| Course Name | Marketing Theory |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| BA 608 | Fall/Spring | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | Third Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | - | |||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to rethink marketing and the theories that have dominated its discourses. The strengths and weaknesses of theories in marketing, their positive and negative contributions to society and humanity, and the potentials and challenges to the future of marketing are assessed. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course aims to investigate the evolution of marketing theory and basic schools of thought and to ensure students have required knowledge and ability to interpret the literature and theories developed regarding the basic topics under the marketing concept. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the Course | |
| 2 | Is Marketing a Science? | |
| 3 | Theory Building | |
| 4 | Theory Building (continued) | |
| 5 | Production of Marketing Knowledge | |
| 6 | History of Marketing | |
| 7 | History of Marketing (continued) | |
| 8 | Critical Marketing Theory | |
| 9 | Discussion of Term Papers | |
| 10 | Three Recent Theories of Marketing | |
| 11 | Three Recent Theories of Marketing (Continued) | |
| 12 | Contemporary and Future Issues in Marketing Theory | |
| 13 | Contemporary and Future Issues in Marketing Theory (Continued) | |
| 14 | Presentation of Term Papers | |
| 15 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | Hunt, Shelby D. (2010), Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory. Armonk, NY: M. E. Sharpe Sheth, Jagdish N., David M. Gardner, and Dennis E. Garrett (1988), Marketing Theory: Evolution and Evaluation. New York, NY: John Wiley and Sons. |
| Suggested Readings/Materials | Academic articles |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 20 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | 1 | 30 |
| Project | 1 | 50 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | 0 | |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 14 | 5 | 70 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | 1 | 42 | |
| Project | 1 | 50 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 210 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to master existing theoretical knowledge in their specialized area of business administration. | X | ||||
| 2 | To be able to gain in-depth knowledge of research methodologies and design. | X | ||||
| 3 | To be able to acquire advanced knowledge of data collection and analysis techniques. | X | ||||
| 4 | To be able to design and conduct original research with a scholarly theoretical emphasis. | X | ||||
| 5 | To be able to disseminate scholarly knowledge in well-known academic networks. | X | ||||
| 6 | To be able to demonstrate the ability to communicate the results of their research in a clear and effective manner with various audiences. | X | ||||
| 7 | To be able to have concerns for the high ethical standards in research, and teaching. | X | ||||
| 8 | To be able to adopt critical attitude toward the extant literature and practice in the specialized area of business administration. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
