GRADUATE SCHOOL
Logistics Management (With Thesis)
BA 564 | Course Introduction and Application Information
| Course Name |
Marketing Research
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
BA 564
|
Fall/Spring
|
3
|
0
|
3
|
7.5
|
| Prerequisites |
None
|
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| Course Language |
English
|
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| Course Type |
Elective
|
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| Course Level |
Second Cycle
|
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| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | Dersin amacı öğrencilerin pazarlama yönetimi ve karar verme sürecinin etkin olabilmesi için pazarlama araştırmalarını gerçekleştirebilecek yetkinliğe ulaşmalarını sağlamaktır. Bu amaca erişebilmek için pazarlama araştırmalarının temel kavramlarını, yöntemlerini ve pazarlama yönetimi esnasında yaşanılacak sorunların bilgi yardımla nasıl çözüleceği öğrencilere aktarılacaktır.The general objective of this course is to develop the ability to conduct marketing research and provide information for marketing decision making. The broad course objectives are to help students understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | Bu ders pazarlama araştırmalarına genel ve uygulamalı bir yaklaşımı hayata geçirmektedir. Öğrencilerin pazarlama araştırmalarının çalışma hayatındaki uygulamalarına aşinalık kazanarak kendi niş sahalarında da benzer uygulamaları gerçekleştirmeleri hadeflenmektedir.This course provides a broad overview of marketing research from a practical and applied perspective. Students will learn the basics of research and how to conduct a research project. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Dersin Tanıtılması Ve Pazarlama Araştırmalarının Karar Mekanizmaları İçindeki Rolü/Introduction To The Course AndRole Of Marketing Research İn Management Decision Making | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 1 |
| 2 | Pazarlama Araştırmaları Etiği Ve Araştırma Firmalarının Değerlendirlmesi/Marketing Research Ethics And Evaluating Agencies | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 1 con’t |
| 3 | Araştırma Sorunun Tanımlanması, Araştırma Süreci Ve Brief Hazırlanması/Problem Definition, Research Process And Brief Writing | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 2 Mc Givern, Y. The Prectice of Market and Social Reasearch, 2006 |
| 4 | Keşifsel Çalışmalar Ve Kalitatif Teknikler/Exploratory Research And Qualitatve Techniques | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 2 con’t and chapter 4 |
| 5 | Tüketici İçgörüsü Gelişme/Consumer Insight Generation | |
| 6 | Gözlem /Obervational Research | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 6 |
| 7 | Deneysel Araştırmalar/Experimental Research | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 7 |
| 8 | İkincil Veri Kaynakları/Secondary Data | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 3 |
| 9 | Birincil Veri Toplanması/Primary Data Collection | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 5 |
| 10 | Soru formunun oluşturulması/Questionnaire Design | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 8 and9 |
| 11 | Örnekleme/Sampling | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) Chapter 10 and 11 |
| 12 | Ortak kullanılan Veri Kaynakları/ Perakende ÖlçümleriSyndicated Data/Retail Measurement | Farris, P.W., Bendle N.T., Pfeifer, P.E. and Reibstein, D.J, (2008) Marketing Metrics 50+ Metrics Every Executive Should Master, , 2008 |
| 13 | Hane Tüketim Paneli/Household Panel | |
| 14 | Medya Paneli/Media Panel | |
| 15 | Tekrar ve Proje Sunumları/Review and Project Presentations | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | McDaniels and Gates(2008) Marketing Research Essentials(6th ed.) |
| Suggested Readings/Materials |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
15
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project |
3
|
60
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
25
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
80
|
|
| Weighting of End-of-Semester Activities on the Final Grade |
20
|
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
3
|
42
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
0
|
||
| Presentation / Jury |
0
|
||
| Project |
3
|
40
|
120
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
15
|
15
|
| Final Exam |
0
|
||
| Total |
225
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | Being able to contribute to the institution the participant works for and the logistics sector by the use of the knowledge and abilities gained during the education period; and manage change in the institution and the sector |
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| 2 | Reaching a competency about contemporary business and technology applications in the area of logistics and supply chain management and analysis and strategy development methods |
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| 3 | Being able to create opportunities by combining supply chain management with information technologies and innovative processes by the use of the interdisciplinary courses the participants take |
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| 4 | Having the ability to develop creative solutions by working on global logistics and supply chain subjects and realizing these by the use of their project management knowledge |
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| 5 | Having the knowledge, abilities and capabilities required for effective logistics and supply chain management by the use of a problem and case analysis based learning |
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| 6 | Being able to examine logistics and supply chain processes with the management science viewpoint, analyze related concepts and ideas by scientific methods |
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| 7 | If continuing to work in the academia, having the necessary information on logistics applications; if continuing to work in the sector, having the necessary knowledge on conceptual subjects |
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| 8 | Being able to specify appropriate research questions about his/her research area, conduct an effective research with the use of necessary methods and apply the research outcomes in the sector or the academia |
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| 9 | Being able to follow the changes and developments in the sector the participant works in, in order to keep his/her personal and professional competence updated and develop himself/herself when necessary |
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| 10 | Be experts in the fields of logistics and supply chain with the help of the sector-focused education they receive |
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| 11 | Have the necessary capabilities to pursue doctoral studies in national and foreign institutions. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest