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Türk Pazarlama Akademisine İlişkin Boylamsal Bir Çalışma: On Yılda Ne Değişti, Ne Değişmedi?

Year 2020, Volume: 10 Issue: 3, 301 - 311, 27.11.2020
https://doi.org/10.2399/yod.19.535995

Abstract

Bu çalışmada Türk pazarlama akademisine yönelik on yıl ara ile yapılmış iki çalışmanın bulguları boylamsal bir yaklaşımla karşılaştırılmıştır. Bu yaklaşımla Erdogan ve Uzkurt'un (2007) çalışması 2016 yılında tekrarlanmış ve pazarlama akademisinin mevcut durumu ve problemlerine ilişkin çıkarımlarda bulunulmuştur. Her iki araştırmada da veriler Türk pazarlama akademisyenlerinden çevrimiçi ortamda ve kongre/sempozyumlarda bırak-topla şeklinde ulaştırılan anketlerle toplanmıştır. 2007 yılındaki 108 katılımcıya karşılık, 2016 yılında her unvandan akademisyenin yer aldığı 132 katılımcıya ulaşılmıştır. Araştırma bulguları Türk pazarlama akademisinde yaşanan sorunların on yıllık süre zarfında fazlaca değişmediğini gösterirken yayın performansının ise arttığını ortaya koymaktadır. Araştırma ve öğretim ilgi alanlarının tüketici davranışı, pazarlama araştırması ve pazarlama stratejisi alanlarında yoğunlaştığı görülmektedir. Öte yandan bu ilgi alanları, küresel trendler ve kariyerde ilerleme koşullarına bağlı olarak değişebilmektedir. Alanın yaşadığı sorunlara ilişkin bulgular ise pazarlama eğitimi açısından önemli çıkarımlar sunmaktadır. Nitekim pazarlama teorisi ve uygulama arasındaki boşluğun devam ettiği düşünülmektedir. Eğitime yönelik vurgulanan temel sorun ise Türkiye'de öğrenci kalitesinin yıldan yıla düştüğü yönündedir.

