Information Package
baskent.edu.tr

Master's Program of Graphic Design with Thesis

GRA532

MARKETING STRATEGIES

Course Code
GRA532
Semester
-
Theory+Practice
3 + 0
ECTS
10
Course TypeElective Course
Course LevelMaster's Degree With Thesis
Year of Study-
Semester-
ECTS10
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Understand strategic marketing concepts and theories
  2. Develop skills to create strategies in competitive markets
  3. Analyze brand management and positioning strategies
  4. Evaluate the impact of digitalization and globalization on marketing strategies
  5. Practice strategic decision-making through case studies and projects
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course explores the strategic dimension of marketing, focusing on how firms achieve competitive advantage and sustainable growth through marketing strategies. Students will learn theoretical foundations while engaging in case studies, projects, and current research to develop practical skills. Topics include strategic marketing planning, brand management, digital marketing strategies, consumer behaviour, and global marketing dynamics.
Course Contents
WEEK TOPICS
1st Week Introduction to Marketing Strategies: Key Concepts
2nd Week Strategic Marketing Planning and Frameworks
3rd Week Competitive Analysis and Market Positioning
4th Week Consumer Behaviour and Strategic Implications
5th Week Brand Management and Value Creation
6th Week Product and Pricing Strategies
7th Week Distribution and Channel Strategies
8th Week Digital Marketing and Technology-Based Strategies
9th Week International and Global Marketing Strategies
10th Week Sustainability and Ethical Marketing
11th Week Case Studies: Successes and Failures
12th Week Strategic Marketing Research
13th Week Group Project Presentations
14th Week Final Review and Wrap-Up
Recommended or Required ReadingKotler, P. & Keller, K. L. Marketing Management
Aaker, D. A. Strategic Market Management
Korkmaz, S., Eser, Z., Öztürk, S.A. Pazarlama
Güncel akademik makaleler (Taylor & Francis, Elsevier, Emerald vb.)
Harvard Business Review vaka çalışmaları
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 25
Assignment 1 20
Project 1 25
Total(%) 70
Contribution of In-term Studies to Overall Grade(%) 70
Contribution of Final Examination to Overall Grade(%) 30
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 4 56
Preparation for Final exam 1 28 28
Course hours 14 3 42
Preparation for Midterm exam 1 28 28
Laboratory (including preparation)
Final exam 1 3 3
Homework 10 10 100
Presentation (including preperation) 1 20 20
Project 1 20 20
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 LO4 LO5
K1 X
K2 X X X
K3 X
K4 X
K5
K6 X X X
K7 X X X
K8 X X X
K9 X X
K10 X X X
K11 X
K12
K13 X
K14
K15 X X X X X
K16 X X X X
K17 X X X X X