BUS 209 Principles of Marketing
Fall 2014
Th 9:00 - 11:50 a.m. Classroom: 309
BASIC INFORMATION
Professor: Dr. Hurrem Yilmaz,
Telephone: Office: 211-6666 ext. 7442, Marketing Department: 211-6666 ext.6757
Email: hurrem.yilmaz@zirve.edu.tr
Office Hours: Friday 1:00 - 3:00 pm, and by appointment
Please note: 1. All e-mails (from me and from you) will use Zirve University e-mail
addresses.
2. You must include BUS 209 (or just 209) in the subject line of your e-mails to me. Emails not properly identified may be deleted without being opened.
3. The best way to reach me is by E-mail
COURSE DESCRIPTION
This course is an introduction to the practice of marketing. The course is organized around
the four elements of marketing: Product Policy, Pricing, Channels of Distribution,
and Marketing Communications.
COURSE OBJECTIVE
Upon successful completion of the course, the student should be able to:
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Understand the role of marketing in profit and not-for-profit organizations and its
importance for individuals within a society.
Understand the marketing process well enough to identify, in detail, the elements and
relationships of marketing decisions, marketing research, marketing targets, consumer
behavior, product strategy, channels of distribution, promotion, and pricing. In order to
accomplish this goal, the course has numerous real-world examples and emphasizes
correct use of vocabulary and terms related to concepts and principles.
Define the elements that make up the marketing environment and explain how they apply
to practical examples.
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Understand how organizations develop and maintain long-term partnering relationships
through focusing on quality initiatives, ethical behavior and social responsibility.
Plan and implement specific marketing mix strategies (product, price, promotion and
distribution) for specific target markets through experiential exercises.
Understand the opportunities and strategies involved in global marketing.
Learn how marketing interfaces with the internal and external environments of
organizations.
Improve analysis, organization, presentation and written skills.
TEXTBOOK
MARKETING The Core, Kerin, Hartley, and Rudelius, McGraw-Hill / Irwin
CLASS FORMAT
Classes may involve lectures, videos, small group exercises and discussions. The class discussion
and lecture will focus on the marketing concepts and applications of them.
I welcome your questions and comments at any time, especially via e-mail. I will always try to
answer your e-mail on the day I receive it. I am also glad to meet with you during my office
hours or by appointment, so please don’t hesitate to contact me if you have any questions about
the course.
There are likely to be times when the course becomes difficult. It is the student’s responsibility to
inform the instructor so that help may be given. The student should be aware that help is likely to
be given in the form of direction rather than sorting out the solutions.
GRADES
Course grades will be determined by your performance on examinations, group project, project
presentation, peer evaluation, class participation and homework. The weight given to each of the
above is given below.
Class Participation and attendance
Exam #1
Exam #2
Assignments (total of five, 8% each)
Peer Evaluation
TOTAL
BONUS: Best Project and Presentation
10 %
20 %
25
40 %
5%
100 %
5%
Grading policy:
A 95% and above
A- 90-94%
B+ 85-89%
B 80-84%
B-75-79%
C+ 70-74%
C 65-69%
C- 60-64%
D+ 55-59%%
D 50-54%
F Below 49 %
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ASSIGNMENTS
The objective of the assignments is to provide you with hands on experience in applying the
concepts and methods of marketing to a real marketing problem. These assignments will focus on
your understanding of various marketing issues, strategies, trends, etc. Be creative, yet thorough.
Have fun, but make sure your understanding of marketing shines through. Be sure to present your
assignment in a professional manner in a FOLDER (so the pages don't get lost). This is a GROUP
assignment. You are to complete specific exercises related to the chapters we cover this semester.
Assignments will be graded on the basis of the timely completion of assignments, your
understanding of the topic, and thoroughness of your answer, the creativity of it, and your
analytical and writing abilities. All elements of the assignment must be typed. More details of this
assignment will be given later in class. It will be worth 40 % of your grade. Late assignments
will NOT be accepted.
TEAM and PRESENTATION
How many members to a team?
Maximum of 3 (three). The instructor will assign those without a team. You may choose to do
the assignments alone if you wish but this is not a wise decision as they are very time consuming
for one person. When selecting your team members, pay special attention to your class and work
timings to prevent future conflicts in scheduling team meetings. Toward the end of the semester,
team members will be evaluated by one another for cooperation, contribution, and responsibility.
Team members can be fired as a result of group decision. In that case, fired member(s) should
start and finish ALL the assignments individually.
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All work should represent a level of grammar, spelling, and punctuation that is indicative
of a college student.
The groups will present two of the assignments to the class throughout the semester and
the class will evaluate the quality of both the presentation and the assignment.
Presentation should be in PowerPoint format and take not more15 minutes.
 Criteria for the Evaluation of the Presentation:
Content: Introduces the general topic and discusses the key issues or concepts
Thoroughly supports and explains the thesis.
Offers powerful or resonating closure
Style:
Was the presentation interesting? Engaging?
Confidence of the speakers - relaxed.
Were the visuals presented clearly?
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CLASS PARTICIPATION AND ATTENDANCE
The nature of this course and the way you are evaluated make it difficult a class to miss in any
given week. It is your responsibility to attend class, and to update and make any changes to the
course syllabus and agenda as announced by the instructor as the course goes on. Obviously, if
you are not in class you cannot receive credit for your contribution toward the class discussions.
For your class participation grade, you will be evaluated based on your (1) attendance in class
(3%), (2) contributions to class discussions (7%). My assessment of your contributions to class
discussion will be based primarily on the quality -- not quantity -- of your contributions. Your
goal as a participant in this class is to make at least one high-quality contribution during each
class session.
