This course offers a strategic marketing management perspective, focusing on the process of developing a marketing strategy and designing the optimal marketing mix to realize the chosen strategy. Specifically, the aim of this course is:
- To introduce the basic elements of the marketing strategy,
- Provide a solid framework for problem analysis and action planning,
- To develop the student's leadership, analytical and communication skills.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Lecture, examination of studies in the literature, guest speakers from the business world in the field of marketing, student presentations, project assignments to reinforce the course
Principle Sources
- Torlak, Ömer & Altunışık, Remzi. 2009. Pazarlama Stratejileri Yönetsel Bir Yaklaşım. Beta Yayınları. İstanbul.
- Philip Kotler & Kevin Lane Keller. 2016. Marketing Management, Pearson, Global Edition 15.
ISBN-13: 978-1-292-09262-1
Other Sources
- Domestic and foreign articles written in the field of marketing,
- Websites related to the field
Course Schedules
Week
Contents
Learning Methods
Assessments
Evaluation tools
Quantity
Weight(%)
Homework / Term Projects / Presentations
1
25
Project(s)
1
25
Attendance
1
10
Final Exam
1
40
Program Outcomes
PO-1
Students will gain the ability to apply, analyze and synthesize their mathematical and social knowledge to business problems.
PO-2
Will be able to apply and adapt basic information about other disciplines (economics, sociology, psychology, numerical sciences, etc.) that form the basis of business management and make creative evaluations by using this information in the field of business.
PO-3
Will have basic knowledge in the field of business functions and management (management, production, marketing, accounting, finance, HRM, behavior, etc.), will be able to criticize, interpret and adapt theoretical discussions covering the relations between actors and cultures in this field.
PO-4
Will be able to design, create and evaluate a process related to business functions at every stage in line with a defined goal.
PO-5
Will be able to define and evaluate activities and relationships in business-related fields; will be able to solve problems by defining, modeling and making comments, suggesting solutions and making necessary critical decisions. (critical thinking).
Learning Outcomes
LO-1
At the end of this course, students will be able to develop marketing strategies.
LO-2
Understand the environment in which a company operates and identify opportunities and threats
LO-3
Identify and solve marketing problems
LO-4
Develop marketing mix strategies and actionable marketing plans.
