Graduate Education Institute · Business Administration · Doctorate
ECTS: 7.5 T+P+L: 3+0+0 Departmental Elective
Coordinator: Prof. Dr. Özgür KÖKALAN
Course Objective
The aim of this course is to enrich the knowledge of doctoral level students in marketing and to investigate marketing from a postmodern point of view. Postmodern terms of postmodern thought in the field of marketing by considering the feasibility of traditional marketing approaches to revealing the weaknesses, postmodern consumption in marketing, postmodern culture, symbolic consumption, such as postmodern characteristics of marketing Course Content
In the context of this course, after the comparison of modernist and postmodernist perspectives, the reflections of postmodernist approach on marketing, consumption, social life, culture and marketing research are examined.Required Resources
Yavuz ODABAŞI, Postmodern Pazarlama, MediaCat, 2003. 2) Edin Güçlü SÖZER, Postmodern Pazarlama, 2007.
Recommended Resources
Stephen BROWN, Postmodern Marketing: Abutting beginners, 2) Mike FEATERSTONE, Postmodernizm ve Tüketim Kültürü, Ayrıntı Yayınları. 3) Bernard COVA, Community and Consumption: Towards a definition of the linking value of products and services European Journal of Marketing, Vol. 31,
Course Learning Outcomes
- To evaluate and criticize the postmodern perspective on marketing
- to make evaluations and suggestions about the future of postmodern marketing practices
- To evaluate marketing researches in the context of postmodern approach and reflect their reflections in terms of today's marketing researches
- To examine the reflections of postmodern lifestyle and make suggestions for marketing
- To examines the relationship between postmodernism and consumption and examines the role of marketing in postmodern consumer society
- To evaluate and distinguish postmodernism from modernism
Core Area Distribution
(22) Humanities%20 (34) Business and Administration%80
Teaching Methods
ExpressionQuestion-AnswerDiscussionGroup StudySelf study
Assessment & Evaluation
HomeworkTesting (Essay / Tests: True-Falls, multiple-choice, short answer, matching)
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 4 | 64 |
| Midterm | 1 | 20 | 20 |
| Quiz | 0 | 0 | 0 |
| Assignment | 1 | 25 | 25 |
| Practice | 0 | 0 | 0 |
| Final | 1 | 30 | 30 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Introduction to modern and post modern concepts | Introduction |
| 2 | Examining the features that differentiate postmodern conditions from modern | Chapter 2 |
| 3 | Differences in Postmodernism and its implications in terms of glare | Chapter 2 |
| 4 | Consumption and postmodern consumption culture | Chapter 3 |
| 5 | Fragmentation without market segmentation | Chapter 5 |
| 6 | Production and consumption displacement | Chapter 6 |
| 7 | Consumption and symbols in postmodern conditions | Chapter 8 |
| 8 | Midterm | Midterm |
| 9 | Applying postmodern features to marketing and marketing management | Chapter 9 |
| 10 | Characteristics of postmodern society | Chapter 12 |
| 11 | Symbolic consumption | Chapter 13 |
| 12 | Postmodern marketing paradigm | Chapter 13 |
| 13 | Postmodern research methods | Chapter 14 |
| 14 | Review of postmodern marketing practices | Chapter 14 |
| 15 | General rehearsal | Rehearsal |
| 16 | Final Exam | Final Exam |