Know why strategic marketing planning is important.
Know how to make SWOT analysis.
Know strategies of product, price, promotion and place.
Able to develop plans for marketing strategies.
Know portfolio analysis.
Mode of Delivery
Face to face
Prerequisites
No
Recommended Optional Programme Components
MKTZ 510
Course Description
In this course; developing marketing strategies, examining the strengths of different strategies will be discussed. Hereby, developing the viewpoint of marketing managers will be aimed.
Course Contents
WEEK
TOPICS
1st Week
Week Planning and strategy & Historical development of strategy
2nd Week
Strategic marketing, corporate appraisal
3rd Week
Considering competitors, focusing on the customer
4th Week
Scanning the environment
5th Week
Determining the strenghts and weaknesses of the firm
6th Week
Determining marketing objectives and goals
7th Week
Strategy selection
8th Week
Mid-term examination
9th Week
Organizational structure, strategic tools
10th Week
Market strategies
11th Week
Product strategies
12th Week
Pricing strategies
13th Week
Distribution strategies
14th Week
Promotion strategies
15th Week
General Review
Recommended or Required Reading
Jain, Subhash C. (2004). Marketing Planning and Strategy. 7. Edition, South-Western College Publishing.
Planned Learning Activities and Teaching Methods
Lecture
Discussion
Assessment Methods and Criteria
Quantity
Percentage (%)
Mid-term
1
20
Project
1
20
Presentation of Article
1
20
Total(%)
60
Contribution of In-term Studies to Overall Grade(%)
60
Contribution of Final Examination to Overall Grade(%)
