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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS ISL 4021 MARKETING RESEARCH ELECTIVE 3 0 0 5

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ENGIN YÜCEL

Offered to

Business Administration Business Administration (Evening)

Course Objective

Making research with the purpose of composing the data required formanaging marketing activities and composing the required data for deciding about the marketing activities.

Learning Outcomes of the Course Unit

1   To be able to illustrate the principles of marketing research. 2   To be able to illustrate the methods which used for gathering the required information for the research. 3   To be able to explain data gathering, scaling, survey application topics in marketing research. 4   To be able to interpret the gathered data. 5   To be able to use the computer softwares in the process of marketing research.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 The concept and kinds of marketing research 2 Marketing research planning 3 Data sources, second-hand data 4 Sampling 5 Methods of gathering data 6 Survey 7 Measure and scaling 8 Scale development methods 9 Quantitative Methods in Marketing 10 Question forms, qualitative researches 11 Observation and experiment methods, quantitative data analysis 12 Qualitative data analysis 13 Valuation, report and presentation 14 Case studies

Recomended or Required Reading

Kemal Kurtuluş, Pazarlama Araştırmaları, Avcıol Basım Yayın Tony Procter, Pazarlama Araştırmasının Temelleri, Bilim Kitapevi

Planned Learning Activities and Teaching Methods

Power point supported lectures, argumentation, analysis of case study.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 STT TERM WORK (SEMESTER) 2 MTE MIDTERM EXAM 3 MTEG MIDTERM GRADE STT * 0.50 +MTE * 0.50 4 FIN FINAL EXAM 5 FCG FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60 6 RST RESIT 7 FCGR FINAL COURSE GRADE (RESIT) MTEG * 0.40 + RST * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

engin.ozgul@deu.edu.tr

Office Hours

Determined according to the course schedule

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 4 56 Preparation for midterm exam 1 18 18 Preparation for final exam 1 18 18 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 136

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 LO.1 1 LO.2 1 LO.3 1 LO.4 1 LO.5 1