Marketing Theory (GE 741) | GSÜ - ECTS Information Guide

Content

Objective

The aim of this course is to examine the foundational and contemporary concepts and theories that have emerged throughout the historical development of the marketing discipline, to explore the theoretical and intellectual transformations that marketing has undergone since its emergence as an academic discipline, and to enable students to critically evaluate marketing theories.

Course Content

Week 1 Introduction
Week 2 The Concept of Marketing and the Historical Development of Marketing Thought
Week 3 Marketing Theory
Week 4 Marketing Theory
Week 5 Marketing Theory
Week 6 Service-Dominant Logic
Week 7 Assignment Presentation
Week 8 Midterm
Week 9 Consumption and Consumer Behavior
Week 10 Interpretive and Critical Approaches
Week 11 Interpretive and Critical Approaches
Week 12 Interpretive and Critical Approaches
Week 13 Assignment Presentation
Week 14 Project Presentation

Course Learning Outcomes

Upon completion of this course, students will be able to:
1. Explain the historical development of the marketing discipline and the transformations it has undergone as an academic discipline.
2. Analyze the foundational concepts, fundamental assumptions, and theoretical approaches that have influenced the development of marketing thought.
3. Critically evaluate the theoretical transformations within the marketing discipline in the context of historical, social, economic, and technological developments.
4. Question the explanatory and predictive capabilities of contemporary marketing theories and formulate original research problems and research questions in the field of marketing.
5. Explain the intellectual and theoretical foundations of marketing theories, drawing on insights from different disciplines.

Teaching and Learning Methods

Theoretical Lectures and Student Presentations

References

Principles of Marketing, Philip Kotler, Gary Armstrong & Sridhar Balasubramanian, Pearson.

Marketing Management, A Cultural Perspective, Second Edition, Edited by Luca M. Visconti, Lisa Penaloza & Nil Toulouse

Marketing Theory, Evalution and Evaluation, Jagdish N. Seth, Atul Parvatiyar & Can Uslay.

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Introduction
2	The Concept of Marketing and the Historical Development of Marketing Thought
3	Marketing Theory
4	Marketing Theory
5	Marketing Theory
6	Service-Dominant Logic
7	Assignment Presentation
8	Midterm
9	Consumption and Consumer Behavior
10	Interpretive and Critical Approaches
11	Interpretive and Critical Approaches
12	Interpretive and Critical Approaches
13	Assignment Presentation
14	Project Presentation

Assessment System

Contribution to Overall Grade
Activities	Number	Contribution
Contribution of in-term studies to overall grade	1	60
Contribution of final exam to overall grade	1	40
Total	2	100

In-Term Studies
Activities	Number	Contribution
Assignments	2	20
Presentation	0	0
Midterm Examinations (including preparation)	1	20
Project	1	20
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	4	60

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Upon successful completion of the course the student should be able to understand the fundamentals and the development of scientific thought.					X
2	Upon successful completion of the course the student should be able to analyze and interpret existing theoretical approaches, and to achieve a new synthesis.					X
3	Upon successful completion of the course the student should be able to develop expertise in the field through information and experience from different sectors, such as production, marketing, management, accounting and finance.				X
4	Upon successful completion of the course the student should be able to have a critical mind and to preserve intellectual independence.					X
5	Upon successful completion of the course the student should be able to combine both advanced level and up to date theoretical and practical knowledge in his/her work.					X
6	Upon successful completion of the course the student should be able to produce original scientific research.				X
7	Upon successful completion of the course the student should be able to use qualitative and quantitative research methods expertly.				X
8	Upon successful completion of the course the student should be able to innovate scientific methods by developing new ones or by applying known scientific methods to new areas.			X
9	Upon successful completion of the course the student should be able to publish and present own work at reputable international conferences and in indexed journals.					X
10	Upon successful completion of the course the student should be able to collaborate for research and education purposes with experts from different nationalities and disciplines.					X
11	Upon successful completion of the course the student should be able to demonstrate sensitivity to the problems between society and the business community, and be proactive in the understanding, investigating and solving of these issues.				X
12	Upon successful completion of the course the student should be able to regard the scientific ethics with uppermost importance while pursuing their future work.					X

ECTS

Activities	Number	Period	Total Workload
Class Hours	14	3	42
Working Hours out of Class	10	6	60
Assignments	2	20	40
Presentation	0	0	0
Midterm Examinations (including preparation)	1	14	14
Project	1	0	0
Laboratory	0	0	0
Other Applications	0	0	0
Final Examinations (including preparation)	1	20	20
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			176
Total Workload / 25			7.04
Credits ECTS			7