COURSE UNIT TITLE

: STRATEGIC MARKETING MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 5011 STRATEGIC MARKETING MANAGEMENT COMPULSORY 3 0 0 5

Offered By

Business Administration (English)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR AYŞE GÜL BAYRAKTAROĞLU

Offered to

Business Administration (English)

Course Objective

This course aims to provide students an understanding of applying marketing strategies in real world situations. It is aimed to make students become aware about the competitive and industry analysis through a marketing perspective.

Learning Outcomes of the Course Unit

1   Demonstrate an understanding of basic marketing strategies in business enterprises.
2   Apply and analyze marketing strategies.
3   Explain and demonstrate real marketing applications through case studies
4   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
5   Demonstrate high communication skills through presenting a written report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Overview of Marketing
2 Environmental Analysis
3 Consumer/Industrial Buyer Behavior
4 Market Segmentation
5 Product, Pricing, Promotion and Distribution
6 Corporate Strategies
7 Market Analysis Market Measurement
8 Sector Analysis - Assignment
9 Midterm Exam
10 Marketing Strategies for New Market Entries Presentations of Marketing Plan
11 Marketing Strategies for New Market Entries Presentations of Marketing Plan
12 Marketing Strategies for Growth Markets Presentations of Marketing Plan
13 Marketing Strategies for Growth Markets Presentations of Marketing Plan
14 Marketing Strategies for Mature and Declining Markets Presentations of Marketing Plan
15 Marketing Strategies for Mature and Declining Markets Presentations of Marketing Plan

Recomended or Required Reading

Guiltinan, J.P. Paul, G.W. & Madden T.J. (1997). Marketing Management: Strategies and Programs, NY: McGraw Hill, Inc.
Kotler, P. & Armstrong, G. (2011 or 2014). Principles of Marketing. N.J.: Pearson Education, Inc.
Aaker, D.A. & Mc Loughlin, D. (2007). Strategic Market Management (European Edition). England: John Wiley & Sons, Ltd.

Planned Learning Activities and Teaching Methods

Lecture, project, presentations, midterm exam, final exam.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40

Further Notes About Assessment Methods

None

Assessment Criteria

1. Midterm and final exams will be based on essays which evaluate understanding, synthesis and evaluation of the text book and the lecture material.
2. Groups will identify the marketing strategies of a specific firm and design a marketing plan for these strategies.
3. Presentations will be assessed on preparation, understanding, knowledge, capacity to structure, oral communication skills, ability to respond to questions and manage discussion

Language of Instruction

Turkish

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

gul.bayraktar@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparation for final exam 1 15 15
Preparing assignments 1 20 20
Preparation for final exam 1 20 20
Preparation for midterm exam 1 20 20
Preparations before/after weekly lectures 13 1 13
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 131

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8
LO.15
LO.25
LO.35
LO.45
LO.55

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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