ECTS - Marketing Models
Marketing Models (MAN612) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Marketing Models | MAN612 | Area Elective | 3 | 0 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | Technical Elective Courses |
| Course Level | Ph.D. |
| Mode of Delivery | |
| Learning and Teaching Strategies | Lecture, Discussion. |
| Course Lecturer(s) |
|
| Course Objectives | The aim of the course is to give a thorough understanding about the theories in marketing and to introduce general modelling applications to marketing problems |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | Development of marketing theory, consumer behavior models, industrial buying models, new product expansion models, international marketing strategies, decision support systems in marketing. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | A general overview of the course: Checking syllabus, discussing expactations and notes on general evaluation | |
| 2 | A wrap up on definition of marketing, Marketing orientations, value propositions | |
| 3 | Competitive strategies, marketing environment | |
| 4 | Consumer Behavior and Models | |
| 5 | • Howard and Sheth Model • Engel, Kollet, Blackwell (EKB) Model | |
| 6 | • Theory of Reasoned Action (Fishbein and Ajzen) • Theory of Planned Behaviour • Hawkins Stern- Impulse Buying Theory | |
| 7 | • Motivation-Need Theory (Maslow’s Theory of Motivation, Herzberg’s 2 factor theory, McClelland’s Need Theory, etc) | |
| 8 | Business Buying Models | |
| 9 | Article discussion | |
| 10 | Definition of product, product levels, PLC strategies, new product development, branding, services marketing, Theory of Diffusion of Innovations | |
| 11 | Pricing concepts and strategies, pricing strategies for new products, discussion with managerial accounting perspective | |
| 12 | Marketing Channels, online marketing, retailing and wholeselling, multi-channelling | |
| 13 | Communication Theories, Integrated Marketing Communication | |
| 14 | Sustainability, Marketing for non-profit, Ethics | |
| 15 | Article discussion and general wrap-up | Hunt, S (1976) The nature and scope of marketing, Journal of Marketing, Vol. 40, No. 3 (Jul., 1976), pp. 17-28 |
| 16 | Final Exam |
Sources
| Course Book | 1. - Quantitavie Marketing and Marketing Management, eds. Diamantopoulos, A., Fritz, W., Hildebrant, L. (2012) Springer Publishing |
|---|---|
| 2. - Marketing Models by Lilien, G.L., Kotler, P., Moorthy, K.S. (1992) Prentice Hall | |
| Other Sources | 3. Journal articles |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | - | - |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | 10 | 50 |
| Presentation | 1 | 20 |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | - | - |
| Final Exam/Final Jury | 1 | 30 |
| Toplam | 12 | 100 |
| Percentage of Semester Work | |
|---|---|
| Percentage of Final Work | 100 |
| Total | 100 |
Course Category
| Core Courses | |
|---|---|
| Major Area Courses | X |
| Supportive Courses | |
| Media and Managment Skills Courses | |
| Transferable Skill Courses |
The Relation Between Course Learning Competencies and Program Qualifications
| # | Program Qualifications / Competencies | Level of Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Possesses the ability to conduct comprehensive literature reviews, formulate research problems, develop hypotheses, design research, and apply qualitative and quantitative methods to reach conclusions, ultimately leading to the ability to produce academic publications. | |||||
| 2 | Demonstrates awareness of research ethics. | |||||
| 3 | Contributes to the development of an information society by continuously following technological, social, and cultural advancements in academic and professional contexts. | |||||
| 4 | Approaches problems arising in businesses from theoretical, conceptual, and research-oriented perspectives. | X | ||||
| 5 | Understands the interaction between various disciplines related to the field of business and utilizes knowledge requiring expertise to analyze, synthesize, and evaluate new and complex ideas. | X | ||||
| 6 | In the face of unforeseen complex situations in business practice, produces solutions by developing new strategic approaches through holistic and creative thinking. | X | ||||
| 7 | Possesses a solid command of fundamental concepts and methodologies in the field of general business administration. | X | ||||
| 8 | Has a comprehensive understanding of the academic literature and international developments in the field of general business. | X | ||||
| 9 | Effectively communicates information related to the field of business using verbal, written, and visual communication methods. | |||||
| 10 | Demonstrates awareness of professional ethics, environmental sensitivity, sustainability, social responsibility, and cultural, societal, and universal values. | X | ||||
| 11 | Works effectively with different disciplines or multicultural teams, takes responsibility, conducts risk analysis, adapts to change, engages in critical thinking, and takes initiative in problem-solving. | |||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | 15 | 1 | 15 |
| Presentation/Seminar Prepration | 1 | 15 | 15 |
| Project | |||
| Report | |||
| Homework Assignments | 10 | 3 | 30 |
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | |||
| Prepration of Final Exams/Final Jury | 1 | 20 | 20 |
| Total Workload | 128 | ||