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 | 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 |
| 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 | ||