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About the Programme Academic Staff Program Qualifications Lessons Matrix of Course & Program Qualifications Turkish Qualifications Framework (TQF) TQF & Program Qualifications
  1. Graduate School
  2. Department of Business Administration
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  4. MBA in Marketing
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  6. Main Approaches to Marketing Science
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Last Updated: 30/09/2026

Code - Course Title Course Type Laboratory + Practice ECTS
PZL548 - Main Approaches to Marketing Science II. SEMESTER 3 +0 6.0
Language of Instruction Türkçe
Course Type Required Courses
Course Instructor(s) PROF. DR. BAYRAM ZAFER ERDOĞAN
Mode of Delivery The mode of delivery of this course is Face to face
Place of Delivery
Used Educational Platforms
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recomended There is no recommended optional programme component for this course.
Recommended Resources 1-Defining Marketing - (Mithat Üner)2-Domain of Marketing (Michael J. Baker)3-Marketing: Convict or Savior of Global Crises - (B.Zafer Erdoğan)4-A Generic Concept of Marketing (Philip Kotler) 5-Marketing as Exchange (Richard P. Bogazzi) 6-Evolution of the Marketing Concept (Michael J. Baker) 7-How Modern is Modern Marketing? Marketing’s Evolution and the Myth of the “Production Era” (Ronald A. Fullerton) 8-Symbols for Sale (Sidney J. Levy) 9-Symbols of Substance, Source and Sorcery (Sidney J. Levy) 10-Social Class and Consumer Behavior (Sidney J. Levy)11- Nufüs Yapısı ve Sosyo-Ekonomik Statü Grupları (B.Zafer Erdoğan)12- Hane Halkı ve Aile Yaşam Döngüsü (AYD) Ölçekleri ile İçecek Tüketimi Harcamalarının Analizi (Şuayip Özdemir ve Celalettin Vatandaş)13-From Marketing Mix to Relationship Marketing Marketing: Towards a Paradigm Shift in Marketing (Christian Grönroos)14-Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach (Evert Gummesson)15- İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları (Can Erkin Armutlu)16-Relationship Marketing Defined? An Examination of Current Relationship Marketing Definition (Michael John Harker) 17-Exit Services Marketing-Enter Service Marketing (Evert Gummesson) 18-Consumer Equity in Relationship Marketing (Isabelle Szmigin) 19-Is Relationship Marketing for Everyone? (Oliver Yau) 20-Relationship Marketing as an Ethical Approach: Philosophical and Managerial Considerations (Stella Kavalli, vd.)21-Bir İlişkisel Pazarlama Aracı Olarak Sanal Topluluklar (B. Zafer Erdoğan ve Tolga Torun) 22-İlişkisel Pazarlamada Bilgi Teknolojilerinin Kullanılması ve Bağlamsal Pazarlama Stratejisi (Hicran Özgüner Kılıç ve B. Zafer Erdoğan)23-Marketing Myopia (Theodore Levitt)24-Facts and Fallacy in Retention Marketing (Robert East)
Work Placement N/A
Aims of the Course

Weeks Learning Outcomes Topics Teaching Methods
Week - 1 Intro-to-Class and Being Social Scientist
Week - 2 1-Defining Marketing, 2-Domain of Marketing, 3-Marketing: Convict or Savior of Global Crises,
Week - 3 4-A Generic Concept of Marketing, 5-Marketing as Exchange
Week - 4 6-Evolution of the Marketing Concept , 7-How Modern is Modern Marketing? Marketing’s Evolution and the Myth of the “Production Era”
Week - 5 8-Symbols for Sale, 9-Symbols of Substance, Source and Sorcery
Week - 6 10-Social Class and Consumer Behavior , 11- Demographics and Socio-Economic Status Groups
Week - 7 Midterms
Week - 8 13-From Marketing Mix to Relationship Marketing Marketing: Towards a Paradigm Shift in Marketing 14-Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach 15- Foundations of Relationship Marketing: Interaction and Network Approaches
Week - 9 16-Relationship Marketing Defined? An Examination of Current Relationship Marketing Definition , 17-Exit Services Marketing-Enter Service Marketing
Week - 10 18-Consumer Equity in Relationship Marketing ), 19-Is Relationship Marketing for Everyone? , 20-Relationship Marketing as an Ethical Approach: Philosophical and Managerial Considerations
Week - 11 21-Social Networks as A Tool for Relationship Marketing , 22-Using Information Technology in Relationship Marketing and Contextual Marketing
Week - 12 23-Marketing Myopia , 24-Facts and Fallacy in Retention Marketing
Week - 13 Overal Review of the Semester
Week - 14 Final Exams

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