ࡱ> ]_\;Dbjbjޤ 4Hƴƴ%FF8lA<8t}"}7777777$9,<~7-77^}7}724@]"a2DG3i7708_3\<<044><4p77$8<F O:SYLLABUS SPRING 2015 MIS 216-PRINCIPLES OF MARKETING Instructor : Asl1han Nas1r Meeting Times : M4-(HKD 301) and ThTh 23-(HKB 105) Office Hour : Monday 11:00-12:00 and Tuesday 14:00-15:00 Room : Department of MIS, HKB Room: 224 Office phone : (0212) 359 45 06 (Secretary) or (0212) 359 74 45 (Direct) e-mail :  HYPERLINK mailto:aslihan.nasir@boun.edu.tr aslihan.nasir@boun.edu.tr Course Philosophy: I hear and I forget; I see and I remember; I do and I understand Chinese Proverb- Course 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% * Therell 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: It is NOT allowed neither to take the photos of the presentation nor to record it. 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. 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 ----------MIDTERM I------------------------------------------------ Week 6/7: 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) 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 ----------MIDTERM II------------------------------------------------ Week 11/12: 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 . :>@BTVXZ\f  ( : < R Z ` l       < = O P V [ \ ƾΠΠβΠ jhhq!5UmH sH hhU5mH sH hU5mH sH h+qu5mH sH hhq!>*mH sH hh~5hhvY5hhq!5mH sH hUmH sH h!mH sH hh~mH sH hhq!mH sH /Z\<  P   / !gdedgdAdhgdx d*$gdq!$a$gdq! $dha$gd~ $da$gdq!gdq!     - / !>rfrf[rfPh`hLZCJaJhhtfCJaJhhLZ5CJaJhhLZ5>*CJaJhhLZCJaJ hh. hAhhq!5hhq!5>* hA5>* hhq!hhq!mH sH hhq!5mH sH hhq!0J5mH sH  jhhq!5UmH sH &jhhq!5UmH sH >DE\]z{}Ƚ~pdYQYIAYhmCJaJh3S8CJaJh-QCJaJhhToCJaJhhTo5CJaJhhTo5>*CJaJhhLZCJaJh\h\CJaJh`htfCJaJh\CJaJh`h`CJaJh`h.3CJaJh`h`CJaJh`h`CJH*aJhj'CJaJh\hLZ56CJaJh`hLZCJaJh`hC'CJaJ +>ST?Y,NXdgdxgdA & F ex^e`gdAxgdAdhgdmdhgdxdhgdTogde *:;<HJPQST}~&24=>?WY_zzoc\ huFhAh,hA5CJaJhA5>*CJaJhE5CJaJh55CJaJh3S8hm5>*CJaJh6~5CJaJh5CJaJhmhm5CJaJh3S85CJaJhm5CJaJhe5>*CJaJhmCJaJh"CJaJh3S8CJaJhhToCJaJhCJaJ$_jsˤ|nbYM|Mhh-35CJaJh5CJaJhhLZ5CJaJhhLZ5>*CJaJhh.35CJaJhh.35>*CJaJhh=5>*CJaJhA5>*CJaJh,hA5>*hhA>*hhA5>*hAhB3hA5huFhA5>* hA5>*h~yhA5 huFhAhuFhA5NXY^_bdkzoyz>?HIɽɱɦ՚ɽɦvj\hhtf56CJaJhhLZ6CJaJhh-3CJaJhh%056CJaJhh%0CJaJhh%05CJaJhhtfCJaJhhkp5CJaJhh5CJaJhhLZ5CJaJh%05CJaJh5CJaJhhLZ56CJaJhhLZCJaJ XYBoyz&?IJM ^ `gd%0dgd%0dhgd%0 dhgd%0dgddhgdxgdIJOPRSwMVW\]^_`h{iT?T-"hW'5CJaJehr(hh@5CJaJehr(hh5CJaJehr"h}5CJaJehr"hsr5CJaJehrhhLZ56CJaJhhy156CJaJhhLZCJaJh%0h%05CJaJhhacf5CJaJh<55CJaJhhLZ5CJaJh T5CJaJh5CJaJhhI<25CJaJMW!9h:His *dgdhdhgdkgd`dhgd BdgdPJgddgd dhxgddhgdxhjkqŰ׆qh_VJ>5Jh<55CJaJhhJB5CJaJhhLZ5CJaJh {5CJaJh!u5CJaJhTc5CJaJ(hhy15CJaJehr(hhwO5CJaJehr(hhz5CJaJehr(hh@5CJaJehr"h5CJaJehr"hW'5CJaJehr+hW'hW'5CJH*aJehrfg  89:iqrsĶ譤th\TIĶhhPJCJaJhPJCJaJhh|G5CJaJhhTo5CJaJhhJB5CJaJhh@5CJaJhh5CJaJhhLZ5CJaJh?5CJaJhTc5CJaJhhLZ56CJaJhhg_56CJaJhhToCJaJhhJBCJaJhhLZCJaJhhg_5CJaJsxy*eyըxjxjx\hhLZ56CJaJhh56CJaJhhTo56CJaJhh8CJaJhhhCJaJhhTo5CJaJhhh5CJaJhh935CJaJhh?5CJaJhTc5CJaJhhLZ5CJaJhh B5CJaJh?5CJaJh B5CJaJ*Ie6c&EedgdJ=]dgdhgdw9dgdw9dhgdw9dhgd-3 dhxgdr dhxgdhdgdh56ǖujbWbWbWIh6rhw956CJaJh6rhw9CJaJhw9CJaJh6hw9CJaJhhw95CJaJh?hw95CJaJhw95CJaJhr5CJaJ+hG8WhG8W5CJH*aJehr"hG8W5CJaJehr(hhr5CJaJehr"hw95CJaJehr"hr5CJaJehr$&÷ypg^U^UGU^h!uh!u5CJH*aJh-Q5CJaJhPJ5CJaJhdF5CJaJh`5CJaJhhG!5CJaJhh N56CJaJhhG!56CJaJhh NCJaJhhhCJaJhhJ=]5CJaJhh5CJaJhhk5CJaJhh-35CJaJhr5CJaJh!u5CJaJh<55CJaJDDDDDDDDDD D!D*D+D,D7D8D9D:Dh]h&`#$gdG+$a$gd`dhgdG!DDDDDDDDDDDDD!D"D(D)D*D,D-D3D4D5D6D7D9D:D;Dǻh/=0JmHnHuhe he0Jjhe0JUhM$jhM$UhhLZ5CJaJhh`5CJaJhhqd5CJaJhdF5CJaJhh5CJaJUhG+hd`5CJaJhG+5CJaJ HAVE A NICE TERM!     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