This course is an introduction to the study of structure and functions of marketing systems in the firm, economy, and society which will include analysis of the environment, target markets, and managerial aspects of marketing. Role of marketing, consumer behaviour, business-to-business markets, marketing research, segmentation and targeting will also be described and discussed. In addition, managerial aspects of marketing such as product and service development, pricing, promotion, advertising, selling, and distribution will be covered.
Introduction to Marketing (MKTG 301)
2022 Spring
Sabancı Business School
Marketing(MKTG)
3
6
Zeynep Aydın Gökgöz zeynep.aydin@sabanciuniv.edu, Vahid Karimi Motahhar vahid.karimimotahhar@sabanciuniv.edu,
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English
Undergraduate
--
Interactive lecture,Seminar
Interactive,Learner centered,Project based learning,Case Study
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| Programs\Type | Required | Core Elective | Area Elective |
| Decision and Behavior Minor | * | ||
| Entrepreneurship Minor | * | ||
| Management | * | ||
| Management | * |
CONTENT
OBJECTIVE
The integrated lecture and seminar programme is designed to:
? To introduce students to the study of marketing in higher education. Student learning of the basic raw material is enhanced by encouraging students to use their direct experience of marketing as an input to their studies.
? Assist students with issues such as time management and the change from structured to more autonomous learning.
? Develop the transferable skills of analysis, critical thinking and presentation which students need to progress in higher education, not only in Marketing but in related subjects.
LEARNING OUTCOMES
- On completion of this course, students should be able to: Appreciate the ways in which theories from marketing and the wider social sciences inform our understanding of marketing in practice. Demonstrate their understanding of the marketing environment, evolution and constraints Apply their knowledge of marketing models and theories to decisions within a managerial context. Upon successful completion of the course, the student should be able to: 1. Observe and interpret marketing in action; 2. Critically evaluate their own behaviours as marketing consumers; 3. Become acquainted with research issues and instruments in marketing.
PROGRAMME OUTCOMES
1. Understand the world, their country, their society, as well as themselves and have awareness of ethical problems, social rights, values and responsibility to the self and to others. 5
2. Understand different disciplines from natural and social sciences to mathematics and art, and develop interdisciplinary approaches in thinking and practice. 5
3. Think critically, follow innovations and developments in science and technology, demonstrate personal and organizational entrepreneurship and engage in life-long learning in various subjects; have the ability to continue to educate him/herself. 4
4. Communicate effectively in Turkish and English by oral, written, graphical and technological means. 5
5. Take individual and team responsibility, function effectively and respectively as an individual and a member or a leader of a team; and have the skills to work effectively in multi-disciplinary teams. 5
1. Have an understanding of economics and main functional areas of management 5
2. Have a basic all-around knowledge in humanities, science, mathematics, and literature 2
3. Have a basic knowledge of law and ethics, awareness of social and ethical responsibilities 3
4. Work effectively in teams and environments characterized by people of diverse educational, social and cultural backgrounds 5
5. Demonstrate proficiency in oral and written communications in English 5
6. Pursue open minded inquiry and appreciate the importance of research as an input into management practice; thus, a.know how to access, interpret and analyze data and information by using current technologies b.use the results from analyses to make informed decisions 5
7. Use office softwares for written communication, presentation, and data analysis 5
8. Demonstrate awareness that business settings present different opportunities and challenges for managers due to environmental/contextual differences that arise in economic, political, cultural, legal-regulatory domains 5
Update Date:
ASSESSMENT METHODS and CRITERIA
| Percentage (%) | |
| Final | 25 |
| Midterm | 30 |
| Participation | 10 |
| Group Project | 25 |
| Other | 10 |
RECOMENDED or REQUIRED READINGS
| Textbook |
Kotler P and Armstrong G (2012), Principles and Practice of Marketing, 14th edition (global edition), Pearson. ISBN:978-0-273-75243-1 |