| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Know the difficulties and opportunities that a marketing manager faces
- Know the steps of strategic planning process
- Implement, evaluate and control the steps of marketing planning process
- Know the conditions of maintaining and sustaining long-term customer relationship.
- Know product, price, distribution and promotion strategies
- Implement to the problems of marketing planning and devise solutions using learning during course experience
- Are equipped with up-to-date conceptual and applied knowledge of marketing planning
- Know developing strategic focus and competitive advantage
- Evaluate the threats and opportunities about the organization environment
- Defines a problem, devise solutions, implement results and present them
- Are knowledgeable and enough aware about environmental protection and job security
- Writes and speaks fluently in English
- Are ethically aware and socially responsible
- Can conduct interdiciplinary team work
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | MAN536 International Marketing or MAN 538 Marketing Research |
|---|
| Course Description | Based on the company's strategic planning, strategic work units are determined. New work units are planned. After implementing environmental analysis, methods of strategy development are emphasized. By taking into consideration the marketing processes, development of marketing strategies, planning of the marketing programs, product planning and the similar topics are discussed. By deciding on how to implement competitor and client analysis and forecasting market opportunities, market analysis and strategies are combined. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introduction to the course and strategic marketing planning |
|
2nd Week |
Environmental analysis: External, internal and customer environment |
|
3rd Week |
SWOT analysis |
|
4th Week |
Developing Marketing Objectives and Goals |
|
5th Week |
Market Segmentation and Target Market Selection |
|
6th Week |
Formulation of Marketing Strategies |
|
7th Week |
Formulation of Marketing Strategies (Product Strategies) |
|
8th Week |
Mid-term examination |
|
9th Week |
Formulation of Marketing Strategies (Price strategies) |
|
10th Week |
Formulation of Marketing Strategies (Distribution Strategies) |
|
11th Week |
Formulation of Marketing Strategies (Promotion strategies) |
|
12th Week |
Implementation of the Marketing Plan and Control |
|
13th Week |
Budgeting, Control, ethical Considerations |
|
14th Week |
Project presentation |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Ferrell, O.C. ; M. D. Hartline (2011). Marketing Strategy, South Western Publishing |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Project |
1 |
15 |
| Total(%) |
|
55 |
| Contribution of In-term Studies to Overall Grade(%) |
|
55 |
| Contribution of Final Examination to Overall Grade(%) |
|
45 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
3 |
3 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
1 |
100 |
100 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
95 |
95 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
3 |
3 |
| Homework |
|
|
|
| Project |
1 |
40 |
40 |
| Total Work Load | 325 |
| Total Work Load / 30 (h) | 10.83 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
