MARKETING THEORY

Course Description

This course aims to develop students' knowledge of the main theories in marketing. The perspective used in this course is that marketing does not depend on a pure or single disciplinary base. The course overviews marketing as an applied social science or synthetic discipline in the original sense of the process or result of building up separate elements, especially ideas, into a connected whole or into a theory or system. This course explains that, if one wishes to be qualified to practice the profession of marketing, then one should know and understand the sources of the original ideas and theories on which it is founded. The course focuses on essential theories in marketing. The course has a theoretical approach rather than being descriptive or normative.

MARKETING THEORY

Evaluation Tools (Active Term)

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Course outcomes

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Course Syllabus

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Reference Books & Course Materials

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Learning Outcomes

1. L01 Describe, compare, and critically discuss central theories in marketing SOLO 5
2. L02 Demonstrate the ability to systematically apply relevant theories of marketing and use these to analyze empirical phenomena. SOLO 4
3. L03 Demonstrate the ability to reflect on and analyze the importance of marketing theory in society SOLO 4

Program Outcomes

1. P01 PO1 Become competent in searching and comprehending the relevant academic articles, interpreting the information learnt or obtained via various channels and absorbing exceptional knowledge in their field.
2. P02 PO2 Devoted themselves to be a qualified researcher and knowledge worker in their field all throughout their life and career.
3. P03 PO3 Demonstrated that they developed their individual capabilities through written projects, assignments and presentations that they will independently implement both in academia and work contexts.
4. P04 PO4 Gained key practical skills and knowledge which need to be implemented in their own research and business work environment.
5. P05 PO5 Been able to implement critical and analytical thinking and analyses into their studies, research and work.
6. P06 PO6 Become proficient in adopting the gained knowledge into practice and research in a critical, and analytical way.
7. P07 PO7 Become experts in using information technology tools for their studies, research and workplace in an ethical and safely environment by sharing and transferring their knowledge.
8. P08 PO8 Succeeded in working, researching and forming partnerships with their colleagues/team members in a global environment.
9. P09 PO9 Proved themselves capable of disseminating and sharing knowledge, sustainingly communicating with others, in any global workplace or research setting.
10. P10 PO10 Become capable of interpreting and transferring their qualified knowledge into practice and research.
11. P11 PO11 Dedicated themselves to applying advanced academic studies and enrolled themselves in work or non-work projects related to environmental approaches and ethical issues.

Po-Lo Matrix