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Information
| Code | EMG43716 |
| Name | Strategic Marketing Planning |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Doç. Dr. MEHMET ALİ BURAK NAKIBOĞLU |
| Course Instructor |
1 |
Course Goal / Objective
The main aim of this course is to make students capable of thinking strategically about marketing problems and their solutions.
Course Content
This course consists of the subjects of strategy, strategic management, strategic marketing, marketing planning, business, market and consumer analysis, segmentation-targeting and positioning strategies and strategic plans for marketing mix elements.
Course Precondition
None
Resources
Stratejik Pazarlama Planı Nasıl Hazırlanır? Norton Paley
Notes
University library database
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defining planning and strategy terms for marketing applications |
| LO02 | knows and use marketing planning issues |
| LO03 | constructs a marketing plan |
| LO04 | konows alternative marketing strategies |
| LO05 | applies a marketing strategy |
| LO06 | conducts marketing auditing |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Describes the basic functions of marketing and explains their relations with each other. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines the basic theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Gathers and analyzes marketing information needed by businesses according to scientific research principles. | 4 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Defines marketing problems arising from internal and external environmental conditions and changes. | 5 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of marketing researches to be used in managerial decision making processes. | 4 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | 5 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by using different sources within the framework of academic rules. | 4 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can effectively present the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively uses terms and concepts in marketing terminology in written and oral presentations. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | 5 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Strategy, strategic management and marketing | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Introduction to marketing plan 1 | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Introduction to marketing plan 2 | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Business analysis, sector and competition analysis 1 | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 5 | Business analysis, sector and competition analysis 2 | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 6 | Market and customer analysis 1 | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | Market and customer analysis 2 | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Growth strategies, goals and plans for marketing support system 1 | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 10 | Growth strategies, goals and plans for marketing support system 2 | Reading related parts | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 11 | Segmentation, targeting and positioning plans | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Strategic plans 1 | Reading related parts | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 13 | Strategic plans 2 | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 14 | Designing performance measurement system and implication control system | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 15 | Developing marketing strategies sample | Reading related parts | Öğretim Yöntemleri: Anlatım |
| 16 | Term Exams | Studying | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||