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Information
| Code | MG3810 |
| Name | Marketing Theory |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. SERAP ÇABUK |
| Course Instructor |
1 |
Course Goal / Objective
The aim of this course is to teach development of theories used in marketing discipline and application of these theories in marketing researches.
Course Content
This course includes theories from different disciplines that are also used frequently in marketing area.
Course Precondition
There are no prerequisites for the course.
Resources
Pazarlama'da Kullanılan Teoriler, Ed. Mehmet İsmail Yağcı ve Serap Çabuk, MediaCat, (2014).
Notes
Journal of Consumer Behaviour, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science etc.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Has knowledge about theories that are used in marketing discipline. |
| LO02 | Has background about the development of theoritical models that are used in marketing research. |
| LO03 | Has knowledge about emergence and development of marketing discipline. |
| LO04 | Explains the relationship between other disciplines and marketing. |
| LO05 | Can develop research models based on marketing theories. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | 5 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 5 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 4 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 3 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 3 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | 3 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 4 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | 5 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | What is science Is marketing a science | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Critical approach to marketing science | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Social exchange theory- Rational choice theory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Expectancy theory-Theory of the diffusion of innovations | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Attribution Theory- Equality Theory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Agency Theory- Technology Acceptance Model | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Social Network Theory- Cognitive Dissonance Theory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | The Theory of comparative advantage- Expectancy theory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Reasoned Action Theory- The Theory of Product Life Cycle | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Commitment Trust Theory- Persuasion Knowledge Model | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Operation Cost Analysis for Marketing Distribution Chain Management | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Planned Behavior Theory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Extented Self Theory- Means End Chain Theory | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Exchange Theory- Elaboration Likelihood Model | Reading related parts from course sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 17 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Bireysel Çalışma |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||