Teaching students with the help of case studies, marketing concepts and methods in a startegic perspective is necessary for the successful implementation of the theoretical infrastructure.
Prerequisite(s)
None
Corequisite(s)
None
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.)
- Cravens, W. D.; Piercy, F. N.; Strategic Marketing; McGraw-Hill Education, New York, 2006
Course Schedules
Week
Contents
Learning Methods
1. Week
Development of the Idea of Marketing, Market Orientation and Strategic Thinking
Oral Presentation, Case Study
2. Week
Strategic Marketing Planning
Oral Presentation, Case Study
3. Week
Business Analysis
Oral Presentation, Case Study
4. Week
Industry and Competition Analysis
Oral Presentation, Case Study
5. Week
Customer Analysis
Oral Presentation, Case Study
6. Week
Measurement of Market Opportunities and Market Attractiveness Analysis
Oral Presentation, Case Study
7. Week
Competition and Positioning Strategies
Oral Presentation, Case Study
8. Week
Entering New Markets Strategies
Oral Presentation, Case Study
9. Week
Marketing Strategies for Growing Markets
Oral Presentation, Case Study
10. Week
Marketing Strategies for Grown Markets
Oral Presentation, Case Study
11. Week
Marketing Strategies for Declining Markets and in the Times of Crisis
Oral Presentation, Case Study
12. Week
Marketing Strategies According to the Market Position
Oral Presentation, Case Study
13. Week
Implementation of Marketing Strategies
Oral Presentation, Case Study, Project
14. Week
Performance Monitoring and Evaluation of Strategic Marketing
Oral Presentation, Case Study, Project
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
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
Identify the strategic marketing concepts, theoretical and practical management processes, comprehend relations between them and be able to practice.
LO-2
Be able to analize the marketing skills in a strategic perspective with taking into account the external and internal environment, coprehend the problems and be able to find solutions.
LO-3
Marketing Mix (Product, Price, Distribution and Promotion) will be understood, and will be able to practice in business enterprises with the strategic approach.
LO-4
Marketing department can be positioned in business structure with taking into account environmental issues, and realize necessary changes / transformations.
LO-5
Having knowledge about the location of strategic marketing in the developing and changing business environment.
LO-6
Gaining Research, Communication, and Presentation Skills in the field of business as a team or resource-based individual.
