ISL5205 Marketing StrategiesBahçeşehir UniversityDegree Programs STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NONTHESIS)General Information For StudentsDiploma SupplementErasmus Policy StatementBologna CommissionNational Qualifications
STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NONTHESIS)
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 Spring 3 0 3 8
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: Turkish
Type of 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.

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
1) Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. 5
2) To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing and branding. 5
3) To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and branding and to produce solutions by taking responsibility. 5
4) To be able to critically evaluate the knowledge and skills acquired in the field of marketing and brands expertise and to direct their learning. 5
5) To be able to systematically convey the current developments in the field of marketing and brandıng 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 field of marketing and branding and to evaluate the results obtained within the framework of quality processes. 5