TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Master's Degree With Thesis
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	Professor Zeliha Eser
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Know the difficulties and opportunities that a marketing manager faces 2) Implement, evaluate and control the steps of marketing planning process 3) Know the conditions of maintaining and sustaining long-term customer relationship. 4) Implement to the problems of marketing planning and devise solutions using learning during course experience 5) Are ethically aware and socially responsible 6) Are knowledgeable and enough aware about environmental protection and job security
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION	Based on the company's strategic planning, strategic work units are determined. New work units are planned. After implementing environmental analysis, methods of strategy development are emphasized. By taking into consideration the marketing processes, development of marketing strategies, planning of the marketing programs, product planning and the similar topics are discussed. By deciding on how to implement competitor and client analysis and forecasting market opportunities, market analysis and strategies are combined.
COURSE CONTENTS	WEEK TOPICS 1st Week Introduction to the course and strategic marketing planning 2nd Week Environmental analysis: External, internal and customer environment 3rd Week SWOT analysis 4th Week Developing Marketing Objectives and Goals 5th Week Market Segmentation and Target Market Selection 6th Week Formulation of Marketing Strategies 7th Week Formulation of Marketing Strategies (Product Strategies) 8th Week Mid-term examination 9th Week Formulation of Marketing Strategies (Price strategies) 10th Week Formulation of Marketing Strategies (Distribution Strategies) 11th Week Formulation of Marketing Strategies (Promotion strategies) 12th Week Implementation of the Marketing Plan and Control 13th Week Budgeting, Control, ethical Considerations 14th Week Project presentation
RECOMENDED OR REQUIRED READING	Ferrell, O.C. ; M. D. Hartline (2011). Marketing Strategy, South Western Publishing
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Project 1 15 Total(%) 55 Contribution of In-term Studies to Overall Grade(%) 55 Contribution of Final Examination to Overall Grade(%) 45 Total(%) 100
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No