EASTERN MEDITERRANEAN UNIVERSITY
COURSE OUTLINE
COURSE CODE
COURSE TITLE
COURSE TYPE
LECTURER(S)
CREDIT VALUE
PREREQUISITES
COREQUISITES
DURATION OF COURSE
WEB LINK
OFFICE HOURS
ASSISTANT
MRKT301 COURSE LEVEL 5th semester /3rd year - Undergraduate
Marketing
Area Core
Assoc. Prof. Dr. Halil Nadiri (Gr:1), Damla Urer Erdil (Gr:2)
3 Credit Hrs.
ECTS VALUE
6
None
None
One semester
http://www.emu.edu.tr/hnadiri
http://fbemoodle.emu.edu.tr
Halil Nadiri:Wednesday 11.30-12.20
Damla U. Erdil: Wednesday 10:30-11:20, Thursday 10:30-11:20
Will be announced
CATALOGUE DESCRIPTION
Students majoring in several areas are taking this course. To meet the needs of the different majors, this course
will be broad and varied. We will cover many topics, concentrating on the fundamentals of marketing. The
lecturers will be interested in exploring with you:
 The components of an organization’s strategic marketing program including how to plan, price, promote,
and distribute goods, services, ideas, people, and places.
 Marketing’s relationship to other departments within the firm and to factors outside the organization, such
as the economy, competition, suppliers, and political-legal groups.
 The application of marketing principles to organizations other than for-profit businesses.
 Why and how customers are considered in strategic marketing plans.
AIMS & OBJECTIVES
The main aim of the course is to develop the students’ understanding of marketing’s role in the world economy,
and in the individual firm and also to stress the importance of the customer, and to show the vital need for a
customer orientation on the part of all employees of an organization. The other aims of the course is to
understand the relationships among marketing and other business functions, the government, and society, to
recognize the pervasive application of marketing principles to goods, services, ideas, people, and places, to help
students become more sophisticated consumers and to identify the career opportunities in various areas of
marketing.
GENERAL LEARNING OUTCOMES (COMPETENCES)
On successful completion of this course, all students will have developed knowledge and understanding of:
 Essentials of marketing
 Evolution of marketing
 Modern Marketing Concept versus Societal Marketing Concept
 Dynamic marketing environment
 Segmentation, targeting and positioning
 Marketing information systems
 Buying behavior in consumer and business markets
On successful completion of this course, all students will have developed their skills in:
 Basic concepts of marketing
 Process of developing marketing program
 Understanding the environment that markerters should operate in
 Developing appropriate target market strategies
 Using information systems in decision making and conducting marketing research
 Influencing buyers’ buying process.
GRADING CRITERIA
85-100
80-84
75-79
70-74
A
AB+
B
66-69
63-65
60-62
57-59
54-56
50-53
45-49
0-44
BC+
C
CD+
D
D- (FAIL)
F (FAIL)
RELATIONSHIP WITH OTHER COURSES
Especially this course forms basic understanding and infrastructure for other marketing related elective courses.
LEARNING / TEACHING METHOD
Classroom lectures and examples
Power point presentations
Assignments and quizzes
Midterm and final examination.
METHOD OF ASSESSMENT
Midterm Exam:
Final Exam:
Quizzes:
Homework:
Class Participation:
30%
40%
15%
10%
5%
ATTENDANCE
Attendance is compulsory by school regulations. Students are strongly advised not to miss lecture hours since
success is closely related with attendance. Absence over 20% will be penalized with an NG.
TEXTBOOK/S
Kotler, P,. and Armstrong, G., Principles of Marketing 14 Edition, Pearson Education Limited, 2012
INDICATIVE BASIC READING LIST (SUPPLEMENTARY READING MATERIALS)
NONE
EXTENDED READING LIST (FURTHER READING MATERIALS)
NONE
SEMESTER OFFERRED
2012-2013 Fall Semester
CONTENT & SCHEDULE
Group 01: Lectures will be held on Monday (10.30-12.20) in RD206 and Wednesday (10.30-11.20) in RD206.
Group 02:Lectures will be held on Tuesday (13:30-14:20) in RD202 and Thursday (12:30-14:20) in RD 305.
The lecture topics within the semester are as in the following schedule:
WEEKS
18 - 20 February
25 Feb. – 6 March
11 - 20 March
25 March- 1 April
3- 13 April
15 – 24 April
29 April – 8 May
13- 22 May
27 May- 11 June
CHAPTERS
1
3
4
5
6
7
TOPICS
General Introduction
Marketing: Creating and Capturing Customer Value
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Midterm Exams
Consumer Markets and Consumer Buyer Behavior
Business Market and Business Buyer Behavior
Customer Driven Marketing Strategy: Creating Value for Target
Customers
Final Exams
ASSIGNMENTS
Assignments are designed to develop practical knowledge in concepts and applications of marketing. They
are tools of learning more than tools of assessment.
GUIDELINES FOR ASSIGNMENTS
Home works should be clearly typed on A-4 white paper/s, with a cover page and in a plastic folder file. They
should be in a form that would be acceptable to your future employer. Sloppy work will not be accepted.
Late assignments will not be accepted for initial credit unless you have an authorized written excuse. Late
assignments within acceptable dates will be graded with a 20% discount. No homework can be accepted after
announcement of homework results.
PLAGIARISM
Individual work must reflect an individual’s own effort. Do not copy from others. Academic dishonesty carries a
penalty that may range from receiving a grade of zero to expulsion from the University. Plagiarism is an offence
and will be dealt with according to University regulations.
MAKE-UP EXAMS
Students, who have valid excuses, will be allowed to take make-up examinations for mid-term and final exams.
No make-up exams for quizzes.
IMPORTANT DATES
14th February: Classes Commence
21st February: Last Day for Late Registration
28th February: Last Day for Add and Drop
23rd April: National Sovereignty and Children’s Day (National Holiday)
26th April: Last day for Course Withdrawal
1st May: Workers’ and Spring Day (National Holiday)
19th May: Atatürk Commemoration Youth and Sports Day (National Holiday)
23rd May: Last Day of Classes