Marketing Theory

Content

Objective

This course aims to teach the fundamental principles and strategies of marketing.

Course Content

Week 1. The Historical Development of Marketing

Week 2. The philosophical approaches to marketing

Week 3. The philosophical approaches to marketing

Week 4. Innovation and marketing

Week 5. The new concepts in marketing

Week 6. The Importance of Consumer

Week 7. Mid-term Exam

Week 8.The Market Concept: Segmentation/target market and positioning

Week 9. Marketing planning and marketing strategy

Week 10. Marketing Research

Week 11. Product policy

Week 12. Pricing policy

Week 13. Distribution policy

Week 14. Communication policy

Course Learning Outcomes

1. Students will be able to comprehend and describe basic school in marketing and marketing theory.
2. Students will be able to put forward an idea about debated theories in marketing nowadays.
3. Students will be able to interpret the relations between marketing modeling techniques and real cases.
4. Students will be able to interpret theories comparatively which are presented by different schools.
5. Students will be able to contribute in marketing theory in academic level.

References

? Principles of Marketing, Philip Kotler & Gary Armstrong
? Marketing, Jean Pierrre Helfer, Jacques Orsoni
? Le Marketing Fondements et Pratique, Pierre-Louis Dubois, Alain Jolibert
? Pazarlama İlkeleri, Mehmet Karafakioğlu
? Marketing Theory, Jagdith Sheth
? Marketing Theory, Shelby Hunt

Weekly Contents

Assessment System

ECTS