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)
Good command of English
Corequisite(s)
-
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.)
Instructor(s)
Assist. Prof. Dr. Kemal Özkan Yılmaz
Course Assistant(s)
Schedule
Wednesday, 18:00-20:50, Ataköy Campus 1C-15
Office Hour(s)
Dr. Kemal Özkan Yılmaz, Tuesday 11:30-13:30, Basın Ekspress B Blok 8-4
Teaching Methods and Techniques
- Lecturing, presentations, class discussion, case study analysis
Principle Sources
- Philip Kotler & Kevin Lane Keller. 2016. Marketing Management, Pearson, Global Edition 15.
Other Sources
- Academic papers, current case studies.
Course Schedules
Week
Contents
Learning Methods
1. Week
Evaluation of marketing thought, being market. centric and strategic thinking
Lecturing / presenting, class discussion, analysis and synthesis.
2. Week
Strategic marketing planning
Lecturing / presenting, class discussion, analysis and synthesis.
3. Week
Strategic analysis and market opportunities
Lecturing / presenting, class discussion, analysis and synthesis.
4. Week
Sector and competition analysis
Lecturing / presenting, class discussion, analysis and synthesis.
5. Week
Customer analysis
Lecturing / presenting, class discussion, analysis and synthesis.
6. Week
Market opportunity assessment and market attractiveness analsis
Lecturing / presenting, class discussion, analysis and synthesis.
7. Week
Midterm Exam
Midterm Exam
8. Week
Competition and positioning strategies
Lecturing / presenting, class discussion, analysis and synthesis.
9. Week
New market entry strategies
Lecturing / presenting, class discussion, analysis and synthesis.
10. Week
Marketing strategies in emerging markets
Lecturing / presenting, class discussion, analysis and synthesis.
11. Week
Marketing strategies in mature markets
Lecturing / presenting, class discussion, analysis and synthesis.
12. Week
Marketing strategies according to market positioning
Lecturing / presenting, class discussion, analysis and synthesis.
13. Week
Assessing marketing performance
Lecturing / presenting, class discussion, analysis and synthesis.
14. Week
Strategic control and marketing performance evaluation
Lecturing / presenting, class discussion, analysis and synthesis.
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Homework / Term Projects / Presentations
1
40
Final Exam
1
60
Program Outcomes
PO-1
Applies mathematical and social knowledge to Business problems.
PO-2
Defines the basic information related to other disciplines (economics, sociology, psychology, numerical sciences, etc.) that form the basis of business management and uses this information in the field of business administration.
PO-3
Explain the basic information in the field of business functions and management (management, production, marketing, accounting, finance, HRM, behavior, etc.), interpret the theoretical discussions covering the relations between the actors and cultures in this field.
PO-4
Determines and applies how the theoretical and practical knowledge and skills gained in the field of business are used in research, application and field analysis.
PO-5
Defines and evaluates activities and relationships in business-related fields; solve problems by defining, modeling and commenting.
PO-6
Designs and evaluates every stage of a process related to business functions in line with a defined goal.
PO-7
Conveys the current developments in the field of business and the projects carried out with appropriate communication tools to groups in and outside the field by supporting them with quantitative and qualitative data.
PO-8
Leads in environments that require the resolution of problems related to the field of humanities; organizes personal, corporate and team work at the level of expertise
PO-9
By introducing scientific, cultural and artistic developments in the field of humanities, it contributes to the process of becoming an information society of the society in which it lives and maintains it.
PO-10
Gains effective oral and written communication skills in Turkish and English in academic and professional fields.
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.
