MARKETING STRATEGY

MAN232

Course Code: MAN232
Semester: Fourth Term (Spring)
Theory+Practice: 3 + 0
ECTS: 5

Course Type

Compulsory Course

Course Level

Bachelor's Degree

Year of Study

Semester

Fourth Term (Spring)

ECTS

Name of Lecturer(s)

Professor Zeliha Eser

Learning Outcomes

At the end of this course, the students;

Know why strategic marketing planning is important.
Know how to make SWOT analysis.
Know strategies of product, price, promotion and place.
Develop plans for marketing strategies.
Know portfolio analysis.

Mode of Delivery

Face to face

Prerequisites

Yes(MAN231)

Recommended Optional Programme Components

None

Course Description

Main topics of the course are 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
1^st Week	Planning and Strategy Concepts
2^nd Week	Strategic Marketing
3^rd Week	Company Valuation
4^th Week	Understanding the Competition, Focusing on the Customer
5^th Week	Environmental Review
6^th Week	Measuring Strengths and Weaknesses, Developing Marketing Goals and Targets, Strategy Selection
7^th Week	Midterm
8^th Week	Portfolio Analysis, Organizational Structure, Strategic Tools
9^th Week	Market Strategies
10^th Week	Product Strategies, Pricing Strategies
11^th Week	Distribution Strategies
12^th Week	Promotion Strategies, Global Market Strategies
13^th Week	Project Presentation and Report Delivery
14^th Week	Project Presentation and Report Delivery

Recommended or Required Reading

Pazarlama: Kavramlar-İlkeler-Kararlar
Zeliha Eser, Sezer Korkmaz, Sevgi Ayşe Öztürk, 4. Baskı, Siyasal Kitabevi
Subhash Jain, Strategic Marketing Kitabının Türkçeleştirilmiş Ders Notları
Case Analysis
Industry Speakers

Planned Learning Activities and Teaching Methods

Lecture
Discussion
Project
Other
Presentation
Case Study

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	30
Project	1	30
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	2	2
Preparation for Quiz
Individual or group work	14	1	14
Preparation for Final exam	1	40	40
Course hours	14	3	42
Preparation for Midterm exam	1	30	30
Laboratory (including preparation)
Final exam	1	2	2
Homework
Project	1	20	20
Total Work Load			150
Total Work Load / 30 (h)			5
ECTS Credit of the Course			5

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

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