| Academic Unit: |
Faculty of Communication |
| Mode of Delivery: |
Face to face |
| Prerequisites: |
None |
| Language of Instruction: |
English |
| Level of Course Unit: |
Undergraduate |
| Course Coordinator: |
- - |
| Course Objectives: |
The students are expected to:
• Grasp the marketing function in business firms.
• Understand the methods of using marketing knowledge in developing and implementing successful marketing strategies. |
| Course Contents: |
This is an elementary-level marketing course that focuses specifically on the key terms, frameworks, and approaches that constitute the contemporary marketing theory as well as its applications in practical business circles. |
| Learning Outcomes of the Course Unit (LO): |
- 1- Ability to understand basic principles of marketing and key terms
- 2- Ability to understand self-marketing
- 3- Ability to understand marketing function, importance of marketing for consumers, developing and implementing business strategies
|
| Planned Learning Activities and Teaching Methods: |
The course consists of 3 basic modules. These are: 1. Marketing Basics 2. The 4 P’s 3. Integrated Marketing Communications (IMC) Modules start with an introduction that reveals the necessity of the concept that will be analyzed within the module. Students are then asked to present their observations and do small projects related to the concept to be able to interiorize the knowledge. Presentations of the projects are graded 50% of the total grade. Written project reports and presentations are graded 50% of the total grade. Grades are assessed by the instructor. |
| Week | Subjects | Related Preperation |
| 1 |
Orientation Week (Introduction and course plan) |
|
| 2 |
The Marketing Environment and Consumer Behavior |
Kotler & Armstrong 2018 ch.3 & ch.5 |
| 3 |
Segmentation, Targeting and Positioning |
Kotler & Armstrong 2018 ch.7 |
| 4 |
Marketing and Society, Social Responsibility and Ethics |
Kotler & Armstrong 2018 ch.20 |
| 5 |
Module Project Presentation |
Delivering project reports. |
| 6 |
Product |
Kotler & Armstrong 2018 ch.8 |
| 7 |
Price-Place |
Kotler & Armstrong 2018 ch.10-11-12-13 |
| 8 |
Promotion |
Kotler & Armstrong 2018 ch.19 |
| 9 |
Module Project Presentation |
Delivering project reports |
| 10 |
IMC: Advertising, Sales Promotion and PR |
Kotler & Armstrong 2018 ch.15&16 |
| 11 |
IMC: Digital, Social Media and Mobile Marketing |
Kotler & Armstrong 2018 ch.17 |
| 12 |
International and Global Marketing |
Kotler & Armstrong 2018 ch.19 & project paper |
| 13 |
Module Project Presentation |
Delivering project reports. |
| 14 |
Review Week |
|
At Kadir Has University, a Semester is 14 weeks; The weeks 15 and 16 are reserved for final exams.
THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)
| # |
PQ1 |
PQ2 |
PQ3 |
PQ4 |
PQ5 |
PQ6 |
PQ7 |
PQ8 |
PQ9 |
PQ10 |
PQ11 |
PQ12 |
| LO1 |
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| LO2 |
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| LO3 |
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Contribution: 1 Low, 2 Average, 3 High
