The course focuses on the purpose and function of marketing strategy, as well as its relationship to competitive advantage. Secondly, finding Profit Opportunities, introduces a number of techniques for analyzing the potential of a specific firm in a specific industry. This will involve looking at technology and consumer tests and evaluating the gap between consumer willingness to pay and supplier opportunity cost.Through the cases, student looks at a number of successful firms and asks how they are and became different. We will continue to look at added value and spend time identifying the resources of these firms.
Lastly, student explores how the scope of firms are influenced by resources that are shared across products. In particular, we will look at cross selling, umbrella branding, and customer intelligence.
Prerequisite(s)
principles of marketing and/or Marketing 101
Corequisite(s)
principles of marketing and/or Marketing 101
Special Requisite(s)
Attendance
Instructor(s)
Assist. Prof. Dr. Didem Kayalıdereden
Course Assistant(s)
Schedule
not opened yet
Office Hour(s)
Office B606
d.kayalidereden@iku.edu.tr
Teaching Methods and Techniques
-Case studies
-presentations
Principle Sources
-Michael Porter- Competitive Advantage
-HBR case studies
Other Sources
-
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction
Conversation
2. Week
What is marketing strategy?
Presentations and discussions
3. Week
Case Study -1
Case study examination
4. Week
Case study-2
Case study examination
5. Week
Creating competitive advantage
Presentation
6. Week
Michael Porter discussions about competition
Book review
7. Week
midterm break
no class
8. Week
midterm break
no class
9. Week
Challenging Competitive Advantage
Presentation
10. Week
Case Study 3
Case study examination
11. Week
Case study 4
Case study examination
12. Week
Creating Corporate Advantage
Presentation
13. Week
Case study 5
Case study examination
14. Week
Final
Exam
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Program Outcomes
PO-1
Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
aims to produce critical, reflective marketers and emphasises the integration of theory and practice with the skills and knowledge required by employers.
LO-2
Apply key marketing theories, frameworks and tools to solve Marketing problems
LO-3
Exercise critical judgement through engagement and reflection with existing marketing literature and case studies
LO-4
Critically evaluate the marketing function and the role it plays in achieving organisational success
LO-5
Evaluate and act upon the ethical and environmental concerns linked to marketing strategies
