Marketing Theory
Content
Objective
This course aims to develop students’ ability to make theoretical assessments in the field of marketing science.
Course Content
Within the scope of the course, marketing concepts that need to be examined to develop effective marketing perspectives will be addressed. Theories and approaches to marketing theory will be explored in detail, with particular emphasis on how theoretical inquiry is directed in prominent subfields of marketing, such as international marketing and sustainable marketing.
Course Learning Outcomes
1. Discuss the concepts and phenomena that form the foundation of marketing science
2. Recognize the dynamic nature of marketing, existing approaches, and changes in the concept of marketing
3. Analyze and interpret the process of theory development
4. Recognize and distinguish theories developed in the field of marketing and gain a thorough understanding of theoretical advancement in marketing
5. Follow current developments in the marketing literature and, based on this knowledge, identify problems and propose solution models
Teaching and Learning Methods
In addition to theoretical readings, understanding the contemporary implications of theory through recent and high-impact articles is supported by an interactive discussion environment, with a focus on the practice of developing and applying theory.
References
o Philip Kotler, Kevin Lane Keller, & Alexander Chernev, Marketing Management, Pearson.
o Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett, Marketing Theory: Evolution and Evaluation, Wiley.
o Mehmet Karafakıoğlu, Pazarlama İlkeleri, Beta.
Weekly Contents
| Week | Weekly Contents |
|---|---|
| 1 | Introduction and Concepts |
| 2 | Fundamental Concepts in Marketing |
| 3 | The Role and Importance of Marketing in Business, Academia, and Society |
| 4 | Marketing Environment |
| 5 | What Is Theory and What Is It Not? |
| 6 | Approaches to Marketing Thought |
| 7 | Studies in Marketing Theory |
| 8 | Studies in Marketing Theory |
| 9 | Midterm exam |
| 10 | Marketing Research and Theoretical Advancement |
| 11 | Marketing Research and Theoretical Advancement |
| 12 | Subfields of Marketing |
| 13 | Student presentations |
| 14 | Student presentations |
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 2 | 60 |
| Contribution of final exam to overall grade | 1 | 40 |
| Total | 3 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 30 |
| Project | 1 | 30 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Make-up | 0 | 0 |
| Total | 2 | 60 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | At the end of the program successful students, Will have a good command of the concepts and theories of different areas of Business Administration such as Production, Marketing, Accounting/Finance, Management and Organizational Behavior and will have an integrative point of view to understand the interaction between these domains. | X | ||||
| 2 | Will be able to grasp the operation of different functions (Accounting /Finance, Marketing, Human Resources, and Management) of organizations and also will be able to create hypotheses for research proposals. | X | ||||
| 3 | Will be able to do research for determining changes, diagnosing problems and developing solutions in business world. | X | ||||
| 4 | Will have a command of qualitative and quantitative research methodology. | X | ||||
| 5 | Will be able to conduct statistical analyses and interpret the results. | X | ||||
| 6 | Will have a command of scientific studies (writing articles, presenting papers) | X | ||||
| 7 | Should have mastery of at least one foreign language at a scientific level to be able to realize cross-cultural studies. | X | ||||
| 8 | Should be able to update his/her professional knowledge and skills continuously to be able to adapt to changes in scientific area. | X | ||||
| 9 | Should be able to do team work in researches and studies and contribute to information flow. | X | ||||
| 10 | Will be able to have a holistic approach to Business Administration and prepare a thesis on a special area of the field. | X | ||||
| 11 | être en mesure d’avoir une perspective globale de la gestion et de fournir une thèse en se spécialisant dans une des sphères de ce domaine. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 14 | 2 | 28 |
| Assignments | 2 | 10 | 20 |
| Presentation | 1 | 20 | 20 |
| Midterm Examinations (including preparation) | 1 | 20 | 20 |
| Project | 1 | 20 | 20 |
| Laboratory | 0 | 0 | 0 |
| Other Applications | 0 | 0 | 0 |
| Final Examinations (including preparation) | 1 | 25 | 25 |
| Quiz | 0 | 0 | 0 |
| Term Paper/ Project | 0 | 0 | 0 |
| Portfolio Study | 0 | 0 | 0 |
| Reports | 0 | 0 | 0 |
| Learning Diary | 0 | 0 | 0 |
| Thesis/ Project | 0 | 0 | 0 |
| Seminar | 0 | 0 | 0 |
| Other | 0 | 0 | 0 |
| Make-up | 0 | 0 | 0 |
| Yıl Sonu | 0 | 0 | 0 |
| Hazırlık Yıl Sonu | 0 | 0 | 0 |
| Hazırlık Bütünleme | 0 | 0 | 0 |
| Total Workload | 175 | ||
| Total Workload / 25 | 7.00 | ||
| Credits ECTS | 7 | ||