Graduate Study - Faculty of Economics and Social Sciences
PhD Management

Code Name Level Year Semester
MAN 626 Marketing Theory Graduate 1 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Compulsory 6 150 English

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

This course covers topics such as history of marketing, research methods used in marketing, theory and practice of marketing subjects, and scientific analysis and research of a marketing topic.

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 write and present a research article in a marketing area.

  1. Course introduction
  2. 1. Shaw, E. H. and Tamilia, R. D. (2001). Robert Bartels and the History of Marketing Thought. Journal of Macromarketing, 21,2, 156-163.
  3. 2. Shaw, E. H. and Jones, D. G. B. (2005). A History of Schools of Marketing Thought. Marketing Theory, 5,3, 239-281.
  4. 3. Lee, H. (2007). Chapter 2: Problems and hypotheses. Essentials of Behavioral Science Research: A First Course in Research Methodology. Morrisville, NC: Lulu.
  5. 4. Lee, H. (2007). Chapter 3:Constructs, variables and definitions. Essentials of Behavioral Science Research: A First Course in Research Methodology. Morrisville, NC: Lulu.
  6. 5. Drost, E. A. (2011). Validity and Reliability in Social Science Research. Education Research and Perspectives, 38(1), 105-123.
  7. 6. Agresti A. and Finlay, B. (1997). Chapter 10: Introduction to Multivariate Relationships. Statistical Methods for the Social Sciences. Upper Saddle River, NJ: Prenctice Hall.
  8. 7. Baron, R. M. and Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology, 1173-1182.
  9. 8. Reisinger, Y. and Turner, L. (1999). Structural Equation Modelling with Lisrel: Application in Tourism. Tourism Management, 20, 71-88.
  10. 9. Ho, C. and Lee, Y. (2007). The Development of an E-travel Service Quality Scale. Tourism Management, 28, 1434-1449.
  11. 10. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A means-End Model and Synthesis of Evidence. Journal of Marketing (52), 2-22.
  12. 11. Barone, M. J. and Roy, T. (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74, 121-132.
  13. 12. Leisen, B. (2001). Image segmentation: The case of a tourism destination. Journal of Services Marketing. 15,1, 49-66.

  1. 13. Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24, 343-373.
  2. 14. Schlegelmilch, B. B. and Ă–berseder, M. (2010). Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends. Journal of Business Ethics, 93, 1-19.


    • Interactive Lectures
    • Presentation
    • Discussions and group work
    • Assignments
    Description (%)
    Method Quantity Percentage (%)
    Term Paper140
    Total: 100
    Learning outcomes
    • Understanding the domain and history of marketing
    • Learning the research method concepts used in marketing
    • Analyzing and evaluating the research articles in different marketing areas
    • Conducting a marketing research and writing a scientific research article based on the knowledge received from the readings during the lectures.
    • Marketing Theory
    • Journal of Services Research
    • Journal of Consumer Research
    • Psychological Methods
    • Research in Nursing and Health
    • Tourism Management
    • Journal of Marketing
    • Journal of Retailing
    • Journal of Services Marketing
    • Journal of Hospitality Marketing and Management
    • Journal of Business Ethics

    ECTS (Allocated based on student) WORKLOAD
    Activities Quantity Duration (Hour) Total Work Load
    Lecture (14 weeks x Lecture hours per week)14342
    Laboratory / Practice (14 weeks x Laboratory/Practice hours per week) 0
    Midterm Examination (1 week) 0
    Final Examination(1 week) 0
    Preparation for Midterm Examination 0
    Preparation for Final Examination 0
    Assignment / Homework/ Project14684
    Seminar / Presentation12424
    Total Workload: 150
    ECTS Credit (Total workload/25): 6