BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| 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 |