COURSE UNIT TITLE

: MARKETING RESEARCH

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IPL 5006 MARKETING RESEARCH COMPULSORY 3 0 0 4

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR ENGIN ÖZGÜL

Offered to

Marketing Management

Course Objective

Improving theoretical and applied knowledge and skills related to marketing research.

Learning Outcomes of the Course Unit

1   Establishs and analyzes problems and opportunities about marketing and makes recommendations.
2   Improves and applies right kind of solution for the problem.
3   Analyzes, evaluates and reports the data.
4   Holds the application skill of planning the marketing research process effieciently.
5   Holds the intellectual and behaviural characteristics necassary for researcher.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction and Course Description
2 Marketing Information System
3 Management of Marketing Research Process
4 Marketing Research Models and data collection analyze
5 Introduction to SPSS
6 Parametric Analysis Methods -1- -2-
7 Validity and reliability analisis
8 Non parametric analysis methods.
9 Qualitive Researchs in Marketing -1
10 Qualitive Researchs in Marketing -2
11 Ethic issues in marketing research
12 Inaccuracy sources in marketing research
13 Presentations of term projects -1
14 Presentations of term projects -2

Recomended or Required Reading

Kemal Kurtuluş (2008) Pazarlama Araştırmaları, Beta A.Ş.
Articles in marketing area.
Elif Kuş (2010) Nicel ve Nitel Araştırma Yöntemleri
Mahir Nakip (2008) Pazarlama Araştırmaları: Teknikler ve SPSS Destekli Uygulamalar
Şeref Kalaycı (2008) SPSS Uygulamalı Çok Değişkenli Istatistik Teknikleri

Planned Learning Activities and Teaching Methods

Issue telling, case study, ask and answer method, presentation

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 * 0.20 + STT* 0.40 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.40 + RST* 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

The intellectual and behavirol charactesitics necassary for researcher will be scaled by case studies, the planning of marketing process and skill of applying it will be scaled by
term project, choosing the research method and application, analyzes of datas, reports will be scaled by exams, lab practice and attandence to courses.

Language of Instruction

Turkish

Course Policies and Rules

1. It's important to attend courses.
2. It's an obligation to obey to scientific research and the ethic rules during the preparation of presentations.
3. The homeworks has to be turn over in time.
4. It's expected in presentations to be supported by firm applications.
5. The information and notices would be followed which are made on the web page of the course and DEBIS

Contact Details for the Lecturer(s)


Engin Özgül, PhD

Associate Professor of Marketing
Dokuz Eylül University
Faculty of Economics&Administrative Science
Dokuzcesmeler Campus
35160 Buca/Izmir/Turkey
E-mail : engin.ozgul@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 15 15
Preparation for final exam 1 20 20
Preparing assignments 1 10 10
Preparing presentations 1 5 5
Preparations before/after weekly lectures 14 1 14
Midterm 1 3 3
Final 1 3 3
TOTAL WORKLOAD (hours) 112

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11
LO.11
LO.21
LO.31
LO.41
LO.51

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

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