students who attend this course will perceive the importance
and role of marketing for firms and how marketing activities of businesses are formulated and implemented. The
elements of the marketing mix and strategic marketing management topics will be examined. Classes will consist of
lecturing, real life examples, case studies, discussions, and in-class exercises.
Required Textbook:
Kotler, Philip and Armstrong, Gary. Principles of Marketing. New Jersey: Prentice Hall, 16th ed., 2016. ISBN-13:
9780133795028.
Student Performance Evaluation:
Students’ performance will be evaluated based on three major criteria:
Midterm exams*:
40% (20% each)
Final exam:
45%
Attendance**:
15%
* There’ll be no make-up exam for Midterms.
** 6 Random attendances will be taken, and you should be present at least in 3 of them in order to enter to the
FINAL exam. Those who do not fulfill this requirement CANNOT ENTER FINAL EXAM.
Principles of the Course:
a) It is NOT allowed neither to take the photos of the presentation nor to record it.
b) Students should turn off their mobile phones, laptops, and other electronic devices prior to class.
In the case of violation of these principles, students should leave the classroom, and their action will be
reported to “student affairs disciplinary committee”.
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Week of:
Course Outline:
Week 1:
Introduction to the Course
Introduction to Marketing
Core Concepts of Marketing
Marketing Management Philosophies
Chapter 1
Week 2:
Company and Marketing Strategy
Overview of Strategic Planning Process in Companies
Marketing as a Component of Strategic Planning
Chapter 2
Week 3:
The Marketing Environment
Analyzing the Micro Environment of Marketing
Analyzing the Macro Environment of Marketing
Chapter 3
Week 4:
Consumer Markets and Buyer Behavior
Model of Consumer Behavior
Factors Influencing Consumer Behavior
The Consumer Decision Making Process
Types of Buyer Behavior
Adoption of New Products
Chapter 5
Week 5:
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Market Segmentation Bases and Segmentation Strategies
Targeting Strategies for Selected Segments
Identifying Competitive Advantages, Choosing Positioning Concepts and Strategies
Chapter 7
Week 6 – March 23rd Monday at Class Hour
Week 6/7:
----------MIDTERM I------------------------------------------------
Product, Services and Branding Strategy
Understanding Products and Services
Product Classifications
Major Marketing Decisions Related to Products
Branding Strategy and Brand Management
Product Line and Product Mix Decisions
Services Marketing
Chapter 8
Week 8:
New Product Development and Product Life Cycle-
New Product Development Strategy and Steps
Phases of PLC
Strategies for Each Phase of PLC
Chapter 9
Week 9:
SPRING BREAK!!! (20-24 April)
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Week 10:
Pricing Considerations and Approaches, Pricing Strategies
Factors to Consider When Setting Prices
New-Product Pricing Strategies
Product Mix Pricing Strategies
Price Adjustment Strategies
Selected Parts from Chapters 10&11
Week 11 – May 4th Monday at Class Hour
Week 11/12:
----------MIDTERM II------------------------------------------------
Marketing Channels: Delivering Customer Value
Supply Chains and the Value Delivery Network
The Nature and Importance of Marketing Channels
Channel Behavior and Organization
Channel Design Decisions
Channel Management Decisions
Chapter 12
Week 12/13:
Advertising & Public Relations
Setting Advertising Objectives
Developing Advertising Strategy
Evaluating Advertising Effectiveness
The Role of Public Relations
Major Public Relations Tools
Chapter 15
The last day of the courses is May, 13rd .
HAVE A NICE TERM!
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