ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| Business Administration (Master) (with Thesis) (English) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
Course Introduction and Application Information
| Course Code: | BUS5105 | ||||
| Course Name: | Strategic Marketing Management | ||||
| Semester: |
Fall Spring |
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| Course Credits: |
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| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental Elective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. ALPASLAN KELLECİ | ||||
| Course Lecturer(s): | Alpaslan Kelleci, Faculty Member, PhD | ||||
| Course Assistants: |
Course Objective and Content
| Course Objectives: | For a company to be successful, a company must develop competitive marketing strategies that effectively position its products against competitors and give it the strongest possible competitive advantage. The task of marketing management is to develop, maintain and/or defend an organisation's competitive position based on strategic planning that aligns with its objectives, skills, and resources and changing market opportunities. Within this context, the focus of this unit is on developing students' knowledge and skills to develop marketing strategy, manage the organisation's strategic marketing management activities and develop an effective marketing plan. There are three modules within which students will cover the theoretical foundations of marketing management, key aspects related to operationalising marketing management, and then contemporary issues that are particularly significant in the modern context. Overall, this unit allows students to integrate and apply the knowledge gained in their previous studies of marketing. |
| Course Content: | Strategic marketing is a central task for the management of all organizations, whatever they are commercial, public or non-profit. The purpose is to define the organization's relationship to the business environments, that analyze its industry / sector, to understand its customers / stakeholders and to create competitive advantages on it global market. This process begins with the formulation of the organization's vision and mission towards background of its capabilities and context, continues with evaluation of alternative market strategies and determination of specific plans, culminating in implementation and control. The course thus mainly deals with the following topics: - Environmental analysis and market intelligence - Internal analysis, planning processes and competitive advantages - Social responsibility and sustainability - Customer focus, demand management and strategic positioning - Product innovation, brand management and diversification - Organizational design, implementation and control The course highlights social ethical aspects of management's decision-making with long-term consequences for the organization and the communities in which it operates. |
Learning Outcomes
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The students who have succeeded in this course;
1) To be able to understand and critically discuss the marketing activities that impinge on our daily lives as business managers and citizens 2) To be able to critically evaluate key marketing theory, concepts, research, and current practice 3) To be able to discuss critically decision-making processes and frameworks for selecting marketing objectives, target markets and marketing mixes 4) To be able to discuss critically how marketing practice is influenced by contemporary challenges in the operating environment 5) To be able to apply theoretical frameworks to real-world marketing innovation challenges: identifying their key features and implications, setting appropriate marketing objectives and evaluating alternative marketing strategies. |
Course Flow Plan
| Week | Subject | Related Preparation |
| 1) | Introduction to Strategy, Strategic Concepts, and Strategic Levels | |
| 2) | Alternative Marketing Strategies - Generic - Specific | |
| 3) | Strategy and the Marketing Planning Process | |
| 4) | Marketing Strategy Formulation - Industry and Business Definition - Product-Market Definition and Analysis - Customer and Stakeholder Analysis - Competitor Analysis | |
| 5) | Strategy Selection, Adjustment or Re-Confirmation | |
| 6) | Strategic Application of the Marketing Mix | |
| 7) | Product and Packaging Strategy | |
| 8) | Pricing Strategy | |
| 9) | Positioning and Brand Strategy | |
| 10) | Marketing Communication Strategy | |
| 11) | Distribution, Selling, and Customer Service Strategies | |
| 12) | Implementation and Organizational Strategic Focus | |
| 13) | Industry Evolution, Monitoring, and Strategic Adjustments | |
| 14) | Strategies for Different Environments |
Sources
| Course Notes / Textbooks: | Kotler, P. & Keller, K. L. (2016). Marketing management, 15th Global Edition., Pearson, Boston. |
| References: | Aaker, David and McLoughlin, Damien (2010) Strategic Market Management: Global Perspectives, 1st edition. Chicester, UK: John Wiley & Sons. |
Course - Program Learning Outcome Relationship
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
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|---|---|---|---|---|---|---|
| Program Outcomes | ||||||
| 1) Develop and deepen knowledge in the same or in a different field to the proficiency level based on Bachelor level qualifications. | ||||||
| 2) Use of theoretical and practical knowledge within the field at a proficiency level. | ||||||
| 3) Communicate current developments and studies within the field to both professional and non-professional groups systematically using written, oral and visual techniques by supporting with quantitative and qualitative data. | ||||||
| 4) Evaluate knowledge and skills acquired at proficiency level in the field with a critical approach and direct the learning. | ||||||
| 5) Use the knowledge, problem solving and/or implementation skills in interdisciplinary studies. | ||||||
| 6) Independently conduct studies that require proficiency in the field. | ||||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Develop and deepen knowledge in the same or in a different field to the proficiency level based on Bachelor level qualifications. | |
| 2) | Use of theoretical and practical knowledge within the field at a proficiency level. | |
| 3) | Communicate current developments and studies within the field to both professional and non-professional groups systematically using written, oral and visual techniques by supporting with quantitative and qualitative data. | |
| 4) | Evaluate knowledge and skills acquired at proficiency level in the field with a critical approach and direct the learning. | |
| 5) | Use the knowledge, problem solving and/or implementation skills in interdisciplinary studies. | |
| 6) | Independently conduct studies that require proficiency in the field. |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 0 |
| Homework Assignments | 1 | % 20 |
| Project | 1 | % 30 |
| Final | 1 | % 50 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
Workload and ECTS Credit Calculation
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 0 | 3 | 42 | |||
| Project | 1 | 45 | 1 | 46 | |||
| Homework Assignments | 1 | 30 | 1 | 31 | |||
| Final | 1 | 70 | 2 | 72 | |||
| Total Workload | 191 | ||||||