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Information
| Code | MG3810 |
| Name | Marketing Theory |
| Term | 2023-2024 Academic Year |
| Semester | 4. Semester |
| 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 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 basic theoretical models for business field | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Lists and identifies the theories that will contribute to the development of scientific methods and tools used in business | 5 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Has an understanding of the legal and ethical issues faced by the Business profession | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how to interpret the findings as a result of models used in business methods. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Creates sufficient knowledge to find a solution to the problems met by business | |
| PLO06 | Bilgi - Kuramsal, Olgusal | Contributes to business by following the basic steps of the methods used in business | |
| PLO07 | Bilgi - Kuramsal, Olgusal | Apply the application of business management methods. | |
| PLO08 | Bilgi - Kuramsal, Olgusal | Encourages taking responsibility, claiming the lead and working effectively in a team and / or individually. | 5 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively | 4 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Has a good command of Turkish, as well as at least one another foreign language in accordance with the requirements of academic and work life | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Develops and implements new research methods that will contribute to the development of the business field | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Develops new guidelines for the business managers’ decision making processes by researching on sub-disciplines of the business field. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Forms the basis for the decision-making process by researching on the science of business field |
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 | he 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: Anlatım, Tartışma |
| 17 | Term Exams | Preparing for exam | Öğretim Yöntemleri: Anlatım, Tartışma |
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 | ||