İŞL437

School of Economics and Administrative Sciences \ Business Administration

3

6

Elective

English

-

Business Administration Bachelor's Degree Program

Basic marketing principles, marketing and consumer behavior theories, consumer decision-making process, philosophy of marketing, consumer culture theory, subculture theory, imitation products, feminist approaches, netnography, symbolism, materialism.

1. Hunt (1976), The nature and scope of marketing
2. Anderson (1983), Marketing, scientific progress, and the scientific method
3. Varey (2010), The economics basis of marketing
4. Kimmel (2010), The psychological basis of marketing
5. Grønhaug and Kleppe (2010), The sociological basis of marketing
6. Veblen (1899), The theory of the leisure class
7. Bourdieu (1980), The aristocracy of culture
8. Fournier (1998), Consumers and their brands
9. Colquitt and George (2011), Publishing series.

The objectives of this course are: To provide students with theoretical thinking skills beyond the basics of marketing and to introduce them to the intellectual foundations of the marketing discipline. To comprehend the prominent theories, approaches and academic discussions in marketing and consumer behavior literature. To enable students to read, evaluate and discuss academic articles with a critical perspective in oral and written form. To develop the ability to relate theoretical knowledge to current consumer and marketing phenomena and to develop the habit of academic and analytical thinking.

1. Defines and compares the basic theoretical approaches in the field of marketing and consumer behavior.
2. Critically analyzes the classical and contemporary academic texts in the field of marketing.
3. Relates concepts such as consumer decision-making process, consumer culture, subcultures and symbolic consumption to theoretical frameworks.
4. Understands the relationship between qualitative research methods and marketing theories and interprets these methods.
5. Develops the ability to summarize, present and discuss an academic article.
6. Evaluates the contributions of different disciplines (psychology, sociology, economics, etc.) in the development of marketing theory.

Week 1: Introduction - Guest Speaker: Academic Career in Marketing
Week 2: Introduction to Marketing Theory
Week 3: Conducting Online Academic Research and Citing Sources - Research Methods
Week 4: Readings
Week 5: Readings
Week 6: Midterm Exam I
Week 7: Readings
Week 8: Publication Process (Stages 1-2-3-4-5-6-7)
Week 9: Research Ethics
Week 10: Midterm Exam II
Week 11: Q&A Session and Article Discussions - Guest Speaker: Qualitative Research Methods
Week 12: Article Presentations

• Midterm I 30 %
• Midterm II 35 %
• Presentation 35 %