| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ124 | Marketing Strategies | Elective | 1 | 2 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| Discussion of micro and macro environmental factors affecting marketing strategies, the marketing research process, the importance of market segmentation, target marketing, positioning as well as basic marketing concepts from a modern marketing perspective. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Bilal ÇELİK |
| Learning Outcomes |
| 1 | Acquiring skills to understand marketing plans and strategies. | | 2 | Developing a critical approach to the applicability of existing marketing strategies. | | 3 | Understanding the importance of strategic thinking in marketing. | | 4 | Acquiring the ability to analyze marketing plans and strategies. | | 5 | To provide intellectual development for the development of new marketing strategies. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Studies on the applicability of existing marketing strategies and the development of new strategies, based on conceptual, theoretical and applied studies on marketing strategies. |
| Weekly Detailed Course Contents |
|
| 1 | Information about Course Description, Content and Application. | | | | 2 | Strategy and in Marketing | | | | 3 | Strategic Marketing Planning | | | | 4 | Situation and Environment Analysis | | | | 5 | Consumer Analysis | | | | 6 | Market Analysis | | | | 7 | Competition Analysis | | | | 8 | Mid-Term Exam | | | | 9 | Basic Marketing Strategies | | | | 10 | Generic Competitive Strategies | | | | 11 | Competitive Strategies by Market Position | | | | 12 | Attack and Defense Strategies | | | | 13 | Market Segmentation Strategies | | | | 14 | Target Market Selection and Positioning Strategies | | | | 15 | Final Exam | | |
|
| Recommended or Required Reading |
| 1) Philip Kotler (2019). A’dan Z’ye Pazarlama, Mediacat Kitapları
2) Remzi Altunışık (2019). Pazarlama Stratejileri Yönetsel Bir Yaklaşım, Beta Basım Yayım
3) Renee Mauborgne, W. Chan Kim (2021). Mavi Okyanus Stratejisi, Csa Yayın Ajansı |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Project Presentation | 2 | 15 | 30 |
| Criticising Paper | 2 | 6 | 12 |
| Self Study | 14 | 3 | 42 |
| Individual Study for Mid term Examination | 1 | 20 | 20 |
| Individual Study for Final Examination | 1 | 30 | 30 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 4 | 3 | 3 | 3 | 2 | 3 | | LO2 | 3 | 3 | 3 | 3 | 3 | 3 | | LO3 | 2 | 3 | 3 | 2 | 3 | 3 | | LO4 | 2 | 3 | 2 | 3 | 3 | 2 | | LO5 | 3 | 3 | 3 | 3 | 3 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
 |
| |