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Information
| Code | MG3811 |
| Name | Strategic Marketing |
| Term | 2023-2024 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
Course Goal / Objective
The aim of this course is to enable students to have compherensive aspect on strategic marketing theory.
Course Content
This course consists of the subjects of strategic marketing planning, evolution of strategic marketing, competition and positioning strategies, Market Orientation, Customer Analysis, Entry Strategies to New Markets, Measurement of Market Opportunities, Application and Control of Strategies.
Course Precondition
There are no prerequisites for the course.
Resources
Cravens, David, and Nigel F. Piercy. Strategic marketing. McGraw-Hill Irwin, 2008. Pazarlama stratejileri: yönetsel bir yaklaşım. Beta Basım Yayım Dağıtım AŞ, 2009. Philip Kotler, Kotler ve Pazarlama, Sistem Yayıncılık, İstanbul, 2000. William D. Perreault, Joseph Cannon ve Joremo McCarthy, Pazarlamanın TemellerÖmer Torlak, Remzi Altunışık, Pazarlama Stratejileri, Beta Yayınları, 2012. Makaleler, örnekolaylar
Notes
Selected Articles
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Follows the strategic marketing theory in both local and global literature. |
| LO02 | Execute strategic marketing plans |
| LO03 | Explain development of marketing thought. |
| LO04 | Defines stretegic marketing terms. |
| LO05 | Analyzes the market and develops strategy. |
| LO06 | Analyzes competition and competitors. |
| LO07 | Generates SWOT and other situational analyses. |
| LO08 | Interprets the results of the analyses. |
| LO09 | Reports the findings. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic theoretical models for business field | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Lists and identifies the theories that will contribute to the development of scientific methods and tools used in business | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Has an understanding of the legal and ethical issues faced by the Business profession | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how to interpret the findings as a result of models used in business methods. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Creates sufficient knowledge to find a solution to the problems met by business | 4 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Contributes to business by following the basic steps of the methods used in business | 4 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Apply the application of business management methods. | |
| PLO08 | Bilgi - Kuramsal, Olgusal | Encourages taking responsibility, claiming the lead and working effectively in a team and / or individually. | 5 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Has a good command of Turkish, as well as at least one another foreign language in accordance with the requirements of academic and work life | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Develops and implements new research methods that will contribute to the development of the business field | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Develops new guidelines for the business managers’ decision making processes by researching on sub-disciplines of the business field. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Forms the basis for the decision-making process by researching on the science of business field | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Evolution of the Marketing Thought | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Strategic Marketing Planning | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Strategic Analysis abd Market Oportunities | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Sector and Competition Analysis | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Client and Consumer Analysis | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Market Attractiveness Analysis | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Positioning Strategies | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | New market entry strategies | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Marketing strategies for emerging markets | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Marketing strategies for mature markets | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Marketing strategies for recessive markets | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Strategy Implementation and Performance Evaluations | Reading related parts from required materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Presentations1 | Preparing for presentation | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Presentations2 | Preparing for presentation | Öğretim Yöntemleri: Gösteri, Bireysel Çalışma |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Proje / Tasarım |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Proje / Tasarım |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||