COURSE UNIT TITLE

: MARKETING STRATEGIES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 3001 MARKETING STRATEGIES COMPULSORY 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU ILTER

Offered to

BUSINESS ADMINISTRATION

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 through assignments and case studies.
3   Explain and demonstrate real marketing applications through field studies regarding company strategies and industry analysis.
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

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 INTRODUCTION
2 Market Orientation, Marketing Management, and the Marketing Planning Process; Corporate Marketing Planning
3 Market Orientation, Marketing Management, and the Marketing Planning Process; Corporate Marketing Planning
4 Situation Analysis : Market Analysis; Situation Analysis : Competitive Analysis
5 Assignment 1: Portfolio Analysis
6 Creating Competitive Advantage
7 Assignment 2: Competitive Strategies
8 Situation Analysis: Market Measurement
9 Profitability and Productivity Analysis
10 Field Study & Industry Analysis Presentations
11 Field Study & Industry Analysis Presentations
12 Field Study & Industry Analysis Presentations

Recomended or Required Reading

1. Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall.
2. Kotler, Philip and Armstrong, Gary (2010), Principles of Marketing, New Jersey: Prentice Hall, Inc., 13th Edition.
3. Guiltinan, Joseph 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

1. Lecture
2. Discussion
3. Group Work
4. Presentations
5. Field Study

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 ASS Assignment
3 PRS Presentation
4 FCG FINAL COURSE GRADE MT * 0.40 +ASS * 0.20 +PRS * 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Late submissions of reports will not be graded
2. No excuses for the assignments, case studies and projects will be accepted

Language of Instruction

English

Course Policies and Rules

1. Students will attend 70% of the course.
2. Students are expected to participate actively in class discussions.
3. Students are expected to attend to classes on time.
4. Students must obey the time limits of their presentation.

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
Tutorials 0 0 0
Preparations before/after weekly lectures 12 2 24
Preparation for midterm exam 1 20 20
Preparing assignments 3 10 30
Preparing presentations 3 5 15
Preparation for final exam 0 0 0
Preparation for quiz etc. 0 0 0
Reading 0 0 0
Field study 0 0 0
Preparations before/after weekly lectures 0 0 0
Final 0 0 0
Quiz etc. 0 0 0
Midterm 1 1,5 2
TOTAL WORKLOAD (hours) 127

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.155345
LO.25434
LO.354
LO.455
LO.55555