Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| APPROACHES to MARKETING THEORIES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | The aim of this course is to make a high-level, critical discussion of the theories and models that form the basis of scientific studies in the field of marketing. Along with this course, students will also realize the conceptual development of research proposals and will understand the fundamental different approaches to research. |
| Course Content | This course contains; General Marketing Concepts,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Converting reseacrh proposal into an academic study,Converting research proposal into an academic study,Converting research proposal into an academic study,Converting research proposal into an academic study,Converting research proposal into an academic study. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain selected key marketing theories and concepts and methods | 10, 16, 9 | E |
| 2. Critically analyse research in marketing | 10, 16, 9 | E |
| 3. Develop an original argument that addresses an issue in marketing theory, including a review of the relevant literature | 10, 16, 9 | E |
| 4. Develop oral and written communication skills in a high-level marketing context for the original arguments you develop | 10, 16, 9 | E |
| 5. Recognize the most important research streams in marketing | 10, 16, 9 | E |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | General Marketing Concepts | |
| 2 | Discussion and presentation on selected theory | Reading the given article |
| 3 | Discussion and presentation on selected theory | Reading of the given article |
| 4 | Discussion and presentation on selected theory | Reading of the given article |
| 5 | Discussion and presentation on selected theory | Reading of the given article |
| 6 | Discussion and presentation on selected theory | Reading of the given article |
| 7 | Discussion and presentation on selected theory | Reading of the given article |
| 8 | Discussion and presentation on selected theory | Reading of the given article |
| 9 | Converting reseacrh proposal into an academic study | Reading of the various articles |
| 10 | Converting research proposal into an academic study | Reading of the various articles |
| 11 | Converting research proposal into an academic study | Reading of the various articles |
| 13 | Converting research proposal into an academic study | Reading of the various articles |
| 14 | Converting research proposal into an academic study | Reading of the various articles |
| Resources |
| Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage. Hunt, Shelby D. (2010), Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory. Yağcı, M.İ, Çabuk, S., 2014.. Pazarlama Teorileri 1, Mediacat Yağcı, M.İ, Çabuk, S., 2021,. Pazarlama Teorileri 2, Mediacat Articles that the lecturer will suggest each week. |
| Power point slides |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | ||||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | ||||||
| 5 | Uses theoretical and practical knowledge specific to the field. | ||||||
| 6 | Develops critical thinking, analysis and synthesis skills. | ||||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | ||||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 60 | 180 | |||
| Term Project | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 3 | 10 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 1 | 1 | |||
| General Exam | 1 | 1 | 1 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 254 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(254/30) | 8 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| APPROACHES to MARKETING THEORIES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | The aim of this course is to make a high-level, critical discussion of the theories and models that form the basis of scientific studies in the field of marketing. Along with this course, students will also realize the conceptual development of research proposals and will understand the fundamental different approaches to research. |
| Course Content | This course contains; General Marketing Concepts,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Discussion and presentation on selected theory,Converting reseacrh proposal into an academic study,Converting research proposal into an academic study,Converting research proposal into an academic study,Converting research proposal into an academic study,Converting research proposal into an academic study. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain selected key marketing theories and concepts and methods | 10, 16, 9 | E |
| 2. Critically analyse research in marketing | 10, 16, 9 | E |
| 3. Develop an original argument that addresses an issue in marketing theory, including a review of the relevant literature | 10, 16, 9 | E |
| 4. Develop oral and written communication skills in a high-level marketing context for the original arguments you develop | 10, 16, 9 | E |
| 5. Recognize the most important research streams in marketing | 10, 16, 9 | E |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | General Marketing Concepts | |
| 2 | Discussion and presentation on selected theory | Reading the given article |
| 3 | Discussion and presentation on selected theory | Reading of the given article |
| 4 | Discussion and presentation on selected theory | Reading of the given article |
| 5 | Discussion and presentation on selected theory | Reading of the given article |
| 6 | Discussion and presentation on selected theory | Reading of the given article |
| 7 | Discussion and presentation on selected theory | Reading of the given article |
| 8 | Discussion and presentation on selected theory | Reading of the given article |
| 9 | Converting reseacrh proposal into an academic study | Reading of the various articles |
| 10 | Converting research proposal into an academic study | Reading of the various articles |
| 11 | Converting research proposal into an academic study | Reading of the various articles |
| 13 | Converting research proposal into an academic study | Reading of the various articles |
| 14 | Converting research proposal into an academic study | Reading of the various articles |
| Resources |
| Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage. Hunt, Shelby D. (2010), Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory. Yağcı, M.İ, Çabuk, S., 2014.. Pazarlama Teorileri 1, Mediacat Yağcı, M.İ, Çabuk, S., 2021,. Pazarlama Teorileri 2, Mediacat Articles that the lecturer will suggest each week. |
| Power point slides |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | ||||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | ||||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | ||||||
| 5 | Uses theoretical and practical knowledge specific to the field. | ||||||
| 6 | Develops critical thinking, analysis and synthesis skills. | ||||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | ||||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |