Information Package / Course Catalogue
| Business Administration | |||||
| Bachelor | Length of the Programme: 4 | Number of Credits: 240 | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF: Level 6 |
Ders Genel Tanıtım Bilgileri
| School/Faculty/Institute | Faculty of Econ., Admin. and Social Sciences | |||||
| Course Code | MKTG 334 | |||||
| Course Title in English | Strategic Marketing | |||||
| Course Title in Turkish | Stratejik Pazarlama | |||||
| Language of Instruction | EN | |||||
| Type of Course | Flipped Classroom | |||||
| Level of Course | Intermediate | |||||
| Semester | Spring | |||||
| Contact Hours per Week |
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| Estimated Student Workload | 127 hours per semester | |||||
| Number of Credits | 5 ECTS | |||||
| Grading Mode | Standard Letter Grade | |||||
| Pre-requisites |
MKTG 201 - Marketing |
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| Expected Prior Knowledge | None | |||||
| Co-requisites | None | |||||
| Registration Restrictions | Only Undergraduate Students | |||||
| Overall Educational Objective | To learn to think strategically when making and implementing marketing decisions (“strategic decision making”) and develop an appreciation for the relationship between marketing and the other functional areas of business. | |||||
| Course Description | This course examines the marketing management concepts underlying both consumer and industrial marketing strategy and tactics. Demanding customers, fast-change technologies, increasing global competition, deregulation and social changes in global markets are just a few of the recent changes that create new challenges and opportunities for a wide range of businesses throughout the world. Strategic marketing focuses on the concepts and processes involved in developing market-driven strategies. Competitive marketing strategies which necessary for different type of sectors and economic conditions and analyze theoretic infrastructure from example situation which necessary for applying marketing content and system with strategic perspective. | |||||
| Course Description in Turkish | Bu ders stratejik pazarlama sistemi ve çevresel faktörler ile ilişkisi, pazarlama kavramının evrimini, pazarlama kurumları ve süreçlerini, pazarlama stratejisi ve planlamalarını, pazarlama araştırması ve pazarlama bilgi sistemleri, tüketici davranışlarını ve ürün, dağıtım, tutundurma ve fiyatlandırma stratejilerini kapsar. Tüm işletmelerin temel amacı, ürettikleri mal ve hizmetleri dünya pazarlarındaki hedef tüketici kitlelerine ulaştırmaktır. Bu amaç göz önünde bulundurularak bu derste, pazarlama faaliyetlerini etkileyen çevresel faktörler, pazar bilgilerine ulaşma yolları ve bilgi kaynakları, pazarlama planlaması, pazar bölümlendirme ve hedef pazar seçimi, fiyatlandırma amaç ve yöntemleri, dağıtım kanalı seçimi ve dağıtım politikaları, tutundurma stratejileri ve tutundurma yöntemleri gibi temel konular üzerinde durulacaktır ve öğrencilerimizin stratejik düşünme üzerine odaklanan bir bakış açısı sağlanmaya çalışılacaktır. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) explain what is involved in making marketing decisions, including product, price, promotion, and place decisions to create a marketing mix 2) understand the key marketing concepts and fields of their application 3) define different types of markets (consumer markets – b2c, industrial markets – b2b, service markets) 4) conduct market analysis including market evaluation and prognostics, could produce marketing strategies about determined product or service 5) define strategic marketing: Segmentation, Targeting and Positioning (STP) 6) analyze micro and macro actors in the periphery of marketing and can make SWOT analysis. |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 | 6 |
|---|---|---|---|---|---|---|
| 1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | ||||||
| 2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | ||||||
| 3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | ||||||
| 4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | ||||||
| 5) Demonstrates individual and professional ethical behavior and social responsibility | ||||||
| 6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | ||||||
| 7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | ||||||
| 8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | ||||||
| 9) Displays computer proficiency to support problem solving and decision-making | ||||||
| 10) Demonstrates teamwork, leadership, and entrepreneurial skills | ||||||
| 11) Displays learning skills necessary for further study with a high degree of autonomy |
Relation to Program Outcomes and Competences
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | S | Participation |
| 2) | Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | H | Exam |
| 3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | H | Exam |
| 4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | N | |
| 5) | Demonstrates individual and professional ethical behavior and social responsibility | S | Participation |
| 6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | N | |
| 7) | Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | H | Exam |
| 8) | Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | N | |
| 9) | Displays computer proficiency to support problem solving and decision-making | N | |
| 10) | Demonstrates teamwork, leadership, and entrepreneurial skills | S | Participation |
| 11) | Displays learning skills necessary for further study with a high degree of autonomy | N |
| Prepared by and Date | BANU BERKSOY , December 2018 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Spring |
| Name of Instructor |
Course Contents
| Week | Subject |
| 1) | Introduction |
| 2) | Introduction to marketing plan and strategy |
| 3) | Marketing Area |
| 4) | Micro and Macro (SWOT and 5force model) |
| 5) | Consumer Strategies |
| 6) | Marketing Mix: product and branding strategies |
| 7) | Midterm |
| 8) | Marketing Mix: Pricing Strategies; Review Project draft |
| 9) | Marketing Mix: Distribution Channels |
| 10) | Marketing Mix: Communication Strategies |
| 11) | Case study |
| 12) | Case study |
| 13) | Case study |
| 14) | Case study |
| 15) | Final Examination Period |
| 16) | Final Examination Period |
| Required/Recommended Readings | Marketing Strategy and Competitive Positioning, 6/E | ||||||||||||||||||
| Teaching Methods | Instructional strategy and expectations for both students and instructional staff that follow from this. Student work modes (independently and/or in teams). Any work with the outside community – geographic or industry sector. | ||||||||||||||||||
| Homework and Projects | The students will be making one presentation as a group at the end of the course. The groups will be formed, and the details of the projects will be announced later by the instructor. Each group will have maximum 5 members and each team member will present their part individually. Before the presentations, the group projects have to be submitted as a PPT file within a deadline provided by the instructor. Late assignments will not get full points. | ||||||||||||||||||
| Laboratory Work | None | ||||||||||||||||||
| Computer Use | Personal | ||||||||||||||||||
| Other Activities | None | ||||||||||||||||||
| Assessment Methods |
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| Course Administration |
berksoyb@mef.edu.tr |
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ECTS Student Workload Estimation
| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 2 | 98 | ||
| Midterm(s) | 1 | 8 | 2 | 10 | |||
| Final Examination | 1 | 16 | 3 | 19 | |||
| Total Workload | 127 | ||||||
| Total Workload/25 | 5.1 | ||||||
| ECTS | 5 | ||||||