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 6347 MARKETING THEORY ELECTIVE 3 0 0 9

Offered By

Business Administration (English)

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

ASSOCIATE PROFESSOR BILGE AYKOL

Offered to

Business Administration (English)

Course Objective

To provide students with an understanding of the evolution of marketing thought over history.
To provide students with an understanding of main theories used to explain marketing phenomena and their application areas.
To improve student skills for conducting review research on marketing theories.

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 Evolution of the marketing thought
2 Neo-classical micro-economics theory and its application areas in marketing research
3 Behavioral paradigm and its application areas in marketing research, Resource dependence theory, Relational exchange theory, and Network theory
4 Transaction costs theory and its application areas in marketing research Agency theory and its application areas in marketing research
5 Industrial organization theory and its application areas in marketing research
6 Resource-based theory and its application areas in marketing research Dynamic capabilities theory and its application areas in marketing research Resource-advantage theory and its application areas in marketing research
7 Organizational learning theory and its application areas in marketing research Institutional theory and its application areas in marketing research
8 Review research on marketing theory: Writing process
9 Review research on marketing theory: Identification of research
10 Review research on marketing theory: Sampling and data collection
11 Review research on marketing theory: Data analysis and synthesis
12 Review research on marketing theory: Data analysis and synthesis

Recomended or Required Reading

Please take the weekly reading list from the instructor.




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


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

Further Notes About Assessment Methods

None

Assessment Criteria

1. Midterm exam will be based on essays which evaluate understanding, synthesis and evaluation of the lecture material.
2. Term project will be evaluated on the quality of the literature review, data collection, data analysis, and reporting of the review study.

Language of Instruction

English

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)

bilge.aykol@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 12 3 36
Preparation for Midterm Exam 1 30 30
Preparation for Final Exam 1 40 40
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) 216

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
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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