| Course Title | Code | Language | Type | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| Marketing Strategies | ISL332 | Turkish | Compulsory | 6. Semester | 3 + 0 | 3.0 | 6.0 |
| Prerequisite Courses | |
| Course Level | Undergraduate |
| Mode of delivery | Lecture |
| Course Coordinator | Prof. Dr. Abdulvahap BAYDAŞ |
| Instructor(s) | |
| 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 |
| # | Öğrenme Kazanımı |
| 1 | To learn the applicability of marketing principles both theoretically and practically, |
| 2 | To follow the literature related to marketing strategies and to contribute to the literature, |
| 3 | To be able to have knowledge at the level of manager with a customer-oriented and social marketing approach, |
| 4 | To be able to develop strategy, policy and implementation plans in the fields of business and management and to evaluate the results |
| Week | Topics/Applications | Method |
|---|---|---|
| 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 |
| No | Program Requirements | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Obtains information about the basic concepts and theories available in the business. | ✔ | |||||
| 2 | The system can recognize and interact with its surroundings in the entity is within the scope of the approach. | ✔ | |||||
| 3 | Your area has the ability to transfer information about the employees and colleagues. | ✔ | |||||
| 4 | Interpret the data obtained through the use of information in the field of business, to analyze, has the ability to define problems. | ✔ | |||||
| 5 | Makes matters relating to the field of research and study. | ✔ | |||||
| 6 | Participate and take responsibility for the project meets the objectives of the projects. | ✔ | |||||
| 7 | Critically evaluates the acquired knowledge and skills. | ✔ | |||||
| 8 | Understands the need for continuity of learning | ✔ | |||||
| 9 | Required by the field of information and communication technologies. | ✔ | |||||
| 10 | Information in a foreign language tracks and communicates with colleagues. | ✔ | |||||
| 11 | Understands the importance of ethics in business and society. | ✔ | |||||
| 12 | Understands the importance of innovation and entrepreneurship. | ✔ | |||||
| 13 | Social rights, social justice, quality and cultural values, environmental protection, occupational health and safety issues are conscious. | ✔ | |||||
| Program Requirements | DK1 | DK2 | DK3 | DK4 |
|---|---|---|---|---|
| PY1 | 4 | 4 | 4 | 4 |
| PY2 | 4 | 3 | 4 | 3 |
| PY3 | 5 | 5 | 5 | 5 |
| PY4 | 4 | 4 | 4 | 4 |
| PY5 | 5 | 5 | 5 | 5 |
| PY6 | 4 | 4 | 4 | 4 |
| PY7 | 3 | 0 | 3 | 3 |
| PY8 | 4 | 4 | 4 | 4 |
| PY9 | 3 | 3 | 3 | 3 |
| PY10 | 3 | 3 | 3 | 3 |
| PY11 | 4 | 4 | 4 | 4 |
| PY12 | 3 | 3 | 3 | 3 |
| PY13 | 4 | 4 | 4 | 4 |
| Ders Kitabı veya Notu | Ders Kitabı veya Ders Notu bulunmamaktadır. |
|---|---|
| Diğer Kaynaklar |
|
| ECTS credits and course workload | Quantity | Duration (Hour) | Total Workload (Hour) | |
|---|---|---|---|---|
|
Sınavlar |
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 | |||
| *AKTS = (Total Workload) / 25,5 | ECTS Credit of the Course | 6.0 | ||
