| MBA (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5205 | Marketing Strategies | Fall | 3 | 0 | 3 | 8 |
| Language of instruction: | Turkish |
| Type of course: | Must Course |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assist. Prof. BURÇAK PERKER |
| Course Lecturer(s): |
Prof. Dr. YAMAN ÖZTEK Assoc. Prof. ÖZLEN ONURLU Assoc. Prof. UĞUR CEVDET PANAYIRCI Assist. Prof. FATİH ANIL Prof. Dr. GÖZDE ÖYMEN Prof. Dr. YUSUF CAN ERDEM Assist. Prof. FİLİZ BOZKURT Assist. Prof. KAZIM SELÇUK TUZCUOĞLU Assoc. Prof. GÜLBERK GÜLTEKİN SALMAN Assist. Prof. BURCU İNCİ Assoc. Prof. BURÇAK VATANSEVER DURMAZ Prof. Dr. FİGEN YILDIRIM Prof. Dr. ELİF OKAN Prof. Dr. ÖZGÜR ÇENGEL Instructor REHA TARTICI Prof. Dr. CEYDA AYSUNA TÜRKYILMAZ Instructor HAKAN ASLAN Instructor SABA GAMZE ORAL Assist. Prof. SERHAT DAĞLI Assist. Prof. ASLI TOLUNAY Dr. Öğr. Görevlisi İBRAHİM BUĞRA DOĞANCI Instructor GÜNGÖR HACIOĞLU Instructor MEHMET EMİN ÖRGE Prof. Dr. AHU ERGEN Assoc. Prof. METEHAN TOLON |
| Recommended Optional Program Components: | NONE |
| Course Objectives: | The objective of this course is to provide students with advanced knowledge of marketing strategies, develop their ability to make strategic marketing decisions, and support them in designing sustainable strategies in competitive markets. |
|
The students who have succeeded in this course; Upon successful completion of this course, students will be able to: Explain the fundamental theories and models of marketing strategy. Develop a strategic marketing plan. Apply market segmentation, targeting, and positioning strategies. Conduct competitive analysis and make differentiation and positioning decisions. Evaluate product, pricing, distribution, and promotion strategies holistically. Make strategic marketing decisions in real business scenarios |
| Introduction to strategic marketing Market and competition analysis Consumer behavior and value creation Target market selection and positioning strategies Product and brand strategies Pricing strategies Distribution and channel management strategies Promotion and communication strategies Digital strategies and the impact of technology Preparing a strategic marketing plan Case studies and sectoral applications |
| Week | Subject | Related Preparation |
| 1) | Introduction to Strategic Marketing | |
| 2) | Market and Competitive Analysis | |
| 3) | Consumer Behavior and Value Creation | |
| 4) | Product and Brand Strategies | |
| 5) | Target Market Selection and Positioning Strategies | |
| 6) | Pricing Strategies | |
| 7) | Distribution and Channel Management Strategies | |
| 8) | Promotion and Communication Strategies | |
| 9) | Digital Strategies and the Impact of Technology | |
| 10) | Strategic Marketing Plan Development | |
| 11) | Case Studies and Sectoral Applications | |
| 12) | Case Studies and Sectoral Applications | |
| 13) | Student Presentations I | |
| 14) | Student Presentations II and Final Evaluation |
| Course Notes / Textbooks: | Aaker, D. A. & McLoughlin, D. (2017). Strategic Market Management: Global Perspectives. Wiley. Ders notları, vaka analizleri ve ek materyaller dönem boyunca sağlanacaktır. |
| References: | Kotler, P. & Keller, K. L. (2022). Marketing Management (16th Edition). Pearson. Walker, O. C., Mullins, J. W., & Boyd, H. W. (2018). Marketing Strategy: A Decision-Focused Approach (8th Edition). McGraw-Hill. Güncel akademik makaleler, Harvard Business Review yazıları, sektörel raporlar ve vaka çalışmaları. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Project | 1 | % 50 |
| Final | 1 | % 50 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 0 | |
| PERCENTAGE OF FINAL WORK | % 100 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Field Work | 2 | 3 | 6 |
| Study Hours Out of Class | 14 | 8 | 112 |
| Project | 1 | 25 | 25 |
| Midterms | 1 | 3 | 3 |
| Total Workload | 188 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, | |
| 2) | Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, | |
| 3) | Using theoretical and practical information and skills gained at the expertise level in the field business administration, | |
| 4) | Analyzing problems requiring expertise in the field business administration by using scientific research methods, | |
| 5) | Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, | |
| 6) | Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, | |
| 7) | Evaluating the knowledge related to the field of business administration through critical perspective, | |
| 8) | Communicating systematically the recent developments and one’s s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, | |
| 9) | Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. | |
| 10) | Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, |