MARKETING THEORY

Description

Course Title	Course Code	Semester	Required/Elective	Theory + Practice	ECTS
Marketing Theory	PZL623	I. SEMESTER	Required Courses	3+0	7.5

Language of Instruction	Türkçe
Course Type	Required Courses
Course Instructor(s)	PROF. DR. BAYRAM ZAFER ERDOĞAN
Mode of Delivery	The mode of delivery of this course is Face to face
Prerequisites	There is no prerequisite or co-requisite for this course.
Courses Recommended	There is no recommended optional programme component for this course.
Reading List	1-Defining Marketing - (Mithat Üner)2-Marketing-Philosophy or Function? Baker & Saren, Chpt 13-Domain of Marketing (Michael J. Baker)4-The Role of Marketing and the Firm, Weitz & Wensley, Chpt 35-The Need for Theory in Marketing, Michael J. Baker6-Marketing Theory, Baker & Saren, Bölüm 2-Pazarlama Teorisi7-On Rethinking Marketing: Our Discipline, Our Practice, Our Methods, Shelby D. Hunt.8-A Generic Concept of Marketing, Philip Kotler 9-Marketing as Exchange, Richard P. Bogazzi 10-Tarihsel Perspektiften Geleceğe Pazarlamanın Seyri, M.Ali Paylan ve Ömer Torlak11-A History of Marketing Thought, Weitz & Wensley, Chpt.212-How Modern is Modern Marketing? Marketing’s Evolution and the Myth of the “Production Era”, Ronald A. Fullerton 13-The Economic Basis of Marketing, Baker & Saren, Chpt.514-The Psychological Basis of Marketing, Baker & Saren, Chpt.615-The Sociological Basis of Marketing, Baker & Saren, Chpt.716-Cultural Aspects of Marketing, Baker & Saren, Chpt.817-Symbols for Sale Sidney J. Levy18-Marketing’s Relationship to Society, Weitz & Wensley, Chpt.1 19-An Institutional Aproach to Sustainable Marketing, Baker & Saren, Chpt.1720-Marketing Ethics, Baker & Saren, Chpt.421-From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Christian Grönroos22-Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach, Evert Gummesson23-İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları, Can Erkin Armutlu24-The Theoretical and Philosophical Underpinnings of Relationship Marketing, Toivo S Aijo 25-An Alternative View of Relationship Marketing: A Framework for Ethical Analysis, Tuomo Takala ve Outi Uusitala26-The Value Concept and Relationship Marketing, Annika Ravald & Christian Grönroos27-Conceptualising Value Co-Creation: A Journey to the1970s and Back to the Future, Christian Grönroos 28-The Co-Creative Practice of Forming a Value Proposition, Christian Kowakowski vd.29-Exit Services Marketing-Enter Service Marketing, Evert Gummesson30-Evolving to a New Dominant Logic for Marketing, Stephen L.Vargo & Robert F.Lusch31-Consumer Equity in Relationship Marketing, Isabelle Szmigin32-Marketing Myopia, Theodore Levitt33-Marketing: Convict or Savior of Global Crises - (B.Zafer Erdoğan)
Assessment Methods	Semester-long reports and Final exam Final Exam
Work Placement	N/A