Course Syllabus

MKTG 201.A Marketing

Fall 2020-21

INSTRUCTOR
Name Mina Seraj Akşit
E-mail Mina.seraj@ozyegin.edu.tr
Office Number AB2 304 / Online via Zoom
Office Hours Appointments should be requested by email
Research/Teaching TBD
Assistants

COURSE DESCRIPTION AND LEARNING OUTCOMES

Educational To introduce the students to the basic principles of modern marketing theory
objective and practice and to help them understand how market planning works.
Course description Marketing is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and
communicating superior customer value. Marketing seeks to meet
organizational objectives by effectively satisfying customers in a dynamic
environment. This course provides an overview of marketing processes and
marketing principles, and provides students with the opportunity to apply the
key concepts to practical business situations. Topics include the marketing
concept and orientation, segmentation and positioning, buyer behavior
analysis, and marketing mix such as product, price, promotion, and place
decisions.
LO 1 Recognize basic terminology, concepts, and tools of modern marketing theory
and practice.
LO 2 Use basic terminology, concepts, and tools of modern marketing theory and
practice.
LO 3 Distinguish the principles and processes of market analysis and marketing
plans and how they fit into the strategic planning process.
LO 4 Analyze marketing related issues.
LO 5 Evaluate the effectiveness of the marketing mix elements (i.e., product, price,
place, and promotion).
LO 6 Evaluate the factors that impact customer decision-making process.
LO 7 Create strategic marketing campaigns geared towards delivering superior
customer value.
LO 8 Apply modern marketing principles to various business situations.

COURSE ORGANIZATION
Course Delivery The course and the delivery methods (lectures, presentations) will be
Methods completely online (asynchronous)
Interaction Email, LMS, and Zoom
Methods
Technology Used Zoom and Panopto
by the Instructor
Technology Computer or tablet with video and audio capabilities
Requirements for
Students

COURSE MATERIALS
Recommended Principles of Marketing by Kotler & Armstrong, Prentice Pearson Hall, NJ.
Books (any edition is highly recommended to follow the course).
Other Materials Recorded lectures, course slides, mandatory readings, and short videos

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Accessing Course Recorded lectures, course slides, mandatory readings, and short videos will
Materials be uploaded on LMS. Recommended textbook can be found at the bookstore,
university library or via online bookstores.

WEEKLY SUBJECTS (TENTATIVE)

Week Date Subject
1 08.10.2020 Course Overview & Introduction to Marketing
2 15.10.2020 Marketing Strategy
3 22.10.2020 Marketing Environment & Competition
Project Group Information Due
29.10.2020 NO CLASS
4 05.11.2020 Buyer Behavior
Individual Assignment due by 09.30 AM
(to be uploaded to Turnitin LMS)
5 07.11.2020
(Make Up Class for Marketing Research
October 29)
6 12.11.2020 Segmentation, Targeting & Positioning
Project Proposal due by 09.30 AM
(to be uploaded to Turnitin LMS by one person from the group)
7 19.11.2020 MIDTERM
8 26.11.2020
Products, Services & Brands
(Withdrawal Week)
9 03.12.2020 New Product Development & Product Life-cycle
10 10.12.2020 Pricing Decisions & Strategies
11 17.12.2020 Promotion: Integrated Marketing Communications
12 24.12.2020 Place: Marketing Channels
13 31.12.2020 Presentations
Presentations due by 09.30 AM
(to be uploaded to Turnitin LMS bye one person from the group)
14 07.01.2021 Presentations
Presentations due by 09.30 AM
(to be uploaded to Turnitin LMS bye one person from the group)

ASSESSMENT METHODS, WEIGHTS AND RULES

Type Weight Assessment Implementation Makeup Rule Course
Method Rule Learning
Outcomes
assessed
Final Exam 35% Online with Final exam will be BÜT exam will LO 1-4-5-6-7
Respondus proctoring closed books and serve as the
notes. No makeup for the
communication final exam.
devices will be
allowed during the
exam.
Midterm 25% Online with Midterm exam will Only valid LO 1-2-3
Exam Respondus proctoring be closed books excuses with an
and notes. No official report are
communication accepted to
devices will be qualify for a
allowed during the midterm
exam. makeup. At
most one
makeup will be
given in the
course due to
health reports.
Group 10% To be submitted via The group project There will be no LO 7-8
Project Turnitin LMS. You are will be done in makeup for
Proposal expected to develop groups of 4 or 5 missing
the marketing plan students. Copying proposals and
proposal for an the work of others is late submissions

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 existing or fictitious not permitted; will not be
company that plans to proposals will be accepted.
launch a new offering checked against
for the Turkish plagiarism.
market. Details will be
provided in interactive
sessions and posted
on LMS.
Group 20% Online via Zoom All groups will No make up for LO 5-6-7-8
Project present their final presentation and
Presentation project to the class. no make up for
All students are missing group
expected to members.
participate in these
presentations.
Individual 10% To be submitted via There will be no LO 4-5-6-7
Assignment Turnitin LMS. makeup for
missing
submissions and
late submissions
will not be
accepted.
Total 100%

ASSESSMENT(S) BEFORE THE WITHDRAWAL DEADLINE

Type of Assessment(s) Weight(s) Date by When the Score of the
Assessment is to be Announced
Midterm 25% 20/11/2020

