İŞL610


Course Title Course Code Program Level
Stratejik Pazarlama Yönetimi İŞL610 İşletme Doktora M.A / M.Sc.

Course Term
(Course Semester)
Teaching and Learning Methods
Credits
Theory Practice Lab Projects/Field Work Seminars/Workshops Other Total Credits ECTS Credits
02
(Spring)
42 60 80 182 3 8

Teaching Staff Prof. Dr. Akın KOÇAK
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)
The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO)

 

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