SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
MBM7102	Marketing Theories	1	Fall	3	0	3	6

Course Type :	Elective Course III
Cycle:	Master TQF-HE:7. Master`s Degree QF-EHEA:Second Cycle EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi ASLIHAN BEKAROĞLU ÖZATAR
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi ASLIHAN BEKAROĞLU ÖZATAR Dr. Öğr. Üyesi ESRA NUR GÖKHAN
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

By the end of the course, students will be able to:

Understand major marketing theories and their philosophical roots.

Analyze paradigm shifts in marketing thought.

Critically evaluate different schools of marketing.

Apply theoretical perspectives to research and practice.

Discuss contemporary debates in marketing theory.

Course Content:

This course explores the theoretical foundations of marketing as an academic discipline. Students will examine the historical evolution of marketing thought, key schools of thought, paradigms, and the development of marketing as a social and managerial science. Emphasis is placed on understanding the underlying philosophies, assumptions, and frameworks that shape contemporary marketing research and practice.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Define key marketing theories, paradigms, and philosophical foundations of marketing as a discipline
2) Explain the evolution of marketing thought and major schools of thought (e.g., Managerial, Behavioral, Systems, Social Exchange).
3) Compare and contrast different paradigms and theoretical perspectives in marketing (e.g., positivist vs. interpretivist approaches).
4) Analyze the relationship between marketing theory and marketing practice, evaluating how theoretical models guide managerial decisions.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Develop an academic argument or conceptual model based on one or more marketing theories.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) Communicate theoretical insights effectively through written reports and oral presentations consistent with graduate academic standards.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to Marketing Theory
2)	Philosophy of Science and Marketing
3)	Historical Evolution of Marketing Thought
4)	Schools of Marketing Thought
5)	Managerial and Consumer Behavior Schools
6)	Systems and Social Exchange Schools
7)	Marketing and Society
8)	Midterm Exam
9)	Paradigm Shifts in Marketing
10)	Relationship and Service Dominant Logic
11)	Resource-Advantage Theory
12)	Marketing as a Social and Cultural Process
13)	Future of Marketing Theory
14)	Final Project Presentations
15)	Final Project Presentations

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5	6
Program Öğrenme Çıktıları (PÖÇ)
1) Explains the fundamental and theoretical knowledge required for business management.
2) Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.
3) Develops problem-solving and decision-making abilities through individual and team work.
4) Has the ability to manage employees and processes in a dynamic business environment.
5) Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.
6) Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.
7) Possesses cultural awareness and conveys it to groups both within and outside the field.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explains the fundamental and theoretical knowledge required for business management.	4
2)	Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.	3
3)	Develops problem-solving and decision-making abilities through individual and team work.	3
4)	Has the ability to manage employees and processes in a dynamic business environment.	2
5)	Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.	3
6)	Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.	2
7)	Possesses cultural awareness and conveys it to groups both within and outside the field.	3

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Homework
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 40.00
Semester Final Exam	1	% 60.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	1	15	15
Project	0	0	0
Homework Assignments	1	14	14
Total Workload of Teaching & Learning Activities	-	-	71
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	0	0	0
Midterms	1	36	36
Semester Final Exam	1	46	46
Total Workload of Assesment & Evaluation Activities	-	-	82
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6

Course Notes / Textbooks:
References: