| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Marketing Strategies | ISL332 | 6. Semester | 3 + 0 | 3.0 | 6.0 |
| Prerequisites | None |
| Language of Instruction | Turkish |
| Course Level | Undergraduate |
| Course Type | |
| Mode of delivery | Lecture |
| Course Coordinator |
Prof. Dr. Abdulvahap BAYDAŞ |
| Instructor(s) |
EMİNE ŞENBABAOĞLU DANACI |
| Assistants | |
| Goals | The main objective of this course is to teach students how to apply the basic principles of marketing in a strategic manner with case studies and applications. In this direction, it is one of the sub-objectives of the course to enable students to think strategically about competition and marketing strategies, market research, consumer behavior, product life cycle, marketing mix elements, branding and international marketing. |
| Course Content | Development of marketing thinking, market orientation and strategic thinking Generic marketing strategies and sustainability of competitive advantages Strategic marketing planning Business analysis Sector and competition analysis Product lifecycle strategies-II (marketing strategies for the period of decline in marketing strategies for the maturity period) Marketing strategies in times of crisis Marketing strategies according to marketing position |
| Learning Outcomes |
- To learn the applicability of marketing principles both theoretically and practically, - To follow the literature related to marketing strategies and to contribute to the literature, - To be able to have knowledge at the level of manager with a customer-oriented and social marketing approach, - To be able to develop strategy, policy and implementation plans in the fields of business and management and to evaluate the results |
| Week | Topics | Learning Methods |
|---|---|---|
| 1. Week | Development of marketing thinking, market orientation and strategic thinking | |
| 2. Week | Generic marketing strategies and sustainability of competitive advantages | |
| 3. Week | Strategic marketing planning | |
| 4. Week | Business analysis | |
| 5. Week | Sector and competition analysis | |
| 6. Week | Midterm | |
| 7. Week | Customer analysis | |
| 8. Week | Market opportunity measurement and market attractiveness analysis | |
| 9. Week | Competition and positioning strategies | |
| 10. Week | Product lifecycle strategies-I (marketing strategies for the growth period in marketing | |
| 11. Week | Marketing strategies according to marketing position | |
| 12. Week | Implementation of marketing strategies | |
| 13. Week | Development of marketing thinking, market orientation and strategic thinking | |
| 14. Week | Final exam |
| Torlak, Ö., Altunışık, R. (2012) Pazarlama Stratejileri Yönetsel Bir Yaklaşım, Beta Yayıncılık, 2. Baskı, İstanbul. |
| İnan, Melis, (çeviren) (2016) Stratejik Pazarlama, Optimist Yayıncılık, İstanbul |
| Yavuz Odabaşı, Gülfidan Barış, 2002, “Tüketici Davranışı” MediCat, İstanbul. |
| Philip Kotler , Mancy Lee, 2006, “Kamu Sektöründe Pazarlama, Kamu Kuruluşlarının Performansını Geliştirmek için Bir Yol Haritası”, MediCat, İstanbul. |
| İnci Varinli, Kahraman Çatı, 2010, “Güncel Pazarlama Yaklaşımlarından Seçmeler” Detay Yayıncılık, Ankara. |
| Program Requirements | Contribution Level | DK1 | DK2 | DK3 | DK4 | Measurement Method |
|---|---|---|---|---|---|---|
| PY1 | 4 | 4 | 4 | 4 | 4 | - |
| PY2 | 4 | 4 | 3 | 4 | 3 | - |
| PY3 | 5 | 5 | 5 | 5 | 5 | - |
| PY4 | 4 | 4 | 4 | 4 | 4 | - |
| PY5 | 5 | 5 | 5 | 5 | 5 | - |
| PY6 | 4 | 4 | 4 | 4 | 4 | - |
| PY7 | 2 | 3 | 0 | 3 | 3 | - |
| PY8 | 4 | 4 | 4 | 4 | 4 | - |
| PY9 | 3 | 3 | 3 | 3 | 3 | - |
| PY10 | 3 | 3 | 3 | 3 | 3 | - |
| PY11 | 4 | 4 | 4 | 4 | 4 | - |
| PY12 | 3 | 3 | 3 | 3 | 3 | - |
| PY13 | 4 | 4 | 4 | 4 | 4 | - |
| 0 | 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|---|
| Course's Level of contribution | None | Very Low | Low | Fair | High | Very High |
| Method of assessment/evaluation | Written exam | Oral Exams | Assignment/Project | Laboratory work | Presentation/Seminar |
| Event | Quantity | Duration (Hour) | Total Workload (Hour) |
|---|---|---|---|
| Homework 1 | 1 | 30 | 30 |
| Homework 2 | 1 | 30 | 30 |
| Quiz 1 | 1 | 24 | 24 |
| Practice End-Of-Term | 14 | 3 | 42 |
| Classroom Activities | 1 | 27 | 27 |
| Total Workload | 153 | ||
| ECTS Credit of the Course | 6.0 | ||
