COURSE UNIT TITLE

: MARKETING THEORY

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
DBA 6051 MARKETING THEORY ELECTIVE 3 0 0 7

Offered By

Business Administration (English)

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

PROFESSOR MUSTAFA TANYERI

Offered to

Business Administration (English)

Course Objective

This course is designed to provide students with an understanding of the history and evolution of marketing thought. The course contains theoretical framework in marketing and consumer research. The course aims at improving students skills for making judgements, developing critiques and evaluating research in a professional and critical manner.

Learning Outcomes of the Course Unit

1   Demonstrate an understanding of basic concepts and theories of marketing.
2   Demonstrate an understanding of basic marketing strategies in business enterprises.
3   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
4   Demonstrate high communication skills through oral presentation of a written report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction , Philosophy of marketing science
2 Origin of marketing thoughts
3 Boundaries of marketing, from chaotic marketplace back to the ivory tower
4 Commodity, functional, and regional schools (retailing, channel distribution)
5 Institutional and functionalist schools (industrial organization, B2B marketing,) ,Managerial school (new product & innovations, pricing)
6 Managerial school (integrated marketing communication, Internet Marketing, advertising & promotion
7 Activist, and macro-marketing schools (green marketing, societal marketing, ecology system
8 Buyer Behavior school (cognitive psychology, qualitative research, psychometrics, choice models
9 Organizational dynamics, system & social exchange
10 Toward a General Theory of Marketing
11 Article and case discussions
12 Article and case discussions

Recomended or Required Reading

1. Baker, Michael J. & Saren, Michael (2010). Marketing Theory: A Student Text. Cornwall: Sage.
2. Hunt, S. D. 2002, Foundations of Marketing Theory: Toward a General Theory of Marketing, M.E. Sharpe
3. Guiltinan,J.P.,Gordon w. Paul and Thomas J. Madden,1997, Marketing Management, Strategies and Programs,Sixth edition, McGraw Hill.

Planned Learning Activities and Teaching Methods

Lectures, individual or group term paper assignments , in class discussions, presentations.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40

Further Notes About Assessment Methods

None

Assessment Criteria

1. Midterm exam will be based on essays which evaluate understanding, synthesis and evaluation of the text book and the lecture material.
2. Presentations will be assessed on preparation, understanding, knowledge, capacity to structure, oral communication skills, ability to respond to questions and manage discussion

Language of Instruction

Turkish

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

mustafa.tanyeri@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparation before/After Weekly Lectures 1 6 6
Preparation for Midterm Exam 1 30 30
Preparation for Final Exam 1 30 30
Preparing Individual/Group Assignments 1 60 60
Preparing Presentations 1 10 10
Final exam 1 2 2
Mid-term exam 1 2 2
TOTAL WORKLOAD (hours) 176

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7
LO.14445124
LO.25422253
LO.34533554
LO.44424335

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2012 DEÜ. BİD

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