COURSE UNIT TITLE

: MARKETING STRATEGIES

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
UAT 4022 MARKETING STRATEGIES ELECTIVE 3 0 0 3

Offered By

International Trade

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

Offered to

International Trade

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   Analyze business environment and market opportunities of companies
2   Evaluate marketing problems from a strategic point of view
3   Gain knowledge of marketing strategy design
4   Understand the role of marketing strategies in business decision making
5   Apply theories and principles of strategic marketing to real business cases

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Marketing Strategy
2 Foundations of Strategic Marketing Planning-I
3 Foundations of Strategic Marketing Planning-II
4 Opportunity Analysis, Market Segmentation, and Market Targeting-I
5 Opportunity Analysis, Market Segmentation, and Market Targeting-II
6 Product and Service Strategy and Brand Management
7 Midterm Exam
8 Midterm Exam
9 Integrated Marketing Communication Strategy-I
10 Integrated Marketing Communication Strategy-II
11 Marketing Channel Strategy and Management-I
12 Marketing Channel Strategy and Management-II
13 Pricing Strategy and Management
14 Marketing Strategy Reformulation: The Control Process
15 Final exam
16 Final exam

Recomended or Required Reading

Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall.
Kotler, P. and Armstrong, G.(2010), Principles of Marketing, New Jersey: Prentice Hall, Inc., 13th Edition.
Guiltinan, J. P., Paul, G.W. and Madden, T.J. (1997), Marketing Management: Strategies and Programs, New York: McGraw Hill, Inc.

Planned Learning Activities and Teaching Methods

Lecture by instructor, class discussion conducted by instructor, problem solving or case studies, question and answer teaching method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FIN FINAL EXAM
3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST * 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

Skill in analysis, synthesis and critical thinking; skill in problem solving; skill in application via midterm and final exams

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 12 2 24
Preparation for midterm exam 1 10 10
Preparation for final exam 1 10 10
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 84

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.1555
LO.2555
LO.3555
LO.4555
LO.5555

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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