INTERNATIONAL BURCH UNIVERSITY
Graduate Study - Faculty of Economics and Social Sciences
Management PhD
2012-2013

SYLLABUS
Code Name Level Year Semester
BUS 642 Marketing Theory Graduate 1 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
7.5 292 English

Instructor Assistant Coordinator
Teoman DUMAN, Prof. Dr. Teoman DUMAN, Prof. Dr.
[email protected] no email

COURSE OBJECTIVE
The purpose of this course is to analyze marketing concepts through published scientific books and articles. Throughout the course, marketing concepts and published research will be discussed with student participation. At the end of the course, students are expected to develop and present a research proposal in a marketing area.

COURSE CONTENT
Week
Topic
  1. 1. Shaw, E. H. and Jones, D. G. B. (2005). A History of Schools of Marketing Thought. Marketing Theory, 5,3, 239-281. 2. Zinkhan, G. M. (2005). The Marketplace, Emerging Technology and Marketing Theory. Marketing Theory, 5,1, 105-115.
  2. 3. Kerlinger, F. N. (1986). Foundations of Behavioral Research. 3rd ed. Orlando, FL: Holt, Reinhart and Winston. Chapters 1, 2, 3, 25. 4. Pedhazur, E. J. and Schmelkin, L. P. (1991). Measurement, Design and Analysis: An Integrated Approach. Hillsdale, New Jersey, USA: Lawrence Erlbaum Associates, Publishers. Chapters 3, 4. 5. Drolet, A. L. and Morrison, D. G. (2001). Do We Really Need Multiple-Item Measures in Service Research? Journal of Service Research, 3, 3, 196-204.
  3. 6. Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12, 341-352. 7. Fabrigar, L. R., Wegener, D. T., MacCallum, R. C. and Strahan, E. J. (1999). Evaluating the Use of Exploratory Factor Analysis in Psychological Research. Psychological Methods, 4, 3, 272-299.
  4. 8. Bennett, J. A. (2000). Mediator and Moderator Variables in Nursing Research: Conceptual and Statistical Differences. Research in Nursing and Health, 23, 415-420. 9. Reisinger, Y. and Turner, L. (1999). Structural Equation Modelling with Lisrel: Application in Tourism. Tourism Management, 20, 71-88.
  5. 10. Darden, W. and Babin, B. J. (1994). Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality. Journal of Business Research, 29, 101-109. 11. Holbrook, M. B. and Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. Journal of Consumer Research, 9, September, 132-140.
  6. 12. Fournier, S. and Mick, D. G. (1999). Rediscovering Satisfaction. Journal of Marketing, 63, October, 5-23.
  7. 13. Sweeney, J. C. and Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple-Item Scale. Journal of Retailing, 77, 203-220. 14. Grewal, D., Monroe, K. and Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62, April, 46-59.

  1. 15. Darke, P. R. and Chung, C. M. Y. (2005). Effects of Pricing and Promotion on Consumer Perceptions: It Depends on How You Frame It. Journal of Retailing, 81,1, 35-47. 16. Monroe, K. (1990). Pricing: Making Profitable Decisions. 2nd ed. New York, USA: McGraw Hill. Chapters 1,3,4,5.
  2. 17. Brakus, J. J., Schmitt, B. H. and Zarantonello, L. (2009). Brand Experience: What is It? How is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, May, 52-68. 18. Braun-LaTour, K., LaTour, M. S. and Zinkhan, G. M. (2007). Using Childhood Memories to Gain Insight into Brand Meaning. Journal of Marketing, 71, April, 45-60.
  3. 19. Laroche, M., Pons, F., Zgolli, N., Cervellon, M. and Kim, C. (2003). A Model of Consumer Response to Two Retail Sales Promotion Techniques. Journal of Business Research, 56, 513-522.
  4. 20. Leisen, B. (2001). Image Segmentation: The Case of a Tourism Destination. Journal of Services Marketing, 15,1,49-66. 21. Duman, T. and Tanrısevdi, A. (2011). Profiling of English Tourists Visiting Turkey Based on Attitudes Toward Internet Use in Vacation Decision Making. Journal of Hospitality Marketing and Management, 20, 1-26.
  5. 22. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50. 23. Das, D., Mohapatra, P. K. J., Sharma, S. K. and Sarkar, A. (2007). Factors Influencing the Attractiveness of a Tourist Destination: A Case Study. Journal of Services Research, 7, 1, 103-134. 24. Ho, C. and Lee, Y. (2007). The Development of an E-travel Service Quality Scale. Tourism Management, 28, 1434-1449.
  6. 25. Rossiter, J. R. And Percy, L. (1997). Advertising Communications and Promotion Management. 2nd ed. New York, USA: McGraw Hill. Chapter 6, 140-174. 26. Kim, D. J., Kim, W. G. and Han, J. S. (2007). A Perceptual Mapping of Online Travel Agencies and Preference Attributes. Tourism Management, 28, 591-603.
  7. 27. Schlegelmilch, B. B. and Öberseder, M. (2010). Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends. Journal of Business Ethics, 93, 1-19. 28. Walker, A. G. and Smither, J. W. (2011). The Effects of Religiosity on Ethical Judgments. Journal of Business Ethics, DOI 10.1007/s10551-011-1009-4.

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Lectures
    • Presentation
    • Project
    • Assignments
    Description (%)
    Method Quantity Percentage (%)
    Homework130
    Presentation140
    Term Paper130
    Total: 100
    Learning outcomes
    • An Advanced Understanding of Research Methods in Marketing
    • An Advanced Understanding of Marketing Theories Published in Academic Journals
    • Analyzing and Interpretation of Theoretical and Research Articles in Marketing
    • Preparation and Presentation of a Marketing Research Proposal
    TEXTBOOK(S)
    • 1. Kerlinger, F. N. (1986). Foundations of Behavioral Research. 3rd ed. Orlando, FL: Holt, Reinhart and Winston.
    • 2. Pedhazur, E. J. and Schmelkin, L. P. (1991). Measurement, Design and Analysis: An Integrated Approach. Hillsdale, New Jersey, USA: Lawrence Erlbaum Associates, Publishers.
    • 3. Monroe, K. (1990). Pricing: Making Profitable Decisions. 2nd ed. New York, USA: McGraw Hill.

    ECTS (Allocated based on student) WORKLOAD
    Activities Quantity Duration (Hour) Total Work Load
    Lecture (14 weeks x Lecture hours per week)348144
    Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)348144
    Midterm Examination (1 week)122
    Final Examination(1 week)122
    Preparation for Midterm Examination 0
    Preparation for Final Examination7,50
    Total Workload: 292
    ECTS Credit (Total workload/25): 12