DETERMINING LETTER GRADE

The final grades are determined as follows (note that final grades may be curved if necessary):

% Number Grade Letter Grade

95-100 4.0 A
90-94 3.7 A-
85-89 3.3 B+
80-84 3.0 B
75-79 2.7 B-
70-74 2.3 C+
67-69 2.0 C
64-66 1.7 C-
60-63 1.3 D+
56-59 1.0 D
0-55 0.0 F

Additional conditions to pass

According to University regulations, the instructor can set conditions for eligibility to take the Final
Exam. In order to be eligible to take the Final Exam in this course, the student:
• Must take the midterm exam or its make-up, AND
• Must get a minimum of 25/100 in the midterm exam or its make-up, AND
• Must get a passing grade for the group project (50/100)
Being ineligible to take the Final Exam also means being ineligible to take the Composite Exam,
which in turn means a letter grade of “F” automatically.

EXPECTED STUDENT SEMESTER WORKLOAD

Activities Carried Out in The Presence of An Instructor Total Hours in Semester
Lectures & Interactive Sessions 50
Activities Carried Out by The Learner Him/Herself Total Hours in Semester
Working on Assignments 10

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Pre-class Learning of Course Material 20
Review of Course Material for Exam Preparation 30
Working on Group Project 40
Overall Total Hours in Semester 150

ONLINE COURSE ADMINISTRATION

Students who register to this course are assumed to have accepted the following rules and
regulations.
Online • Prerecorded lecture videos will be made available to students before the
Asynchronous scheduled lecture hour.
• At least a one hour of synchronous session will be conducted during the
scheduled hours of the course in order to provide a means of weekly
interaction with the students. Although these sessions will not be recorded,
the instructors may request students to turn on their video/audio during
these sessions for interaction. Attendance to these sessions is strongly
encouraged but is not mandatory.

ONLINE EXAM ADMINISTRATION

Students who register to this course are assumed to have accepted the following rules and
regulations.
Online with • The student’s live video will be recorded during the exam in order to assure
Respondus the reliability of the exam results.
Proctoring • A detailed procedure that the students must follow during the exam will be
provided by the instructor prior to the exam.

OTHER RULES AND INFORMATION

Health and Safety Announced safety procedures must be strictly followed during any laboratory
and similar work. Please refer to the safety guidelines posted in the
laboratories. In case of emergencies, call 9911 (216 564 9911).
Accessibility Reasonable accommodations will be provided for students with verifiable
disabilities. Please inform your instructor if you need any assistance.
Academic and Students can get help from the Writing Center, Solution Center and IT in case
Technical Support they need academic and/or technical support with their classes.
Objections to Students who object to their exam results and cannot resolve their objections
Examination with the instructor of the course, may file a written petition for a review of their
Results exam papers at their Dean’s/Director’s Office within five business days from
the announcement their exam results.
Academic Integrity Students are assumed to abide by scholastic honesty and uphold the Honor
and Honor Code Code. Scholastic dishonesty includes, but is not limited to cheating, attempting
to cheat, plagiarizing, fabricating information or citations, facilitating acts of
dishonesty by others, having unauthorized possession of examinations,
submitting the work of another person, or tampering with the academic work of
other students. Any form of scholastic dishonesty is a serious academic
violation and will result in a disciplinary action and also may result in student
getting a 0 grade in the related assessment.
Unauthorized Recording/sharing of synchronous/asynchronous lectures or copying of lecture
Recording/Sharing recordings are prohibited without the permission of the instructor. Actions such
of Lectures as unauthorized recording, giving the recording to someone else, taking it,
using it or sharing it in physical or virtual media are prohibited and/or are
offenses according to the relevant legislation. In such cases, legal procedures
will be initiated in addition to starting disciplinary actions against those
involved.
Flexibility Circumstances may arise during the course that prevents the instructor from
fulfilling each and every component of this syllabus; therefore, the syllabus is
subject to change. Students will be notified prior to any changes.

PROGRAM LEARNING OUTCOMES ASSESSED IN THIS COURSE

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This course is used to assess the Program Learning outcome 5a “presentation” for the Business,
Economics, Entrepreneurship, International Business, International Finance and MIS undergraduate
programs.

This assessment is not a direct grade that you receive but may determine part of your grade. The
outcome gives us an indication of the performance of our program. High scores on program learning
outcomes are a clear sign of your skills of program quality.

We assess this program learning outcome based on your course work. The items on which we
assess are listed below:

Program Learning Item What meets the requirements

Outcome
5A Our students Opening statement There is a clear opening statement and/or
will deliver a overview of the presentation
professional- Organization The presentation is organized logically
quality Content relevance The content of the presentation is relevant for
presentation in the assignment
English
Quality of slides Slides are clearly readable
Quality of conclusion There is a conclusion and it is logically
following from the earlier contents or
arguments
Voice quality, language, pace Speaker is understandable
Mannerisms Speaker watches the audience; does not
read exclusively from screen or paper
Professionalism Speaker's behavior or dress etc. does not
take attention away from the presentation
Use of media Pictures, tables, models or videos are used
to support the arguments
Ability to answer questions Presenter is able to answer a question about
the presentation or its background