Marketing

Aim

The aim of the Ph.D. Program in Business Administration-Marketing track is to create an accumulation of knowledge in marketing and to prepare the Ph.D. students for careers in scholarly research as well as teaching. The program provides a solid theoretical background in marketing. The graduates of this track may pursue careers in academic or research institutions. They have the option to specialize in different sub-areas of marketing.

Whether students take an interest behavioral, quantitative or any other track of marketing, they will be using experimental, solid statistical methods and data analysis in order to provide optimal answers to very important, managerially-relevant marketing questions.

Structure of the Program

Ph.D. in Business Administration-Marketing track is a four-year degree program. The medium of instruction is English. This track consists of 30 credit hours of course work. During first four semesters of their studies, students are expected to finish this course work (10 courses in total). After the completion of the course work, students are asked sit the Ph.D. proficiency exam which is composed of two parts: written and oral exams. Successful students can proceed further and start working on their Ph.D. dissertation.

Students begin to prepare a dissertation proposal under the supervision of a Dissertation Supervisor. After the successful completion of the Qualification Exams, the student presents the proposal to a Dissertation Proposal Examining Committee for formal approval to proceed to the dissertation phase. The Ph.D. dissertation has to make an original and substantial contribution to the specific discipline. The students are expected to do independent and individual research and this will form the major bulk of their work.

The Curriculum of the Marketing Track

Dersin Adı Teori Uygulama Kredi
İleri İstatistik 3 0 3
Bilim Felsefesi 3 0 3
Pazarlama Düşüncesi 3 0 3
Tüketici Davranışı Kuramları Analizi 3 0 3
Niceliksel Araştırma Yöntemleri 3 0 3
Pazarlama Araştırması 3 0 3
Pazarlamada Yönetimsel Yaklaşım 3 0 3
Niteliksel Araştırma Yöntemleri 3 0 3
Pazarlama Kuramları Alanında Özel Konular 3 0 3
Seçmeli Ders 3 0 3
Doktora Yeterlik Sınavı (Yazılı)
Doktora Yeterlik Sınavı (Sözlü)
Doktora Tezi


Course Descriptions

Advanced Statistics The purpose of this course is to provide students with a strong background in statistical principles. The emphasis is on attaining a conceptual understanding of these statistical techniques and associated models, selecting appropriate technique(s) for a given research problem, conducting computer-assisted data analyses, and correctly expressing the results of such analyses. The successful student will finish this course with an ability to effectively evaluate and act upon statistical reports and data relating to applications in business. Discussion of issues in research design and philosophy of science will be sprinkled throughout the course.

Philosophy of Science This course gives an indepth analysis of the assumptions, foundations, and implications of science. After an introductory survey of what science is and how to understand the outcomes of science, our course will focus on the main methodological assumptions of modern science, their epistemological foundations, and finally the implications of scientific research and development. Parallel to these discussions, practical case-studies of notorious examples of scientific discoveries and revolutions will foster our theoretical understanding of science.

Marketing Thought The Theory of Marketing course chronicles the evolution of marketing theories and the rationales behind them. It is an academic marketing seminar that focuses on bringing together both academic theory and real world marketing practices. The lack of fundamental theoretical definitions has been one complicating factor in the understanding and, consequently, relations between different functions in companies, especially the departments of product development, marketing and sales. This seminar course is designed to consider major contemporary issues in marketing theory, understand the history and evolution of marketing thought, enhance the ability to conduct scientifically respectable research and to evaluate research in a professional-critical manner.

Analysis Consumer Behavior Theories Businesses spend millions of dollars on product research but consumers rank preferences based upon utility or the satisfaction derived from consumption. The principle assumption upon which the theory of consumer behavior and demand is built is: a consumer attempts to allocate his/her limited money income among available goods and services so as to maximize his/her utility (satisfaction).This course attempts to establish the link between product classification and consumer decision theory.

Quantitative Research Methods This course provides students with an introduction to many different types of quantitative research methods and statistical techniques. Wherever there is uncertainty, quantitative methods are statistical methods, and the course gives a good grounding in statistics for business and economics. Students learn how to define research problems, theory testing, causal inference, and design research instruments. A range of statistical techniques and methods that are available for empirical research will be explored.

Marketing Research In today?s rapidly changing world, obtaining high-quality information about the current marketing environment may determine the success or failure of a business. Research marketers use a variety of methods to collect information about consumers and the marketplace. This course identifies different sources of marketing research data, examines processes for collecting and analyzing research data, and shows how to prepare and present marketing research reports. One of the goals of Marketing Research course is to teach students how to use computers to analyze marketing data.

Managerial Perspectives in Marketing This course provides the theories, strategies and tools the students need to develop workable, sustainable solutions to new challenges from a managerial point of view. Regardless of students? involvement in the marketing process or making decisions that affect organizational strategy, this course aims to cover topics such as demand analysis, product/service management, pricing, distribution, promotions and integrated communications.

Qualitative Research Methods The assumptions, theories, and practice of qualitative research are introduced. This course will focus upon the use of qualitative methods for research about business. Methods including interviewing, focus groups, participant observation and ethnography will be taught and practiced. The course examines the relationships between the theories and purposes of qualitative and quantitative inquiry. There is considerable focus on practicing selected research skills and the analysis and write-up of the results from these activities

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Special Topics in Marketing Theory At the beginning of each semester, two themes will be selected, a literature review of which will become the core content. Students will review the literature, form the research methods, and write articles explaining the hypothesis and the methods used. In some instances, a pilot study might be applicable as a pre-test. Consumer choice models, information search and evaluation processes, attitudes, positioning, segmentation and new improvements in the marketing literature, CRM, integrated marketing communications will be reviewed. This course will be the basis for the doctoral studies.

ELECTIVE COURSES

Consumer Culture and Identity This course is prepared in a way to lay the groundwork for the critical analysis in consumer behavior. Topics related to social psychology will be examined. Attitude formation through use of marketing strategies and advertising will be examined with a focus on how consumers perceive and integrate information and messages. The purpose of this course is to help students chose their fields of interest and be able to conduct original research projects in related topics and consumer research.

Innovation Management Innovation Management focuses on the process of designing innovative new information-based services, including problem definition, research, design, development, and execution. Concepts include blueprinting, ideation, blue ocean strategy, branding, observation and interview, personas, storyboards, customer journey, stage-gate process and project portfolio management.

Theory of Retailing The retailing industry has undergone revolutionary changes since the Second World War: the rise of large multiple companies, increasing store sizes, new technologies and the internationalization of retailing have all transformed the retailing environment. This comprehensive course traces the evolution and development of the retailing industry from before the Industrial Revolution up to the dramatic changes of the 2000s. This course try to understand Retail Management from a strategic planning perspective; development and implementation of retail strategy from financial, operational, and customer orientation.