| MBA (TURKISH, NONTHESIS, DISTANCE EDUCATION) | |||||
| 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 | Spring | 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 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. |
|
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) | Being able to develop and deepen their knowledge at the level of expertise in the same or a different field, based on undergraduate level qualifications. | 4 |
| 2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field. | 3 |
| 3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field and to produce solutions by taking responsibility. | 4 |
| 4) | To be able to interpret and create new knowledge by integrating the knowledge gained in the field with the knowledge from different disciplines, | 3 |
| 5) | To be able to systematically transfer current developments in the field and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | 5 |
| 6) | To be able to develop strategy, policy and implementation plans in the fields related to the field and to evaluate the obtained results within the framework of quality processes. | 4 |