Marketing Models (MAN612) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Marketing Models MAN612 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Ph.D.
Mode of Delivery
Learning and Teaching Strategies Lecture, Discussion.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
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;
  • To learn how to create theoretical marketing models,
  • To use deductive logic and mathematical analysis to uncover surprising linkages between their variables
  • To have the theoretical infrastructure to establish relations between various marketing variables
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


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 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review.
2 2. To be aware of research ethics.
3 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context.
4 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. X
5 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business. X
6 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. X
7 7. To be able to master the basic concepts and methods in the field of general business administration. X
8 8. To be able to dominate the academic literature and international developments in the field of general business administration. X
9 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods.
10 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values X
11 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use 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
Special Course Internship
Field Work
Study Hours Out of Class 15 1 15
Presentation/Seminar Prepration 1 15 15
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