BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
Course Introduction and Application Information
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5205 | Marketing Strategies | Fall | 3 | 0 | 3 | 8 |
Basic information
| 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 Prof. Dr. GÖZDE ÖYMEN Assist. Prof. FİLİZ BOZKURT Assist. Prof. KAZIM SELÇUK TUZCUOĞLU Assoc. Prof. GÜLBERK GÜLTEKİN SALMAN Assoc. Prof. BURÇAK VATANSEVER DURMAZ Prof. Dr. FİGEN YILDIRIM Prof. Dr. ELİF OKAN Instructor REHA TARTICI Prof. Dr. CEYDA AYSUNA TÜRKYILMAZ Instructor HAKAN ASLAN Prof. Dr. AHU ERGEN |
| 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. |
Learning Outcomes
|
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 |
Course Content
| 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 |
Weekly Detailed Course Contents
| 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 |
Sources
| 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. |
Evaluation System
| 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 | |
ECTS / Workload Table
| 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 | ||
Contribution of Learning Outcomes to Programme Outcomes
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 0) | 2-It leads management which decided to be a brand, to treat strategically for efficency on brand studies. | |
| 0) | 1-It grows marketing managers who take forward his company with customer centered aprroach and within a framework of age neccessary. | |
| 1) | Ability to collect, process, and analyze consumer data to make informed marketing decisions | |
| 2) | Identify core concepts of marketing and the role of marketing in business and society. | |
| 3) | Knowledge of social, legal, ethical and technological forces on marketing decision-making. | |
| 4) | Ability to communicate the unique marketing mixes and selling propositions for specific product offerings. | |
| 5) | Ability to construct written sales plans and a professional interactive oral sales presentation. | |
| 6) | Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers. | |
| 7) | To provide students a detailed theoretical foundation in advertising and brand communications fields in order to support their career in communication field. | |
| 8) | Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advetising and brand communication |