References

  • Alon, I., & Lu, Le (2004). The state of marketing and business education in China. Marketing Education Review, 14(1), 1–10.
  • Baker, M. J., & Erdogan, B. Z. (2000). Who we are and what we do? Journal of Marketing Management, 16(7), 679–696.
  • Bozyiğit, S., & Yaşa, E. (2012). Araştırmacıların pazarlama alanına bilimsel katkıları: Pazarlama konusunda yapılan lisansüstü tezlere ilişkin bir araştırma. In 17. Ulusal Pazarlama Kongresi Kitapçığı (pp. 55–74). Burhaniye, Balıkesir: Balıkesir Üniversitesi.
  • Caruana, E. J., Roman, M., Hernández-Sánchez, J., & Solli, P. (2015). Longitudinal studies. Journal of Thoracic Disease, 7(11), 537–540.
  • Clarke, I., & Flaherty, T. B. (2003). Challenges and solutions for marketing educators teaching in newly emerging markets. Journal of Marketing Education, 25(2), 118–129.
  • Çatı, K., & Öcel, Y. (2018). Türkiye’de pazarlama ile ilgili yayınlanan makalelerin bibliyometrik incelenmesi. Journal of Business Research - Turk, 10(3), 508–519.
  • Denktaş Şakar, G., & Cerit, G. (2013). Uluslararası alan indekslerinde Türkiye pazarlama yazını: Bibliyometrik analizler ve nitel bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(4), 37–62.
  • Diamantopoulos, A., Schlegelmilch, B. B., & Neate-Stidson, S. (1992). Who we are and what we do: A profile of marketing academics in UK universities. Journal of Marketing Management, 8, 5–20.
  • Erdogan, B. Z., & Islek, M. S. (2013). Pazarlamaya farklı yaklaşımlar ve kültürün bu yaklaşımlar üzerindeki rolü: Anglo-Sakson, Alp-Germen ve Anadolu yaklaşımları karşılaştırılması. Pazarlama ve Pazarlama Araştırmaları Dergisi, 6(12), 117–138.
  • Erdogan, B. Z., & Uzkurt, C. (2007). Türkiye pazarlama akademisi: Biz kimiz, ne yapıyoruz? In 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı (pp. 37–55). Sakarya: Sakarya Üniversitesi.
  • Eser, Z., & Birkan, I. (2005). Marketing education in Turkey. Journal of Teaching in International Business, 16(2), 75–101.
  • Ferrell, O. C. (1995). Improving marketing education in the 1990s: A faculty retrospective and perspective view. Marketing Education Review, 5(3), 1–6.
  • Gürbüz, C., & Çetinkaya Bozkurt, Ö. (2018). Pazarlama ve Pazarlama Araştırmaları Dergisi’nin bibliyometrik analizi. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(3), 1–23.
  • Hair, J. F. Jr. (1990). Improving marketing education in the 1990s: A chairperson’s perspective. Marketing Education Review, 1(1), 23–29.
  • Hetzel, P. L. (2000). Where are we going? Perceptions of French marketing academics. Journal of Marketing Management, 16(7), 697–716.
  • Kurtuluş, K., & Kurtuluş, S. (2010). Recent trends in marketing research in Turkey. In N. Callaos, D. Fonseca, M. Hoimqvist, F. Malpica, D. McEachron, A. Oropeza, A. Tremante, & F. Welsch (Eds.), Proceedings of The 6th International Conference on Social and Organizational Informatics and Cybernetics, June 29 – July 2, 2010, Orlando, FL, USA. Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Kurtuluş, K., Kurtuluş, S., & Bozbay, Z. (2009). Research methodology in marketing publications: review and evaluation. In N. Callaos, J. V. Carresquero, F. Malpica, A. Oropeza, B. Tait, A. Tremante, & F. Welsch (Eds.), Proceedings of The 5th International Conference on Social and Organizational Informatics and Cybernetics, July 10–13, 2009, Orlando, FL, USA (Vol. 1, pp. 125–128). Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Kurtuluş, S., Kurtuluş, K., & Öztürk, S. (2012). Research methodology in marketing publications in Turkey: Review and evaluation. In N. Callaos, J. V. Carresquero, A. Oropeza, A. Tremante, & F. Welsch (Eds.), Proceedings of The 6th International Multi-Conference on Society, Cybernetics and Informatics (IMSCI 2012), July 17–20, 2012, Orlando, FL, USA (pp. 212–216). Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Kurtuluş, S., Kurtuluş, K., & Öztürk, S. (2013). Recent trends and prospects of marketing publications In Turkey. In N. Callaos, J. V. Carresquero, A. Oropeza, A. Tremante, & F. Welsch (Eds.), Proceedings of The 7th International Multi-Conference on Society, Cybernetics and Informatics (IMSCI 2013), July 9–12, 2013, Orlando, FL, USA (pp. 44–48). Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Lazer, W. (1991). Globalizing marketing education. Marketing Education Review, 1(2), 8–23.
