| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ106 | Strategic Marketing | Elective | 1 | 2 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The main decisions about the marketing functions of the course focus on the increasing importance of marketing. It provides basic information on strategic approach to marketing processes. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Emine TAŞ |
| Learning Outcomes |
| 1 | Providing information about effective marketing principles, strategies and studies. | | 2 | Competition strategies in the market | | 3 | Customer relations management | | 4 | Ways to create strong brands |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
| none |
| Course Contents |
| Introduction to Marketing / Historical Development of Marketing / Strategic Marketing Research / Strategy and Marketing |
| Weekly Detailed Course Contents |
|
| 1 | Development of Marketing Thought, Market Orientation and Strategic Thinking | | | | 2 | Generic Marketing Strategies and Sustainability of Competitive Advantages | | | | 3 | Strategic Marketing Planning | | | | 4 | Business Analysis | | | | 5 | Sector and Competition Analysis | | | | 6 | Customer Analysis | | | | 7 | Mid Term Exam | | | | 8 | Market Opportunity Measurement and Market Attractiveness Analysis | | | | 9 | Positioning Strategies for New Products | | | | 10 | Marketing Strategies for Growth | | | | 11 | Marketing Strategies for Maturity | | | | 12 | Marketing Strategies for the Fall Period | | | | 13 | Marketing Strategies in Crisis Periods | | | | 14 | Final Exam | | |
|
| Recommended or Required Reading |
| Pazarlama Stratejileri: Yönetsel Bir Yaklaşım - Ömer Torlak , Remzi Altunışık - Beta Yayınevi |
| 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 | 3 | 1 | 3 |
| Final Examination | 3 | 1 | 3 |
| Attending Lectures | 11 | 7 | 77 |
| Self Study | 11 | 7 | 77 |
| Individual Study for Mid term Examination | 3 | 1 | 3 |
| Individual Study for Final Examination | 3 | 1 | 3 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 3 | 4 | 4 | 2 | | LO2 | 2 | 2 | 2 | 3 | 3 | 3 | | LO3 | 4 | 4 | 4 | 5 | 1 | 2 | | LO4 | 2 | 3 | 3 | 2 | 2 | 2 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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