Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
COP4463 Ata Holding - Strategic Analysis Fall 3 0 3 6
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator :
Course Lecturer(s): Prof. Dr. YAMAN ÖMER ERZURUMLU
Course Objectives: The organizations which establish and implement long-term strategies are more likely to gain sustainable success. The increasing complexity created by the rapidly changing world has increased the importance of successful strategies. The main purpose of this course is to explain the necessary analysis and methodologies to establish a competitive strategy. In order to create a succesful strategy, competitor analysis, company analysis, market analysis and customer analysis should be conducted carefully and attentively. In addition to this, for interpreting these analyses and creating the strategy basing on these analyses, some consulting methodologies, matrices and templates will be explained to the students. Therefore, they will have the opportunity to gain practical experience as well.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1) The student will gain knowledge on what strategy is and what the main concepts are.
2) They will learn the foundation of the staretgy which are competitor analysis, financial analysis, company analysis, market analysis and customer analysis.
3) They will understand the methodologies of researching.
4)They will learn how to establish a strategy by interpreting all the analyses conducted and all the data gathered
5) They will have the opportunity to practise via case studies.
6) They will be able to ask questions directly to guest speakers with real experience on creating strategies

Course Content

Introduction to Strategy and Main Concept of Strategy
Competitor Analysis
Understanding Competitor Strategies
Research Metodologies
Financial and Operational Key Ratios and Key Performance Indicators
Cost and Profitability Analysis
Market Definition and Sizing
Strategic Frameworks
Market Segmentation and Channels
Customer Segmentation and Analysis
Customer Loyalty and Satisfaction
Strategy Implementation
From Strategy to Decision&Result - Following up with KPIs

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction to Strategy and Main Concept of Strategy Presentation
2) Competitor Analysis Presentation / Case Study
3) Understanding Competitor Strategies Presentation / Case Study
4) Research Metodologies Presentation / Case Study
5) Financial and Operational Key Ratios and Key Performance Indicators Presentation / Case Study
6) Benchmarking Presentation / Case Study
7) Cost and Profitability Analysis Presentation / Case Study
8) Market Definition and Sizing Presentation / Case Study
9) Strategic Frameworks Presentation / Case Study
10) Market Segmentation and Channels Presentation / Case Study
11) Customer Segmentation and Analysis Presentation / Case Study
12) Customer Loyalty and Satisfaction Presentation / Case Study
13) Strategy Implementation Presentation / Case Study
14) From Strategy to Decision&Result - Following up with KPIs Presentation / Case Study


Course Notes / Textbooks: Dersi verecek kişi tarafından sunumlar ve vaka çalışmaları hazırlanacaktır
Notes and cases will be provided by the lecturer
References: Contemporary Strategy Analysis - Robert M. Grant, 8th ed. 2013, Wiley. ISBN-13: 978-1119941880
Strategic Analysis and Action - Crosssan etal., 7th ed., Prentice Hall, ISBN-13: 978-0132061421
Blue Ocean Strategy - W. Chan Kim and Renée Mauborgne, 2015, Harvard, ISBN-13: 978-1625274496

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Quizzes 4 % 15
Presentation 1 % 15
Midterms 1 % 30
Final 1 % 40
Total % 100
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Study Hours Out of Class 14 7 98
Presentations / Seminar 1 3 3
Midterms 1 2 2
Final 1 2 2
Total Workload 147

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) To be able to critically interpret and discuss the theories, the concepts, the traditions, and the developments in the history of thought which are fundamental for the field of new media, journalism and communication.
2) To be able to attain written, oral and visual knowledge about technical equipment and software used in the process of news and the content production in new media, and to be able to acquire effective abilities to use them on a professional level.
3) To be able to get information about the institutional agents and generally about the sector operating in the field of new media, journalism and communication, and to be able to critically evaluate them.
4) To be able to comprehend the reactions of the readers, the listeners, the audiences and the users to the changing roles of media environments, and to be able to provide and circulate an original contents for them and to predict future trends.
5) To be able to apprehend the basic theories, the concepts and the thoughts related to neighbouring fields of new media and journalism in a critical manner.
6) To be able to grasp global and technological changes in the field of communication, and the relations due to with their effects on the local agents.
7) To be able to develop skills on gathering necessary data by using scientific methods, analyzing and circulating them in order to produce content.
8) To be able to develop acquired knowledge, skills and competence upon social aims by being legally and ethically responsible for a lifetime, and to be able to use them in order to provide social benefit.
9) To be able to operate collaborative projects with national/international colleagues in the field of new media, journalism and communication.
10) To be able to improve skills on creating works in various formats and which are qualified to be published on the prestigious national and international channels.