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
EMB 7037 STRATEGIC MARKETING MANAGEMENT COMPULSORY 3 0 0 8

Offered By

Business Administration for Executives (Evening)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSISTANT PROFESSOR SUMEYRA DUMAN

Offered to

Business Administration for Executives (Evening)

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 INTRODUCTION
2 Chapter 1: Marketing: Creating and Capturing Customer Value
3 Chapter 3: Analyzing The Marketing Environment
4 Chapter 5: Consumer Markets and Consumer Buyer Behavior
5 Chapter 6: Business Markets and Business Buyer Behavior
6 Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
7 MIDTERM
8 Chapter 8: Product, Services, and Brands: Building Customer Value
9 Chapter 9: New-Product Development and Product Life-Cycle Strategies
10 Chapter 10: Pricing: Understanding and Capturing Customer Value Chapter 11: Pricing Strategies: Additional Considerations
11 Chapter 12: Marketing Channels: Delivering Customer Value
12 Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
13 Chapter 19:The Global Market Place Chapter 20:Sustainable Marketing: Social Responsibility and Ethics
14 CASE STUDY

Recomended or Required Reading

Kotler, P. & Armstrong, G. (2014), Principles of Marketing, New Jersey: Prentice Hall, 15th Edition.
Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecture, project, presentations

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 * 0.40 + STT * 0.20 + FIN * 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + STT * 0.20 + RST * 0.40


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

Further Notes About Assessment Methods

None

Assessment Criteria

1. MIDTERM EXAM: Midterm exam will be based on essays which evaluate understanding, synthesis and evaluation of the text book and the lecture material.
2. ASSIGNMENTS: Students as a group (max 3 students) will prepare a case analysis. Guidelines for preparing the case will be given by the instructor. By the help of this guideline, each group will submit their written case report. The case report should be handed in at the beginning of the class regardless of whether you attend the class or not. Late reports will not be accepted. One of the groups will be randomly picked to present their case analysis to the class. The rest of the class is encouraged to ask questions and participate in the discussion. The instructor s role is to manage the discussion. Remember that the quality of the discussion is the responsibility of the whole class. The assignment grade will consist of grades taken from written report, presentation and participation to discussions.
3. FINAL EXAM: Students will be assessed on their knowledge of concepts and theories through essay and test-type questions.

Language of Instruction

English

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.

Contact Details for the Lecturer(s)

sumeyra.kurt@deu.edu.tr

Office Hours

will be announced later.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparations before/after weekly lectures 13 2 26
Preparation for midterm exam 1 40 40
Preparation for final exam 1 50 50
Preparing assignments 1 30 30
Preparing presentations 1 20 20
Final 1 3 3
Midterm 1 2 2
TOTAL WORKLOAD (hours) 210

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
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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