| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Know if marketing is a philosophy or a function.
- Know the disciplines in marketing.
- Know the sub-areas of marketing.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | In this course it is aimed to examine marketing theories, develop decision makers abilities on explaining, solving, predicting marketing problems. Creation of marketing plan and the usage of the marketing theories and concepts in the decision-making process will be discussed. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Overview of Marketing Theory |
|
2nd Week |
A History of Historical Research in Marketing, Marketing Ethics |
|
3rd Week |
The Econımic Basis of Marketing, The Psychological Basis of Marketing |
|
4th Week |
The Sociological Basis of Marketing, Cultural Aspects of Marketing |
|
5th Week |
The Marketing Mix |
|
6th Week |
Marketing Strategy, Target Segment Strategy |
|
7th Week |
Consumer Behavior |
|
8th Week |
Mid-term Examination |
|
9th Week |
Innovation and New Product Development,Relations and Network |
|
10th Week |
Theory in Social Marketing |
|
11th Week |
Theories in Retailing |
|
12th Week |
An Institutional Approach to Sustainable Marketing |
|
13th Week |
Brand Equity |
|
14th Week |
Services Marketing |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Marketing Theory, Michael J. Baker & Michael Saren(eds.), 2nd edition, SAGE |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Project |
1 |
30 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
|
|
|
| Preparation for Final exam |
1 |
100 |
100 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
80 |
80 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
|
|
|
| Project |
1 |
65 |
65 |
| Total Work Load | 291 |
| Total Work Load / 30 (h) | 9.7 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
