| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞD510 | Global Marketing Strategies | Elective | 1 | 2 | 6 |
|
| Level of Course Unit |
| Third Cycle |
| Objectives of the Course |
| The aim of this course is the theories that form the basis of marketing and the way to reach the general theory of marketing, which is effective in the formation of marketing theory; Kotler, Bartels, Alderson and Hunt etc. is to guide the researchers to develop their own marketing perspectives by examining the general approaches to marketing. |
| Name of Lecturer(s) |
| Doç. Dr. Üyesi Yusuf Bilgin |
| Learning Outcomes |
| 1 | Understand the emergence and necessity of marketing from economic thought, | | 2 | To learn the basic assumptions that form the marketing theory | | 3 | Understanding the process of marketing theory from effect to relationship | | 4 | To understand the emergence and development of the marketing mix | | 5 | Breaking the last stage of marketing theory and making future predictions |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Marketing, scientific work in marketing, development process of marketing, changes in the definition of marketing, marketing theories, marketing paradigms, market orientation, post-modern marketing |
| Weekly Detailed Course Contents |
|
| 1 | Introduction, definition of marketing, emergence and development of marketing discipline | | | | 2 | Theoretical foundations of marketing, marketing Science or Art? | | | | 3 | The transformation in the concept of marketing | | | | 4 | Analysis of the development of the marketing mix and Borden's approach | | | | 5 | Criticism of the concept of marketing mix | | | | 6 | Consumer behavior and approaches to market orientation | | | | 7 | Approaches to positioning and partitioning | | | | 8 | Midterm exam week | | | | 9 | Transformation from marketing perspective to relationship perspective | | | | 10 | Marketing-oriented perspective and basic components of relational marketing | | | | 11 | The origins of a relational approach to marketing: relationships and networks | | | | 12 | Interaction, network school and distribution channel research school | | | | 13 | Service marketing school | | | | 14 | Relational approach as a basis for marketing theory | | | | 15 | Future prospects in marketing theory | | | | 16 | Final Exam | | |
|
| Recommended or Required Reading |
| Pazarlama Teorisi Gelişimi ve Değişimi, Jagdish N. Sheth, Morgan Gadner, Beta yayınları
Pazarlama Teorileri, Mehmet İsmail Yağcı ve Serap Çabuk, Media Cat, İstanbul, 2015
Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory, Shelby D. Hunt, Amazon.com
Pazarlama Teorisi’nin Felsefi Temelleri: Değişim mi, İlişki mi?* (Makale) Zafer Erdoğan ve diğ., 2011.
Kırık Camlar Teorisi, Pazarlama ve Emenike, (Okuma metni) |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 30 | | End Of Term (or Year) Learning Activities | 70 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 10 | 10 |
| Final Examination | 1 | 10 | 10 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 14 | 6 | 84 |
| Homework | 8 | 3 | 24 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 4 | 3 | 5 | 5 | 4 | | LO2 | 1 | 3 | 4 | 3 | 1 | 2 | | LO3 | 3 | 2 | 3 | 3 | 5 | 4 | | LO4 | 4 | 2 | 3 | 3 | 2 | 2 | | LO5 | 2 | 5 | 4 | 3 | 2 | 4 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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