| Learning Outcomes |
PO |
MME |
| The students who succeeded in this course: |
|
|
| LO-1 |
Can give the sample of current marketing approaches |
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
|
| LO-2 |
Can make the original work on marketing approach |
PO-12 Contribute to national and international literature by doing and introducing original scientific studies in the field of marketing.
PO-17 Follow the scientific, technological, social and cultural developments in an academic and professional way and contribute to the relevant issues and processes.
|
Presentation
|
| LO-3 |
Can select the appropriate marketing approach to changing marketing environment |
PO-9 Can improve the science of marketing, develop a new scientific method, or apply a known method to a different area of marketing.
PO-14 As a researcher and scientist, learn to look the new issues or new developments in the field of marketing critically, enhance their questioning and exploratory aspects.
|
Examination
|
| LO-4 |
Can explain the major change trends in marketing and the reasons |
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
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
|
PO: Programme Outcomes
MME:Method of measurement & Evaluation |
| Course Contents |
| Marketing approaches and current issues: post-modern marketing, niche marketing, word of mouth marketing, internet marketing, electronic supply chain management, viral marketing, value marketing, mobile marketing, data based marketing, relationship marketing, goal-directed marketing, neuro marketing, direct marketing. |
| Weekly Course Content |
| Week |
Subject |
Learning Activities and Teaching Methods |
| 1 |
Marketing approaches and current issues |
Lecturing, question-answer and discussion method |
| 2 |
Post-modern marketing, |
Lecturing, question-answer and discussion method |
| 3 |
Niche marketing, |
Lecturing, question-answer and discussion method |
| 4 |
Relationship marketing, |
Lecturing, question-answer and discussion method |
| 5 |
Word of mouth marketing |
Lecturing, question-answer and discussion method |
| 6 |
Internet marketing, |
Lecturing, question-answer and discussion method |
| 7 |
Electronic supply chain management |
Lecturing, question-answer and discussion method |
| 8 |
mid-term exam |
|
| 9 |
Viral marketing |
Lecturing, question-answer and discussion method |
| 10 |
Value added marketing |
Lecturing, question-answer and discussion method |
| 11 |
Mobile marketing |
Lecturing, question-answer and discussion method |
| 12 |
Direct marketing. |
Lecturing, question-answer and discussion method |
| 13 |
Data based marketing |
Lecturing, question-answer and discussion method |
| 14 |
Caused related marketing |
Lecturing, question-answer and discussion method |
| 15 |
Prepare and submit a term paper on the current approaches to marketing |
Term Paper - The Project |
| 16 |
final exam |
|
| Recommend Course Book / Supplementary Book/Reading |
| 1 |
Güncel Pazarlama Yaklaşımlarından Seçmeler, (Editör: İnci Varinli ve Kahraman Çatı), Detay yay., Ankara,2008. |
| 2 |
Kaya, İsmail, Pazarlama Bi Tanedir, Babıali Yay., İstanbul. |
| Required Course instruments and materials |
| Textbook and projection |
