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Pazarlama Kavramlarinin Uygulanmasinda Bilgisayar Tabanli Simulasyon Kullanimina Yonelik Bir Arastirma

Author

Listed:
  • Taylan TUTKUNCA

    (Ogretim Gorevlisi, Cag Universitesi, Meslek Yuksekokulu, Dis Ticaret Bolumu, taylan@cag.edu.tr., https://orcid.org/0000-0002-8724-7393)

  • Murat GULMEZ

    (Dr. Ogr. Uyesi, Cag Universitesi, IIBF, Uluslararasi Ticaret ve Lojistik Bolumu, mgulmez@gmail.com., https://orcid.org/0000-0003-2584-785X)

Abstract

Teknolojik gelismeler isiginda pazarlama ile ilgili egitimlerde ogrenilen teorik bilgilerin uygulanmasinda simulasyonlardan faydalanilabilecegi dusunulmektedir. Simulasyonlarin uygulama konusunda etkinligi uzerinde yapilmis bircok calisma bulunmaktadir. Yapilan calismada, pazarlama ile ilgili konularin uygulanmasinda bilgisayar tabanli simulasyon kullanimi ile elde edilebilecek faydalar gozden gecirilmektedir. Pazarlama kavramlarinin uygulanmasina yonelik simulasyon kullanimindan elde edilen bulgular, gozlemler ve oneriler ile calismanin tamamlanmasi hedeflenmektedir. Arastirma kapsaminda “Cagdas Pazarlama Sorunlari” icerisinde simulasyon ile uygulama yapilmasi icin 30 kisi ile calisma grubu olusturulmustur. Yapilan uygulama sonrasi simulasyon deneyimi ile ilgili yuz yuze gorusmeler yapilmistir. Ayrica simulasyon icerisinde yasanilan surecler ve kavramlara yonelik olarak ogrencilerden rapor olusturmalari istenilmistir. Raporlar icerisinde uygulanan sureclere ve kullanilan kavramlara yonelik baglantilar Nicel Icerik Analizi ile incelenmistir. Yapilan analizde Iliskisel Yaklasim Yontemi ve Makine Ogrenmesi kullanilmistir. Arastirma sonucunda simulasyon yazilimlari ile pazarlama konularina yonelik, Rekabet Stratejileri, Pazarlama Karmasi, Urun Stratejileri, Fiyatlama, Reklam, Satis ve Pazar Analizi gibi konularin detayli sekilde uygulanabildigi, ogrencilerin simulasyon icerisindeki surecler ile gercek hayatta olabilecek surecler arasinda baglanti kurabildigi, simulasyonlarin pazarlama konularinin uygulanmasinda, risksiz deneyimsel bir ortam sagladigi sonucu elde edilmistir.

Suggested Citation

  • Taylan TUTKUNCA & Murat GULMEZ, 2020. "Pazarlama Kavramlarinin Uygulanmasinda Bilgisayar Tabanli Simulasyon Kullanimina Yonelik Bir Arastirma," Isletme ve Iktisat Calismalari Dergisi, Econjournals, vol. 8(2), pages 1-10.
    • Handle: RePEc:eco:journ4:2020-02-1
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    More about this item

    Keywords

    Simulasyon; Pazarlama; Isletme Simulasyonu; Pazarlama Egitimi;
    All these keywords.

    JEL classification:

    • I20 - Health, Education, and Welfare - - Education - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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