| Teaching Staff
|
Dr.Ögr.Üyesi Leyla GÖDEKMERDAN ÖNDER |
| Language of Instruction |
Türkçe (Turkish) |
| Type Of Course |
Compulsory |
| Prerequisites |
|
| Recommended Optional Programme Component |
|
| Course Objectives |
This course provides a strategic marketing management perspective focused on the process of developing a marketing strategy and designing the most appropriate marketing mix to achieve the chosen strategy. Specifically, the purpose of this course is:
-To introduce the key elements of the marketing strategy,
- to provide a robust framework for problem analysis and action planning,
– and develop the student's leadership, analytical and communication skills. |
| Course Content |
The course focuses on setting up product strategy, designing and managing services, developing pricing strategies and programs, managing integrated marketing channels, managing mass communications: Advertising, sales promotions, events, experiences, and managing a long-term holistic marketing organization with public relations. |
| Learning Outcomes (LO) |
At the end of this course, students will be able to:
1) develop marketing strategies,
2) understand the environment in which a company operates, identify opportunities and threats,
3) identify and solve marketing problems,
4) develop marketing mix strategies and actionable marketing plans. |
| Mode of Delivery |
Face to face |
| Course Outline |
| Week |
Topics |
| 1. Week |
Addressing Competition and Increasing Growth |
| 2. Week |
Determining product strategy |
| 3. Week |
Design and Management of Services |
| 4. Week |
Introduction of new market offerings |
| 5. Week |
Development of Pricing Strategies and Programs |
| 6. Week |
Designing and Managing Integrated Marketing Channels |
| 7. Week |
Retailing, Wholesaling and Logistic Management |
| 8. Week |
Midterm |
| 9. Week |
Design and Management of Integrated Marketing Communication |
| 10. Week |
Managing Audience Communication: Advertising, Sales Promotions, Events, Experiences and Public Relations |
| 11. Week |
Managing Digital Communications: Online, Mobile and Social Media |
| 12. Week |
Managing Personal Communication: Direct marketing, Database Marketing and Personal Sales |
| 13. Week |
Managing a holistic marketing organization in the long term |
| 14. Week |
Final exam |
|
| Assessment |
| |
Percentage(%) |
| Mid-term (%) |
40 |
| Quizes (%) |
|
| Homeworks/Term papers (%) |
|
| Practice (%) |
|
| Labs (%) |
|
| Projects/Field Work (%) |
|
| Seminars/Workshops (%) |
|
| Final (%) |
60 |
| Other (%) |
|
| Total(%) |
100 |
|
| Course Book (s) and/or References |
Philip Kotler & Kevin Lane Keller (2016) Marketing Management, Pearson, Global Edition 15, ISBN-13: 978-1-292-09262-1 |
| Work Placement(s) |
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| The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO) |
| PY1 | PY2 | PY3 | PY4 | PY5 | PY6 | PY7 | PY8 | PY9 | PY10 | PY11 | PY12 | PY13 | PY14 | ÖÇ1 | 3 | | | | | | 2 | | | | | | 4 | | ÖÇ2 | | | | | 4 | | | | | | | | | | ÖÇ3 | | | 2 | | | | | | 3 | | | | | 5 | ÖÇ4 | | 5 | | | | 2 | | | | | | 5 | | |
|