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 |
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Level of Course Unit |
Second Cycle |
Objectives of the Course |
Addressing basic marketing concepts such as environmental factors, marketing research, market segmentation, target marketing and positioning that affect marketing strategies from a modern marketing perspective. |
Name of Lecturer(s) |
Dr. Öğr. Üyesi Emine TAŞ |
Learning Outcomes |
1 | Develops marketing plans and strategies. | 2 | Checks marketing plans and strategies | 3 | Understands the importance of strategic thinking in marketing | 4 | Analyze marketing plans and strategies. | 5 | Interpret marketing plans and strategies. |
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Mode of Delivery |
Normal Education |
Prerequisites and co-requisities |
none |
Recommended Optional Programme Components |
none |
Course Contents |
Marketing strategies |
Weekly Detailed Course Contents |
|
1 | Development of Marketing, Changing Market Dynamics | | | 2 | Strategic Thinking in Marketing, Marketing Strategies | | | 3 | Strategic Marketing Plan | | | 4 | Target Market, Positioning, Market Segmentation | | | 5 | Competition and Positioning Strategies | | | 6 | Case study | | | 7 | Mid Term Exam | | | 8 | Marketing Strategies- New Products | | | 9 | Marketing Strategies - Growth Period | | | 10 | Marketing Strategies-Maturity Period | | | 11 | Marketing Strategies-Decline and Crisis Period | | | 12 | Marketing Strategies According to Marketing Position | | | 13 | Project Presentation | | | 14 | Final Exam | | |
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Recommended or Required Reading |
Irwin McGraw-Hill, London. “Pazarlama Stratejileri – Yönetsel Bir Yaklaşım”, Ömer Torlak, Remzi Altunışık, Beta Yayınevi, 2012 |
Planned Learning Activities and Teaching Methods |
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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 |
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Workload Calculation |
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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 |
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Contribution of Learning Outcomes to Programme Outcomes |
LO1 | 5 | 5 | 5 | 4 | 4 | 4 | LO2 | 3 | 3 | 3 | 3 | 2 | 2 | LO3 | 2 | 2 | 2 | 2 | 2 | 2 | LO4 | 2 | 2 | 2 | 3 | 3 | 3 | LO5 | 2 | 2 | 3 | 3 | 3 | 3 |
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* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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