| Course Name | Contemporary Research in Marketing II: Marketing Strategy and Models |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| BA 672 | Fall/Spring | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | - | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | |
| Learning Outcomes | The students who succeeded in this course;
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| Course Description | This course enriches students’ understanding of contemporary issues in marketing by introducing latest developments both in academia and the business world. |
| Related Sustainable Development Goals | |
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| 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 and the Syllabus From Modernity to Postmodernity: The Evolution of Marketing | The syllabus Selected Academic Journal Articles |
| 2 | Consumers and brands | • Mick, David Glen (1986), “Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance,” Journal of Consumer Research, 13 (September), 196–213. • Levy, Sidney J. (1959), “Symbols for Sale,” Harvard Business Review, 37 (July/August), 117–24. • Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (March), 343–73. • Belk, Russell W. “Possessions and the Extended Self”, Journal of Consumer Research, Sep88, Vol. 15 Issue 2, p139. • Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32 (December), 378-389 • Han, Y.J. & Nunes J.C. & Drèze, X. 2010, Signaling status with luxury goods: the role of brand prominence, Journal of Marketing, Vol 74, No.4, pp. 15-30. • de Chernatony, Leslie and Francesca Dall’Olmo Riley (1998), “Defining a ‘Brand,’ Beyond the Literature With Experts’ Interpretations,” Journal of Marketing Management, 14 (4/5), 417–43. • Muniz, A.M. and T.C. O’Guinn (2001), “Brand Community,” Journal of Consumer Research, 27 (4), 412– 32 • Algesheimer René, Utpal M. Dholakia et Andreas Hermann (2005), The Social Influence of Brand Community: Evidence from European Car Clubs, Journal of Marketing, 69 (July), 19-34. • Schau, H.J., Muñiz, A.M., and Arnould, E.J. 2009. How brand community practices create value. Journal of Marketing, Volume: 73 Issue: 5 Pages: 30-51 • McAlexander, J. H., Schouten, J. W. and Koeing, H. G. (2002), “Building Brand Community”, Journal of Marketing, Vol. 66, pp. 38– 54. |
| 3 | Brand awareness, identity and image | • Hoyer, Wayne D., and Steven P. Brown. 1990. “Effects of brand awareness on choice for a common, repeat purchase product.” Journal of Consumer Research, 17, 141-148. • Aaker, J.L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 36 (3), 345–55. • Biel, Alexander L. 1997. “Discovering Brand Magic: The Hardness of the Softer Side of Branding”, International Journal of Advertising, 16 (3), 199-210. • Dobni, Dawn, and George M. Zinkhan. 1990. “In Search of Brand Image: A Foundation Analysis”, Advances in Consumer Research, 17(1), 110-120. • Park, C.W., B.J. Jaworski, and D.J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, 50 (4), 135–45. • Faircloth, J.B., L.M. Capella, and B.L. Alford (2001), “The Effect of Brand Attitude and Brand Image on Brand Equity,” Journal of Marketing Theory and Practice, 9 (3), 61–74. • Park, C. Whan, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich and Dawn Iacobucci (2010), “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers,” Journal of Marketing, 74, 1-17. • Carroll, B.A. and A.C. Ahuvia (2006), 'Some antecedents and outcomes of brand love', Marketing Letters, 17 (2), 79–89. • Schmitt, B., Zarantonello, L., & Brakus, J. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68 |
| 4 | Managing brands | • Keller, Kevin Lane (2003) “Brand synthesis: The multidimensionality of brand knowledge,” Journal of Consumer Research, 29 (4), 595-600. • Keller, Kevin (1993), “Conceptualizing, Measuring and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1), 1–22. • Aaker, David A. 1996. “Measuring Brand Equity Across Products and Markets”, California Management Review, 38 (Spring), 102-120. • Simon, C.J. and M.W. Sullivan (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, 12 (Winter), 28–52. • Srinivasan, Shuba and Dominique M. Hanssens (2009), “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions,” Journal of Marketing Research, 46 (3), 293-312. • Aaker, David A. and Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54 (1), 27–41. • Volckner, F; Sattler, (2006) Drivers of Brand Extension Success. Journal of Marketing 70:2, 18-34. • Loken, Barbara and Deborah Roedder John (1993), "Diluting Brand Beliefs: When Do Brand Extensions Have A Negative Impact?" Journal of Marketing, 57 (July), 71-84. |
