The course aims to enable students to gain understanding and experience in analysing actual business problems related to the marketing function and making the decisions necessary to solve these problems. Case studies provide inspirational examples from real business life, and give students a chance to put theoretical knowledge into real life scenarios. A variety of cases to illustrate the application of marketing function in different areas, different countries, and by different organisations is given.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Dr. Zeki Toy, Pınar Sarp
Course Assistant(s)
Schedule
Friday, 17:00-19:00, Online CATS Platform
Office Hour(s)
Zeki TOY, Friday, 14:00-16:00, Online CATS Platform, by making an appointment: z.toy@iku.edu.tr
Teaching Methods and Techniques
- Eclectic, lecturing, discussion
Principle Sources
- Course notes compiled by the course instructor.
- Mutum, D. S., Roy, S. K., Kipnis, E., Eds. (2014). Marketing Cases from Emerging Markets. Berlin Heidelberg: Springer.
- Ferrel, O. C., Hartline, M. D. (2014). Marketing Strategy: Text and Cases. South-Western: Cengage Learning.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Apple’s Winning Marketing Strategy
- Eclectic, lecturing, discussion
2. Week
Apple’s Winning Marketing Strategy
- Eclectic, lecturing, discussion
3. Week
Apple’s Winning Marketing Strategy
- Eclectic, lecturing, discussion
4. Week
Apple’s Winning Marketing Strategy
- Eclectic, lecturing, discussion
5. Week
Apple’s Winning Marketing Strategy
- Eclectic, lecturing, discussion
6. Week
Mongoose Lager Beer Eyes up India
- Eclectic, lecturing, discussion
7. Week
Mongoose Lager Beer Eyes up India
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
A Sweet Deal _ Cadbury Leads Kraft into Emerging Markets
- Eclectic, lecturing, discussion
10. Week
A Sweet Deal _ Cadbury Leads Kraft into Emerging Markets
- Eclectic, lecturing, discussion
11. Week
Ikea Malaysia and the Halal Food Crisis
- Eclectic, lecturing, discussion
12. Week
Ikea Malaysia and the Halal Food Crisis
- Eclectic, lecturing, discussion
13. Week
Cathay Pacific Airways Using LinkedIn for Brand Building
- Eclectic, lecturing, discussion
14. Week
Shangri-La Hotels Expanding to Non-Asian Markets
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Quizzes
1
10
Final Exam
1
50
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students analyse the knowledge, concepts, tools necessary to understand the challenges and issues of marketing in a growing international and global context.
LO-2
Students develop an awareness of the nuances and challenges of doing business in very different cultural environments.
LO-3
Students understand and assess the challenges of turbulent business environments.
LO-4
Students recognise the influence of macro-environment on market selection.
LO-5
Students develop skills in researching and analysing international marketing opportunities.
