GIRNE AMERICAN UNIVERSITY
FACULTY OF BUSINESS & ECONOMICS
SYLLABUS
Course Unit Title
Course Unit Code
Type of Course Unit
Level of Course Unit
Number of ECTS Credits Allocated
Theoretical (hour/week)
Practice (hour/week)
Laboratory (hour/week)
Year of Study
Semester when the course unit is
delivered
Name of Lecturer (s)
Mode of Delivery
Language of Instruction
Prerequisities and co-requisities
Recommended Optional Programme
Components
Work Placement(s)
Objectives of the Course
Learning Outcomes
Course Contents
Principles of Marketing
BUS315
Compulsory
3rd year
5 ECTS
3
-
-
3
Fall
Asst. Prof. Dr. Pelin Bayram
Face to Face
English
-
None
None
The course is an introduction to the language and
issues of marketing with an emphasis on learning to
develop responsive marketing strategies that meet
customer needs. The course focuses on basic
marketing concepts, the role of marketing in the
organization, and the role of marketing in society.
Topics include market segmentation, product
development, promotion, distribution, and pricing.
Other topics, which will be incorporated into the
course, are external environment (which will focus on
integrative topics with marketing, such as economics,
politics, government, and nature), marketing research,
international/global marketing with relevance to
cultural diversity, ethics, the impact of technology on
marketing, and careers in marketing.
Accordingly, the course emphasizes the following:
 To analyze the role of marketing within the
firm and society.
 To expose you to the two parts of a marketing
strategy: the target market and the marketing
mix.
 To study the four basic variables in the
marketing mix: product, promotion, price, and
distribution.
 To exercise analytical, communication, and
presentation skills (through use of
technological aids, such as Microsoft Word,
PowerPoint, and the Internet) – the basic tools
of marketing.
The course is highly interactive between the class and

Weekly Detailed Course
Contents
Textbook / Material /
Recommended Readings
ASSESSMENT
Semester (Year) Interior
Activities
Student Selected Team Study
(Term Project)
the instructor. Through case studies/presentations,
problems, and specific company client activities,
students will have the opportunity to use the concepts,
ideas, and strategies presented in class. Problem-
solving sessions occur in both individual (primarily)
and team (occasionally) settings.
TOPICS
WEEKS
Theoretical Courses Application
1 Group Discussion / Case
Syllabus
Studies
2 Part 1: Defining Marketing and
the Marketing Process Group Discussion / Case
Marketing: Creating and Capturing Studies
Customer Value (Chapter 1)
3 Company and Marketing Strategy:
Group Discussion / Case
Partnering to Build Customer
Relationships (Chapter 2) Studies
4 Part 2: Understanding the
Marketplace and Consumers Group Discussion / Case
Analyzing the Marketing Studies
Environment (Chapter 3)
5 Managing Marketing Information Group Discussion / Case
(Chapter 4) Studies
6 Consumer Markets and Consumer Group Discussion / Case
Buyer Behavior Studies
(Chapter 5)
7 Part 3: Designing a Customer- Group Discussion / Case
Driven Strategy and Mix Studies
Customer-Driven Marketing
Strategy: Creating Value for Target
Customers (Chapter 7)
8 Product, Services, and Branding Midterm Exam
Strategy Chapter 8)
9 New-Product Development and
Group Discussion / Case
Product Life-Cycle Strategies
(Chapter 9) Studies
10 Pricing Products: Understanding
Group Discussion / Case
and Capturing Customer Value
(Chapter 10) Studies
11 Pricing Products: Pricing Strategies Group Discussion / Case
(Chapter 11) Studies
12 Marketing Channels and Delivering
Group Discussion / Case
Customer Value
(Chapter 12) Studies
13 Retailing and Wholesaling Group Discussion / Case
(Chapter 13) Studies
14 Final Exam Final Exam
Kotler, P., Armstrong, G., Principles of Marketing, 16.th.Ed.,
Global Ed.
Number Semester (year) Note the% Contribution
to
1 25
Team Case studies & Discussion 10 5
& Participation & Assignment
Midterm Exam 1 35
Final Exam 1 35
TOTAL 100

Course Learning, Teaching and Assessment Activities in the FrameworkCalculation of the

workload
Duration
Activities Number Total Workload(hour)
(hour)
Hours per week (theoretical) 14 3 42
Hours per week (Application) - - -
Term Project 1 18 18
Case Studies 8 3 24
Assignment 10 2 20
Midterm Exam
1 1
a) Exam 17
1 16
b) Test for individual studies
Discussion 4 2 8
Final Exam
a) Exam 1 1 30
b) Test for individual studies 1 28
TOTAL WORKLOAD (hour)=136

AKTS CREDIT COURSE = Total Work Load(hour)/(30 hours/AKTS)= 159/30 = 5,3≅5

Contribution of Learning Outcomes to Programme Outcomes

Learning Outcomes Programme Outcomes

PO PO PO PO PO PO PO PO PO PO PO PO
1 2 3 4 5 6 7 8 9 10 11 12

LO1 5 4 4 3 3 3 5 4 4 4 5 4
LO2 4 3 3 3 3 4 3 3 3 3 4 3
LO3 5 4 3 3 3 3 4 3 4 5 4 4
LO4 3 5 4 5 3 3 3 3 3 3 4 3
LO5 4 3 3 3 5 3 3 3 4 5 4 4
LO6 3 3 4 3 5 3 3 3 3 4 5 4

Contribution Level: 1 Very Low 2 Low 3 Medium 4 High 5 Very High