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Information
| Code | MG3811 |
| Name | Strategic Marketing |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| 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 Instructor |
1 |
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 classical, modern and postmodern theories of marketing science. | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | 4 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 3 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 3 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | 5 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 4 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | 5 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 4 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. | 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 | ||