  • Lohman, L., Austin, E., Borgen, B., & Salo Wolff, S. (2015). Business perspectives on faculty internships: Not just for students anymore. Journal for Advancement of Marketing Education, 23(2), 23–33.
  • Mankelow, G., & Polonsky, M. J. (2002). Marketing academics in Australasia: Who we are, what we do, and where are we going? Marketing Education Review, 12(1), 87–96.
  • Mason, J. B. (1990). Improving marketing education in the 1990s: A dean’s perspective. Marketing Education Review, 1(1), 10–22.
  • McNeish, J., Foster, M., Francescucci, A., & West, B. (2012). The surprising foil to online education: Why students won’t give up paper textbooks. Journal for Advancement of Marketing Education, 20(3), 58–69.
  • Mucan, B., & Yasa Ozelturkay, E. (2016). Yüksek lisans düzeyinde verilen pazarlama eğitimi: Ders planlarının incelenmesi. In Babacan (Ed.), Türkiye’de pazarlama biliminin akademik tarihi (pp. 96–109). İstanbul: Beta.
  • Nemetz, P., Aiken, K. D., Cooney, V., & Pascal, V. (2012). Should faculty use social networks to engage with students? Journal for Advancement of Marketing Education, 20(3), 19–28.
  • Oluc, M. (1970). Pazarlama ilkeleri ve Türkiye’de uygulamaları. İstanbul: İstanbul Üniversitesi Yayınları.
  • Özkan Tektaş, Ö., Eryiğit, C., Başgöze, P., & Gültekin, B. (2014). Ulusal Pazarlama Kongrelerinde sunulan bildirilerin kategorik olarak incelenmesi. 19. Ulusal Pazarlama Kongresi bildiri kitabı, 18-22 Haziran 2014, Gaziantep (pp. 110–130). Gaziantep: Gaziantep Üniversitesi.
  • Peterson, R. T. (1991). Marketing education in Yugoslav universities. Marketing Education Review, 1(2), 77–81.
  • Polonsky, M. J, & Mankelow, G. (2000). Where are we going? Perceptions of US marketing academics. Journal of Marketing Management, 16(7), 717–743.
  • Rapert, M. I., Kurtz, D. L., & Smith, S. (2002). Beyond the core triad: Just what do marketing academics do outside of teaching, research, and service? Journal of Marketing Education, 24(2),161–167.
  • Rinaldo, S. B., Laverie, D. A., Tapp, S., & Humphrey, Jr., W. F. (2013). The benefits of social media in marketing education: Evaluating Twitter as a form of cognitive flexibility hypertext. Journal for Advancement of Marketing Education, 21(1), 16–26.
  • Rindfleisch, A., Malter, A. J., Ganesan, S., & Moorman, C. (2008). Cross-sectional versus longitudinal survey research: Concepts, findings, and guidelines. Journal of Marketing Research, 45(3), 261–279.
  • Schmidt, S. L. (1991). Marketing alumni perspectives on the educational challenges for the 1990s. Marketing Education Review, 1(2), 24–33.
  • Sinkovics, R. R., & Schlegelmilch, B. B. (2000). Marketing academics in Austria, Germany and Switzerland: Humboldt’s ideals give way to performance pressure. Journal of Marketing Management, 16(7), 745–759.
  • Tuncer, D. (2016). Türkiye’de pazarlama eğitimi. In M. Babacan (Ed.), Türkiye’de pazarlama biliminin akademik tarihi (pp. 28–31). Istanbul: Beta Yayıncılık.
  • Üner, M. (2003). Pazarlama tanımı üzerine. Pİ: Pazarlama İletişim, 4(4), 44–57.
  • Üsdiken, B., & Çetin, D. (1999). Türkiye’de akademik dünyanın yönetme işine yaklaşımında 1950’li yıllarla birlikte ne değişti? Public Administration Journal, 32(4), 47–65.
  • YÖK (2019). Yükseköğretim akademik arama (academic search). Accessed through <https://akademik.yok.gov.tr/AkademikArama/> on November 1, 2019.
  • Yükseköğretim Bilgi Yönetim Sistemi (2019). Higher education information management system. Accessed through <https://istatistik.yok.gov.tr/> on November 1, 2019.