| 5 | Managing brands | • Broniarczyk, Susan and Joseph W. Alba (1994), "The Importance of the Brand in Brand Extension," Journal of Marketing Research, 31 (May), 214-28. • Berens, G., van Riel, C.B.M., van Bruggen, G.H. (2005) "Corporate associations and consumer product responses: the moderating role of corporate brand dominance", Journal of Marketing, Vol.69 Issue: 3 Pages: 35-48 • De Chernatony, Leslie, (1999), “Brand management through narrowing the gap between brand identity and brand reputation”, Journal of Marketing Management, Vol. 15, pp. 157-179. • Fitzsimons, Grainne M., Chartrand, Tanya L., Fitzsimons, Gavan J. (2008) Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You “Think Different”. Journal of Consumer Research, Vol. 35 Issue 1, p21-35. • Grönroos, C. and Lindberg-Repo, K. (1998), “Integrated marketing communications: The communications aspect of relationship marketing”, Integrated Marketing Communications Research Journal, Vol. 4, No.1, pp.3-11. • Varey, Richard J. and Ballantyne, David (2005), “Relationship marketing and the challenge of dialogical interaction”, Journal of Relationship Marketing, Vol. 4, No. 3, pp. 13-30. • Giesler, Markus (2012), “How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of Marketing, 76 (November), 55-68. • Holt, D.B., Quelch, J.A., Taylor, E.L., (2004), How Global Brands Compete, Boston: Harvard Business Review, September Issue |
| 6 | Branding in nontraditional domains | • Hatch, Mary Jo and Schultz, Majken (2003), “Bringing the corporation into corporate branding”, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1041-1064. Page 5 (5) • Ballantyne, D. & Aitken, R. (2007). Branding in B2B markets: Insights from the Service-Dominant logic of marketing. Journal of Business and Industrial Marketing, 22 (6): 363-371. • Berry, Leonard L. (2000), “Cultivating service brand equity”, Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 128-137. • Thomson, M. (2006) Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities. Journal of Marketing: July 2006, Vol. 70, No. 3, pp. 104-119. • Kavaratzis, M. – Ashworth, G. J. (2005): City Branding: An Effective Assertion of Identity or s Transitory Marketing Trick? Tijdschrift voor Economische en Sociale Geografie, Vol. 96. No. 5. pp. 506-514 • Stephen Brown, Robert V. Kozinets, John F. Sherry Jr. (2003) Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing: July 2003, Vol. 67, No. 3, pp. 19-33. • Keller, K.L. and Lehmann, DR. (2006) Brands and branding: research findings and future priorities, Marketing Science, 25(6), 740-759. • Merz, M.A., He, Y. & Vargo, S.L. (2009): The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science. Vol. 37, pp. 328-344. |
| 7 | Branding in a digital age | • Belk, R.W.(2013). Extended self in a digital world. Journal of Consumer Research, 40(3),477-500. • Hanna R, Rohm A, Crittenden VL (2011) We're all connected: The power of the social media ecosystem. Business Horizons 54(3):265–273. • Kozinets, Robert V. (1999), “E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption,” European Management Journal, 17 (3), 252–64 • Hung, K.H. / Li, S. Y. (2007), “The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes” JOURNAL OF ADVERTISING RESEARCH Volume: 47 Issue: 4 Pages: 485-495 • Kozinets, Robert V., Kristine de Valck, Andrea Wojnicki and Sarah Wilner (2010), “Networked Narratives: Understanding Word-of-mouth Marketing in Online Communities,” Journal of Marketing, 74 (March), 71-89. • Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102–106. • Marwick, A.E., & Boyd, d. (2010). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society, 13, 114-133. • Fournier, S., & Avery, J. (2011) The Uninvited Brand. Business Horizons, 54, 193–207. |
| 8 | Paper discussion | |