In rare instances, students may have to miss class for what I would call a valid, university-related
reason. (Such reasons include times when the student is: (a) participating in a previously
approved field trip or other official Zirve University activity (e.g., athletics, debate, music, theater
arts); (b) confirmed under doctor’s order) Except for medical emergencies, which will require
proper documentation, all other absences must be approved by the instructor prior to the class
session that will be missed. For 0(zero) unexcused absences a student’s score will be
automatically moved up 3 percentage point, i.e., 67% will become 70%, 87% will become 90%
etc. Attendance means that you arrive on time and stay for the entire class period.
EXAMINATIONS:
There will be two exams and midterm exam is worth 20% and final exam is worth of 25%.
Exams are CLOSED book and contain multiple-choice questions from lectures, discussion,
audio/visual material, and the textbook. The exams will not be cumulative. If class is canceled
on a scheduled exam day, the exam will be given the next scheduled class day.
Students who have questions and concerns regarding their exams are welcome and encouraged to
come by during office hours to discuss about their exams. If you are unable to come by during
office hours, please contact me to schedule an appointment. Questions about any exam must be
raised prior to the next exam.
CLASS POLICIES:
Everyone is responsible enough to make it to class. The fact that classes are scheduled is
evidence that class attendance is very important. Students should, therefore, maintain regular
attendance if they are to obtain maximum success in the pursuit of their studies. Conversely,
simply attending class does not guarantee success – you need to pay attention, take
comprehensive notes, participate in the class discussion, and ask for clarification when needed.
 It is expected that you will display the highest levels of respect for everyone in the
classroom.
 When class begins, please stop your conversations. Wait until class is completely over
before putting your materials away in your backpack, standing up, or talking to friends.
 Cell phones and mp3 players or other devices that generate sound must be turned off
during class and should be out of sight during class time. No talking on cell phones, text
messaging, or emailing on laptops during class. Wait until after class to return any calls
received. You must leave your phone, PDA, etc. on teacher’s desk during the exams.
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If you are using a computer, please refrain from internet surfing during lecture time – it is
distracting to other students and rude.
Beverages and “non-distracting food” should be fine.
Please be on time for all classes. If you must come late/leave early, please be discrete and
not disturb class. Those who come late should seat themselves as close to the entrance as
possible and avoid any sort of disruption.
ACADEMIC INTEGRITY
I expect each student to produce his/her own work on all assignments and not cheat on any exam.
When the student uses outside sources, he/she is expected to cite the sources in an appropriate
way. The students must show sources for the following:
* work and opinions of others
* the paraphrasing of someone else’s words
* electronic media, web sites, Cds
* the pictures, maps, software, data and graphics,
* audio and visual materials
PLAGIARISM: The use, whether deliberate or unintentional, of an idea, phrase, or other
materials from a source without proper acknowledgment of that source in a work for which the
student claims authorship; the misrepresentation of sources used in a work for which the student
claims authorship; the improper use of course materials in a work for which the student claims
authorship; the use of papers purchased online and turned in as one’s own work; submitting
written work, such as laboratory reports, computer programs, or papers, which have been copied
from the work of other students, with or without their knowledge and consent. The risk of
plagiarism can be avoided in written work by clearly indicating, either in footnotes or in the paper
itself, the source of any major or unique idea or wording that you did not arrive at on your own.
Sources must be given regardless of whether the material is quoted directly or paraphrased.
*In an obvious case of cheating, the exam paper is not evaluated. Failure to cite sources in
homework and writings is considered cheating. In this case either the assignment may be given a
zero or the student may be asked to re-write it.
Students are assumed to understand what Academic Honesty is, to know the results of a behavior
violating the Academic Honesty Policy (such as low grades and disciplinary incident) and obey to
the rules mentioned above.
CHANGES TO THE SYLLABUS: Changes to the syllabus will occur from time to time based
on further need for discussion, weather, schedule changes, consensus between students and
professor, etc. based on professor discretion. Students will be advised in advance of any changes.
Note: Exam dates are 100% guaranteed. While the material covered on each exam may change
from the tentative schedule, I assure you that the exam dates will not.
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BUS 209
Date
Sep. 25
Fall 2014
Zirve University
Dr. Hurrem YILMAZ
TENTATIVE CLASS SCHEDULE
Topic
Assignments
Introduction, Overview
Form groups
CH.1 Customer Relationship and Value
Oct. 1
CH.2 Linking Marketing and Corporate Strategies
Oct. 8
CH. 3 Scanning the Marketing Environment
Oct. 15
CH. 4 Consumer Behavior
Oct. 22
CH. 5 Organizational Buyer Behavior
Oct. 29
CH. 6 Reaching Global Markets
Nov. 6
CH. 7 Turning Marketing Information Into Action
Nov.13
EXAM 1
Nov. 20
CH. 8 Identifying Market Segments and Targets
Nov. 27
CH. 9 Developing New Products and Services
Dec. 4
CH. 10 Managing Products, Services, and Brands
Dec. 11
CH. 11 Pricing Products and Services
Dec. 18
CH.14 Integrated Marketing Communications and
Direct Marketing
Assignment 4 (Sales Promotion) due
Dec. 25
CH.15 Advertising, Sales Promotion, Public
Relations
Assignment 5 (Advertising) due
Final exam Jan5-Jan 16
EXAM 3
(Ch. 8,9,10,11,14,15)
Assignment 1 (SWOT Analysis)
due
Assignment 2 (Consumer Behavior)
due
EXAM 1
(Ch. 1,2,3,4,5,6,7)
Assignment 3 (Segmentation,
Targeting, Positioning) due
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