A Longitudinal Study of the Turkish Marketing Academia: What Has Changed and What Has Not in a Decade?

Year 2020, Volume: 10 Issue: 3, 301 - 311, 27.11.2020
https://doi.org/10.2399/yod.19.535995

Abstract

This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt's study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same questionnaire was used for both surveys carried out. The data collection procedure included both an online survey and a drop-and-collect survey, with the participation of faculty members with all types of academic titles working in the Turkish marketing academia. 108 and 132 usable questionnaires were collected in 2007 and 2016, respectively. The research findings indicate that the problems experienced have remained fairly similar in almost all dimensions, while the publication performance has increased during this period. The findings about research and teaching interests indicate that marketing academics primarily concentrate on such fields as consumer behavior, marketing research and marketing strategy. The teaching and research interests have also differed depending on global trends and changes in tenure standards in the Turkish marketing academia. Another key finding regarding the issues of the field, with vital implications for marketing education, is the perceived gap between marketing theory and practice. The fundamental issue related to education is cited as the decreasing student proficiency in Turkey.

References

  • Alon, I., & Lu, Le (2004). The state of marketing and business education in China. Marketing Education Review, 14(1), 1–10.
  • Baker, M. J., & Erdogan, B. Z. (2000). Who we are and what we do? Journal of Marketing Management, 16(7), 679–696.
  • Bozyiğit, S., & Yaşa, E. (2012). Araştırmacıların pazarlama alanına bilimsel katkıları: Pazarlama konusunda yapılan lisansüstü tezlere ilişkin bir araştırma. In 17. Ulusal Pazarlama Kongresi Kitapçığı (pp. 55–74). Burhaniye, Balıkesir: Balıkesir Üniversitesi.
  • Caruana, E. J., Roman, M., Hernández-Sánchez, J., & Solli, P. (2015). Longitudinal studies. Journal of Thoracic Disease, 7(11), 537–540.
  • Clarke, I., & Flaherty, T. B. (2003). Challenges and solutions for marketing educators teaching in newly emerging markets. Journal of Marketing Education, 25(2), 118–129.
  • Çatı, K., & Öcel, Y. (2018). Türkiye’de pazarlama ile ilgili yayınlanan makalelerin bibliyometrik incelenmesi. Journal of Business Research - Turk, 10(3), 508–519.
  • Denktaş Şakar, G., & Cerit, G. (2013). Uluslararası alan indekslerinde Türkiye pazarlama yazını: Bibliyometrik analizler ve nitel bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(4), 37–62.
  • Diamantopoulos, A., Schlegelmilch, B. B., & Neate-Stidson, S. (1992). Who we are and what we do: A profile of marketing academics in UK universities. Journal of Marketing Management, 8, 5–20.
  • Erdogan, B. Z., & Islek, M. S. (2013). Pazarlamaya farklı yaklaşımlar ve kültürün bu yaklaşımlar üzerindeki rolü: Anglo-Sakson, Alp-Germen ve Anadolu yaklaşımları karşılaştırılması. Pazarlama ve Pazarlama Araştırmaları Dergisi, 6(12), 117–138.
  • Erdogan, B. Z., & Uzkurt, C. (2007). Türkiye pazarlama akademisi: Biz kimiz, ne yapıyoruz? In 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı (pp. 37–55). Sakarya: Sakarya Üniversitesi.
  • Eser, Z., & Birkan, I. (2005). Marketing education in Turkey. Journal of Teaching in International Business, 16(2), 75–101.
  • Ferrell, O. C. (1995). Improving marketing education in the 1990s: A faculty retrospective and perspective view. Marketing Education Review, 5(3), 1–6.
  • Gürbüz, C., & Çetinkaya Bozkurt, Ö. (2018). Pazarlama ve Pazarlama Araştırmaları Dergisi’nin bibliyometrik analizi. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(3), 1–23.
  • Hair, J. F. Jr. (1990). Improving marketing education in the 1990s: A chairperson’s perspective. Marketing Education Review, 1(1), 23–29.
  • Hetzel, P. L. (2000). Where are we going? Perceptions of French marketing academics. Journal of Marketing Management, 16(7), 697–716.
  • Kurtuluş, K., & Kurtuluş, S. (2010). Recent trends in marketing research in Turkey. In N. Callaos, D. Fonseca, M. Hoimqvist, F. Malpica, D. McEachron, A. Oropeza, A. Tremante, & F. Welsch (Eds.), Proceedings of The 6th International Conference on Social and Organizational Informatics and Cybernetics, June 29 – July 2, 2010, Orlando, FL, USA. Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Kurtuluş, K., Kurtuluş, S., & Bozbay, Z. (2009). Research methodology in marketing publications: review and evaluation. In N. Callaos, J. V. Carresquero, F. Malpica, A. Oropeza, B. Tait, A. Tremante, & F. Welsch (Eds.), Proceedings of The 5th International Conference on Social and Organizational Informatics and Cybernetics, July 10–13, 2009, Orlando, FL, USA (Vol. 1, pp. 125–128). Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Kurtuluş, S., Kurtuluş, K., & Öztürk, S. (2012). Research methodology in marketing publications in Turkey: Review and evaluation. In N. Callaos, J. V. Carresquero, A. Oropeza, A. Tremante, & F. Welsch (Eds.), Proceedings of The 6th International Multi-Conference on Society, Cybernetics and Informatics (IMSCI 2012), July 17–20, 2012, Orlando, FL, USA (pp. 212–216). Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Kurtuluş, S., Kurtuluş, K., & Öztürk, S. (2013). Recent trends and prospects of marketing publications In Turkey. In N. Callaos, J. V. Carresquero, A. Oropeza, A. Tremante, & F. Welsch (Eds.), Proceedings of The 7th International Multi-Conference on Society, Cybernetics and Informatics (IMSCI 2013), July 9–12, 2013, Orlando, FL, USA (pp. 44–48). Orlando, FL: International Institute of Informatics and Systemics (IIIS).
