Information Package
baskent.edu.tr

Master's of Executive Mba without Thesis

EMBA503

STRATEGIC MARKETING

Course Code
EMBA503
Semester
First Term (Fall)
Theory+Practice
3 + 0
ECTS
10
Course TypeCompulsory Course
Course LevelMaster's Degree Without Thesis
Year of Study1
SemesterFirst Term (Fall)
ECTS10
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Learn to think in a marketing way.
  2. Know the product, price, place and promotion strategies.
  3. Know how to develop and implement marketing strategies.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme Components
Course DescriptionCompanies need a marketing plan to achieve corporate missions and to gain competitive advantage over potential rivals. Well defined positioning strategy is crucial for surviving turbulent and complex work environments. Firms have to craft unique marketing strategy in order to increase their market share and become a market leader. However, each stage of organizational growth requires different strategic movements. At the end of this lesson students will be able to design a distinctive market strategy and they will be able to adjust it to conform different market conditions. Techniques as situation analysis, market analysis and competition analysis will be taught within the scope of this lesson. In addition, attendees will learn contemporary strategic marketing concepts such as price flexibility, market segmentation, brand loyalty, chain of distribution, product positioning.
Course Contents
WEEK TOPICS
1st 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 ReadingJain, Subhash C. (2004). Marketing Planning and Strategy. 7. Edition, South-Western College Publishing.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Problem Solving
  • Case Study
  • Practice
  • Project
  • Presentation
  • Report Preparation
  • Questions/Answers
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 20
Project 1 15
Attendance 1 10
Presentation of Article 1 15
Presentation of Case Study 1 15
Total(%) 75
Contribution of In-term Studies to Overall Grade(%) 75
Contribution of Final Examination to Overall Grade(%) 25
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz
Individual or group work 1 31 31
Preparation for Final exam 1 120 120
Course hours 14 3 42
Preparation for Midterm exam 1 70 70
Laboratory (including preparation)
Final exam 1 1 1
Homework 1 35 35
Total Work Load300
Total Work Load / 30 (h)10
ECTS Credit of the Course10
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1 X X X
K2
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K5 X X X
K6 X X X
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