| 9 | Consumption Communities & Tribal Marketing Online Communities, Social Media, Viral Marketing | Some articles |
| 10 | Social Marketing | • Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 13(1), 108-114. • Goldberg, M. & Gunasti, K. (2007). Creating an environment in which youths are encouraged to eat a healthier diet. Journal of Public Policy & Marketing, 26(2), 162-181. • Plant, A. et al. (2010). Stop the Sores: The making and evaluation of a successful social marketing campaign. Health Promotion Practice, 11(1), 23-33. • Rothschild, M. (1999). Carrots, sticks and promises: A conceptual framework for the management of public health and social issue behaviors. Journal of Marketing, 63(4), 24-37. • Wood, M. (2008). Applying commercial marketing theory to social marketing: A tale of 4Ps (and a B). Social Marketing Quarterly, 14(1), 76-85. |
| 11 | Sponsorship Linked Marketing Causes | • Barone, Michael J., Anthony D. Miyazaki and Kimberly A. Taylor (2000), "The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?" Journal of the Academy of Marketing Science, 28 (2), 248-262. • Carrie S. Trimble and Nora J. Rifon (2006), “Effects of Consumer Perceptions of Compatibility In Cause-Related Marketing Messages,” International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 11, February, 29-48. • Drumwright, Minette E. (1996), "Company Advertising with a Social Dimension: The Role of Noneconomic Criteria," Journal of Marketing, 60 (October), 71-87. • Slrahilevitz, M. and J. G. Myers (1998), "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, 24 (March) 434-446. • Vadarajan, P. Rajon and Ani l Menon (1988), "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy," Journal of Marketing, 52 (3), 58-74. • Webb, Deborah J. and Lois A. Mohr (1 998), "A Typology of Consumer Responses to I J Cause-Related Marketing: From Skeptics to Socially Concerned," Journal of Public Policy & Marketing, 17 (Fall), 226-238. |
| 12 | Corporate Social Responsibility | • Carroll AB. The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizons 1991;34:39-48. • Lee, Eun Mi, Seong-Yeon Park & Hyun Jung Lee (2013) “Employees’Perception of CSR Activities: Its Antecedents and Consequences,” Journal of BusinessResearch, 66(10), 1716-1724. • Lichtenstein DR, Drumwright ME, Braig BM. The effects of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing 2004;68(4):16-32. • Maignan I. Consumers’ perceptions of corporate social responsibilities: a cross-cultural comparison. Journal of Business Ethics 2001;30(1):57-72. • Sen S, Bhattacharya CB. Does doing good always lead to doing better? consumer reactions to corporate social responsibility. Journal of Marketing Research 2001;38(2):225-43. • Sen S. Bhattacharya CB. Korschun D. The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment. Journal of the Academy of Marketing Science 2006;34(2):158-66. |
| 13 | Paper discussion | |
| 14 | Paper presentations | |
| 15 | Review of the Semester | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | Slater, Don (1997), Consumer Culture & Modernity, Cambridge: Polity Press. (CCM) Grant McCracken, Culture and Consumption, Indiana University Press, 1988. (CC) |
| Suggested Readings/Materials | Lévi-Strauss, Claude (1963), “Social Structure”, in Structural Anthropology, New York: Basic Books, 277-323. Barthes, Roland (2009 [1957]), Mythologies, London: Vintage Classics, 131-156. Baudrillard, Jean (2000 [French: 1969]), ”The Ideological Genesis of Needs”, in J.B. Schor & D.B. Holt, eds. The Consumer Society Reader, New York, New Press, 57-80. Baudrillard, Jean (1996 [1968]) , The System of Objects, New York: Verso. Baudrillard, Jean (1998 [1970]), The Consumer Society, London: Sage. |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 20 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | 1 | 40 |
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | ||
| Weighting of End-of-Semester Activities on the Final Grade | ||
| 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 | 5 | ||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | 1 | 3 | |
| Project | 1 | 66 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 187 |
| # | 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
