Advanced Marketing(G448)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| G448 | Advanced Marketing | 6 | 3 | 0 | 0 | 3 | 5 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | French |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | JEAN MICHEL BALASQUE jmbalasque@gsu.edu.tr (Email) |
| Assistant | |
| Objective | To allow the student, through the critical acquisition of knowledge from fields related to marketing, to deepen its understanding of marketing, its tools and developments. The course tries, from a critical perspective, to analyze the main contributions of social sciences to marketing. A particular focus is put on social psychology. |
| Content |
Course Content Part 1. Consumers’ or potential customers’ decision 1. Perception 2. Learning and memorizing 3. Representations 4. Attitudes 5. The decision process Part 2. Consumption and satisfaction 1. Analysis of the impact of situational factors 2. Consumer Experiences 3. Satisfaction 4. Behavior and post-purchase decisions Part 3. Firm strategies: towards new analytical perspectives 1. The market analysis 1. Strategic marketing analysis 2. Communication policies 3. Brand strategies 4 From the marketing mix to new analytical perspectives Part 4. Industrial Marketing Analysis cases |
| Course Learning Outcomes |
On completion of this course, the student should be able to: 1. Deeply know some of the main concepts of social sciences 2. Understand their application to marketing 3. Use in a complementary manner several marketing approaches 4. Develop and implement the major steps of a marketing analysis 5. Interpret and criticize a marketing approach. |
| Teaching and Learning Methods |
Pro-active : built on the use of kikencere website (http://kikencere.gsu.edu.tr/ ) and Microsoft Teams on which the main resources, complementary documents and track which can enable the student do go farther in the subject are shown. Theory is preceded by examples that allow the student to understand the problematic issues. They are followed by illustrative examples, and an critical analyze of the theory. |
| References |
The summaries of the courses, complementary informations, articles are at disposal of the student on the website: uni.gsu.edu.tr or on Microsoft Teams - the works of Philip Kotler (especially Marketing Management) - For the analysis of consumer’s behavior - Derbaix C., Brée J., 2000, Comportement du consommateur, Présentation de textes choisis, Collection Gestion, Economica. - Ladwein R., 1999, Le comportement du consommateur er de l’acheteur, Collection Gestion, Economica. - Darpy D., Volle P., 2003, Comportements du consommateur, concepts et outils, collection Gestion Sup, Dunod. For marketing understanding Baker M.J. , 2000, Marketing Theory, a student text. Tadajewsky M., Brownlie D. (eds) 2008, Critical Marketing. Issues in contempory marketing, Wiley. Penaloza, L., Toulouse N., Visconti L.M. (eds), 2011, Marketing Management: A cultural perspective, Routledge. Lehu J-.M. (sous la coordination de), 2011, MBA Marketing, Eyrolles, Editions d'Organisations Marion G., 2004, Idéologie Marketing, Mal du siècle, Edition Eyrolles Badot O., Cova B., 2009, Le néo-marketing, reloaded, Edition EMS Management et Société Marion G. et al., 2003, Antimanuel de Marketing, Editions d'Organisation |
Theory Topics
| Week | Weekly Contents |
|---|
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Toplam | 0 | 0 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Toplam | 0 | 0 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Total Workload | 0 | ||
| Total Workload / 25 | 0,00 | ||
| Credits ECTS | 0 | ||