Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 1 / Spring Semester | ||||
| Level of Course | 3rd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | BUSINESS ADMINISTRATION - PRODUCTION MANAGEMENT AND MARKETING (DOCTORATE DEGREE) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | EMİR ERDEN (erden@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| To examine the emergence of marketing theory and basic schools of the theory, to examine the components of marketing concept in detail and analyze the basic articles and books about the subject by the means of theoritical background, to explain modeling in marketing and how real life cases are represented by models in marketing, to examine the current concepts of marketing which dominate the marketing concept. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Can explain the formation of marketing theory and the schools of basic marketing. |
PO-7 Understand the interaction of marketing with other branches of business management and different disciplines, examine the various marketing issues with new perspectives, gain abilities to produce original information through analysis and synthesis technics. |
Examination Presentation |
| LO-2 | Can interpret marketing modeling techniques and how these techniques represent real cases. |
PO-2 Have command on the current issues in the science of marketing, learn new marketing methods such as green marketing, social marketing, post-modern marketing, sustainable marketing, data-driven marketing, relationship marketing and so on |
Examination Presentation |
| LO-3 | Can give detailed information about the different schools of marketing theory. |
PO-7 Understand the interaction of marketing with other branches of business management and different disciplines, examine the various marketing issues with new perspectives, gain abilities to produce original information through analysis and synthesis technics. PO-8 Approach new marketing information in a systematic manner, have a high level of skills in research methods. |
Examination Presentation |
| LO-4 | Can interpret the recent topics about marketing theory. |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. |
Examination Presentation |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| The concept of marketing theory, management of marketing activities and administrative approaches, the system concept of marketing, the role of consumer behavior and consumer-marketing relationship, situation analysis, market segmentation, product policy, pricing policies and strategies, distribution policies and strategies, promotion policy and strategies, marketing planning and control. | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Modeling in marketing | Expression / Question - Answer |
| 2 | Marketing orientation | Expression / Question - Answer |
| 3 | Consumer behavior | Expression / Question - Answer |
| 4 | Consumer decision processes | Expression / Question - Answer |
| 5 | Market segmentation | Expression / Question - Answer |
| 6 | Developed marketing mix | Expression / Question - Answer |
| 7 | International marketing and culture | Expression / Question - Answer |
| 8 | mid-term exam | |
| 9 | Branding strategies | Expression / Question - Answer |
| 10 | New product development process | Expression / Question - Answer |
| 11 | Pricing | Expression / Question - Answer |
| 12 | Distribution channels | Expression / Question - Answer |
| 13 | Relationship marketing | Expression / Question - Answer |
| 14 | Advertising and promotion | Expression / Question - Answer |
| 15 | Management of saleforce | Expression / Question - Answer |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Tek, Ö. Baybars, Pazarlama İkeleri ve Yönetimi, İzmir. | |
| 2 | ALTUNIŞIK, R., VE DİĞERLERİ, MODERN PAZARLAMA, DEĞİŞİM YAYINLARI, İSTANBUL, 2006. | |
| 3 | İSLAMOĞLU A.Hamdi , Pazarlama Yönetimi - Stratejik ve Global Yaklaşım, 2. Baskı, Beta Yayınevi, İstanbul, 2000 | |
| Required Course instruments and materials | ||
| Books Including in the marketing theory and the subjects , Projectors, computer, blackboard. | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 1 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 3 | 14 | 42 |
| Outside Class | |||
| a) Reading | 8 | 6 | 48 |
| b) Search in internet/Library | 5 | 3 | 15 |
| c) Performance Project | 3 | 3 | 9 |
| d) Prepare a workshop/Presentation/Report | 7 | 5 | 35 |
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 4 | 4 | 16 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 4 | 4 | 16 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 183 | ||