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 MANAGEMENT (PHD) | ||||
| 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 theoretical 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-1 The candidate can understand, analyze and interpret the basic concepts and functions of Business Science in expertise level, and can apply this ability in one or more fields such as Management and Organization, Marketing, Production Management, Quantitative Methods, Accounting and Finance in expertise level. PO-2 The candidate will learn the different perspectives about numerous theories, models and paradigms that have developed in business fields such as management and organization, organizational behavior, marketing, finance, accounting, human resources, production management, quantitative methods, and the candidate can gain knowledge and skills to evaluate, interpret and criticize scientific studies and researches,which are presented in various scientific meetings, in these fields. |
Examination |
| LO-2 | Can interpret marketing modeling techniques and how these techniques represent real cases. |
PO-1 The candidate can understand, analyze and interpret the basic concepts and functions of Business Science in expertise level, and can apply this ability in one or more fields such as Management and Organization, Marketing, Production Management, Quantitative Methods, Accounting and Finance in expertise level. PO-3 The candidate can do an original scientific/ academic researches independently or jointly with other researchers in business administration field and other social sciences` fields by using the most recent improvements in research methods, and gain knowledge, skills and responsibility to publish the results of research in books, articles and reports, to present in the scientific environment discussion such as conference and congress. PO-9 As a good academician and researcher, the candidate can learn to look critically to new subjects, to new developments in the field of Business Administration, to related other topics. Also, he/she can improve his/her questioning and exploratory aspects. PO-13 The candidate can identify social, scientific, managerial and ethical problems that are encountered in the field of academic and professional business life, and can analyze and solve them, and contribute to the development of values related to such issues. |
Examination |
| LO-3 | Can give detailed information about the different schools of marketing theory |
PO-1 The candidate can understand, analyze and interpret the basic concepts and functions of Business Science in expertise level, and can apply this ability in one or more fields such as Management and Organization, Marketing, Production Management, Quantitative Methods, Accounting and Finance in expertise level. PO-4 The candidate brings new grounds in the field of business administration by providing original scientific studies, and develops a new scientific method or applies to known methods into different fields, and contributes to national and international literature. PO-9 As a good academician and researcher, the candidate can learn to look critically to new subjects, to new developments in the field of Business Administration, to related other topics. Also, he/she can improve his/her questioning and exploratory aspects. |
Examination |
| LO-4 | Can interpret the recent topics about marketing theory. |
PO-1 The candidate can understand, analyze and interpret the basic concepts and functions of Business Science in expertise level, and can apply this ability in one or more fields such as Management and Organization, Marketing, Production Management, Quantitative Methods, Accounting and Finance in expertise level. PO-4 The candidate brings new grounds in the field of business administration by providing original scientific studies, and develops a new scientific method or applies to known methods into different fields, and contributes to national and international literature. PO-6 The candidate can discuss the new information in the field of business in a systematic manner, and can gain high level skills about research methods in the field. PO-8 The candidate keeps up to date his/her knowledge, follow closely national and international literature in the field of Business Administration, and can improve himself/herself not only in Business Administration, but also in other social issues. |
Examination |
| 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 | ||
| 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 | 0 | ||
| d) Prepare a workshop/Presentation/Report | 7 | 5 | 35 |
| e) Term paper/Project | 3 | 3 | 9 |
| 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 | ||