Information Package
baskent.edu.tr

Program of Business Administration (English)

BUS232

MARKETING STRATEGIES

Course Code
BUS232
Semester
Fourth Term (Spring)
Theory+Practice
3 + 0
ECTS
5
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study2
SemesterFourth Term (Spring)
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Know why strategic marketing planning is important.
  2. Know how to make SWOT analysis.
  3. Know strategies of product, price, promotion and place.
  4. Develop plans for marketing strategies.
  5. Know portfolio analysis.
Mode of DeliveryFace to face
PrerequisitesYes(BUS231)
Recommended Optional Programme ComponentsNo
Course DescriptionThe main topics of the course are the establishment and application of marketing strategy. Evaluation of market opportunities and boundaries, development of marketing objectives, development, and application of marketing strategy and marketing plans are analyzed. Students who miss more than 30% of total class hours receive an F2 grade.
Course Contents
WEEK TOPICS
1st Week Introduction
2nd Week Marketing and Concept of Planning Strategy
3rd Week Strategic Marketing
4th Week Corporate Appraisal
5th Week Understanding Competition,Focusing on the Customer
6th Week Scanning the Environment
7th Week Midterm
8th Week Measuring Strengths and Weaknesses,Developing Marketing Objectives and Goals,Strategy Selection
9th Week Portfolio Analysis,Organizational Structure,Strategic Tools
10th Week Market Strategies
11th Week Product Strategies,Pricing Strategies
12th Week Distribution Strategies,Promotion Strategies
13th Week Global Market Strategies, General Review
14th Week Project Presentations and Report Submission
Recommended or Required ReadingSubhash C. Jain, Marketing: Planning & Strategy, Thomson Custom Publishing.
Planned Learning Activities and Teaching Methods
  • Questions/Answers
  • Discussion
  • Lecture
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 30
Project 1 20
Presentation of Case Study 5 10
Total(%) 60
Contribution of In-term Studies to Overall Grade(%) 60
Contribution of Final Examination to Overall Grade(%) 40
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1.5 1.5
Preparation for Quiz
Individual or group work 1 20 20
Preparation for Final exam 1 35 35
Course hours 14 3 42
Preparation for Midterm exam 1 35 35
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework
Project 1 20 20
Case Study Presentation 5 1 5
Total Work Load160
Total Work Load / 30 (h)5.33
ECTS Credit of the Course5
Language of InstructionEnglish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5
K1 X X X X
K2 X
K3 X X
K4
K5
K6 X
K7
K8
K9
K10
K11
K12
K13