| Business Administration (Master) (with Thesis) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code: | ISY5103 | ||||
| Course Name: | Strategic Marketing Management | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | |||||
| 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): | Naim Çetintürk | ||||
| Course Assistants: |
| Course Objectives: | With the marketing strategy course, it is aimed to develop the most appropriate marketing strategies for products or services, to analyze the existing problems in this direction and to solve the appropriate marketing tools in a correct conceptual framework. Apart from the literature information presented in the course, it is aimed to base them with real applications and case studies in order to understand them more accurately. For this reason, students' comments and explanations are expected for the examples given about the subject explained every week. The main argument of the course, together with its strategic approaches, is that marketing is a discipline that is valid not only in the business world, but also in all areas of life. |
| Course Content: | The content of the course covers all the topics in the field of marketing that businesses frequently encounter; It deals with many different aspects such as brand, product, positioning, distribution, communication, especially the marketing mix, with a strategic point of view. Which approaches and strategic solutions will be appropriate in line with the state of the market, competition, consumer needs and especially technological developments and changing expectations are evaluated from a marketing perspective. |
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The students who have succeeded in this course;
1) • To learn the basic concepts and features of marketing 2) • To be able to segment correctly by defining target markets 3) • To take appropriate actions by preparing a marketing plan 4) • To be able to offer products to the market within the framework of the marketing mix 5) • To take necessary actions by evaluating the results obtained 6) To use marketing mix inline with business dynamics |
| Week | Subject | Related Preparation |
| 1) | Marketing Fundamentals | |
| 2) | Marketing Strategy | |
| 3) | Market Analysis: Defining the Marketing Environment | |
| 4) | Segmentation | |
| 5) | Target Market Selection | |
| 6) | Positioning - RePositioning | |
| 7) | Understanding the consumer: consumer behavior approaches | |
| 8) | Midterm Exam | |
| 9) | Strategic Product Decisions | |
| 10) | Brand Strategies | |
| 11) | Product Development | |
| 11) | Product Development | |
| 12) | Pricing Strategies | |
| 13) | Distribution Channels | |
| 14) | Strategic Marketing Communication | |
| 15) | Digital Strategies in Marketing | |
| 16) | FINAL EXAM |
| Course Notes / Textbooks: | • Marketing Management, by Philip Kotler and Kevin Lane Keller, Pearson |
| References: | • Pazarlama İlkeleri, İsmet Mucuk, Türkmen Kitabevi • Pazaryeri Pazarola, Prof Dr. İsmail Kaya • Temel Dijital Pazarlama Kavramları ve Remarketing Reklam Modeli, Dr. Naim Çetintürk, Seçkin Yayıncılık • Tüketici Davranışı, Yavuz Odabaşı, MediaCat • Alışveriş Bilimi, Paco Underhill, Soysal |
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
6 |
|---|---|---|---|---|---|---|
| Program Outcomes | ||||||
| 1) Being able to develop and deepen their knowledge at the level of expertise in the same or a different field, based on undergraduate level qualifications. | ||||||
| 2) To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field | ||||||
| 3) To be able to systematically convey the current developments in the field and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | ||||||
| 4) Being able to critically evaluate the knowledge and skills acquired in the field of expertise | ||||||
| 5) To be able to use the knowledge, problem solving and/or application skills they have internalized in their field in interdisciplinary studies | ||||||
| 6) Being able to independently carry out a work that requires expertise in the field. | ||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to develop and deepen their knowledge at the level of expertise in the same or a different field, based on undergraduate level qualifications. | 2 |
| 2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field | 1 |
| 3) | To be able to systematically convey the current developments in the field and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | 2 |
| 4) | Being able to critically evaluate the knowledge and skills acquired in the field of expertise | 2 |
| 5) | To be able to use the knowledge, problem solving and/or application skills they have internalized in their field in interdisciplinary studies | 2 |
| 6) | Being able to independently carry out a work that requires expertise in the field. | 2 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Application | 1 | % 20 |
| Homework Assignments | 4 | % 20 |
| Midterms | 1 | % 25 |
| Final | 1 | % 35 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 65 | |
| PERCENTAGE OF FINAL WORK | % 35 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 0 | 3 | 42 | |||
| Study Hours Out of Class | 14 | 0 | 3 | 42 | |||
| Homework Assignments | 4 | 0 | 3 | 12 | |||
| Midterms | 1 | 24 | 24 | ||||
| Final | 1 | 30 | 30 | ||||
| Total Workload | 150 | ||||||