  • Lazer, W. (1991). Globalizing marketing education. Marketing Education Review, 1(2), 8–23.
  • Lohman, L., Austin, E., Borgen, B., & Salo Wolff, S. (2015). Business perspectives on faculty internships: Not just for students anymore. Journal for Advancement of Marketing Education, 23(2), 23–33.
  • Mankelow, G., & Polonsky, M. J. (2002). Marketing academics in Australasia: Who we are, what we do, and where are we going? Marketing Education Review, 12(1), 87–96.
  • Mason, J. B. (1990). Improving marketing education in the 1990s: A dean’s perspective. Marketing Education Review, 1(1), 10–22.
  • McNeish, J., Foster, M., Francescucci, A., & West, B. (2012). The surprising foil to online education: Why students won’t give up paper textbooks. Journal for Advancement of Marketing Education, 20(3), 58–69.
  • Mucan, B., & Yasa Ozelturkay, E. (2016). Yüksek lisans düzeyinde verilen pazarlama eğitimi: Ders planlarının incelenmesi. In Babacan (Ed.), Türkiye’de pazarlama biliminin akademik tarihi (pp. 96–109). İstanbul: Beta.
  • Nemetz, P., Aiken, K. D., Cooney, V., & Pascal, V. (2012). Should faculty use social networks to engage with students? Journal for Advancement of Marketing Education, 20(3), 19–28.
  • Oluc, M. (1970). Pazarlama ilkeleri ve Türkiye’de uygulamaları. İstanbul: İstanbul Üniversitesi Yayınları.
  • Özkan Tektaş, Ö., Eryiğit, C., Başgöze, P., & Gültekin, B. (2014). Ulusal Pazarlama Kongrelerinde sunulan bildirilerin kategorik olarak incelenmesi. 19. Ulusal Pazarlama Kongresi bildiri kitabı, 18-22 Haziran 2014, Gaziantep (pp. 110–130). Gaziantep: Gaziantep Üniversitesi.
  • Peterson, R. T. (1991). Marketing education in Yugoslav universities. Marketing Education Review, 1(2), 77–81.
  • Polonsky, M. J, & Mankelow, G. (2000). Where are we going? Perceptions of US marketing academics. Journal of Marketing Management, 16(7), 717–743.
  • Rapert, M. I., Kurtz, D. L., & Smith, S. (2002). Beyond the core triad: Just what do marketing academics do outside of teaching, research, and service? Journal of Marketing Education, 24(2),161–167.
  • Rinaldo, S. B., Laverie, D. A., Tapp, S., & Humphrey, Jr., W. F. (2013). The benefits of social media in marketing education: Evaluating Twitter as a form of cognitive flexibility hypertext. Journal for Advancement of Marketing Education, 21(1), 16–26.
  • Rindfleisch, A., Malter, A. J., Ganesan, S., & Moorman, C. (2008). Cross-sectional versus longitudinal survey research: Concepts, findings, and guidelines. Journal of Marketing Research, 45(3), 261–279.
  • Schmidt, S. L. (1991). Marketing alumni perspectives on the educational challenges for the 1990s. Marketing Education Review, 1(2), 24–33.
  • Sinkovics, R. R., & Schlegelmilch, B. B. (2000). Marketing academics in Austria, Germany and Switzerland: Humboldt’s ideals give way to performance pressure. Journal of Marketing Management, 16(7), 745–759.
  • Tuncer, D. (2016). Türkiye’de pazarlama eğitimi. In M. Babacan (Ed.), Türkiye’de pazarlama biliminin akademik tarihi (pp. 28–31). Istanbul: Beta Yayıncılık.
  • Üner, M. (2003). Pazarlama tanımı üzerine. Pİ: Pazarlama İletişim, 4(4), 44–57.
  • Üsdiken, B., & Çetin, D. (1999). Türkiye’de akademik dünyanın yönetme işine yaklaşımında 1950’li yıllarla birlikte ne değişti? Public Administration Journal, 32(4), 47–65.
  • YÖK (2019). Yükseköğretim akademik arama (academic search). Accessed through <https://akademik.yok.gov.tr/AkademikArama/> on November 1, 2019.
  • Yükseköğretim Bilgi Yönetim Sistemi (2019). Higher education information management system. Accessed through <https://istatistik.yok.gov.tr/> on November 1, 2019.
There are 40 citations in total.

Details

Primary Language English
Subjects Studies on Education
Journal Section Original Empirical Research
Authors

B. Zafer Erdoğan 0000-0002-2147-7356

Semra Doğan 0000-0002-6466-8734

M. Sami İşlek 0000-0001-9728-2961

Publication Date November 27, 2020
Published in Issue Year 2020 Volume: 10 Issue: 3

Cite

APA Erdoğan, B. Z., Doğan, S., & İşlek, M. S. (2020). A Longitudinal Study of the Turkish Marketing Academia: What Has Changed and What Has Not in a Decade?. Yükseköğretim Dergisi, 10(3), 301-311. https://doi.org/10.2399/yod.19.535995

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