IER 202 – Principles of Marketing
IER 202 – Principles of Marketing; Weekly hours: 2+1, ECTS: 4
This course provides an overview of marketing and focuses on how to formulate external and internal marketing strategies and tactics to achieve marketing objectives. Particular attention is paid to marketing approaches and techniques that can be applied to mission-driven organizations. The intent of the course is to introduce students to the basics of marketing and the marketing process, philosophies of marketing management, strategic marketing planning. The students will also learn about the marketing environment, analyzing and using marketing information. Consumer markets and consumer buyer behavior and business markets and business buyer behavior also will be of concern. Customer-driven marketing strategy and creating value for target customer is basic point. This will be achieved by building a relationship between strategies in marketing and marketing mix elements through the creation of the marketing mix elements: product, price, place, and promotion. Global markets and sustainable marketing are also addressed.