TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	2
SEMESTER	Fourth Term (Spring)
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	Professor Zeliha Eser Associate Professor Selay Ilgaz Sümer
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Know why strategic marketing planning is important. 2) Know how to make SWOT analysis. 3) Know strategies of product, price, promotion and place. 4) Develop plans for marketing strategies. 5) Know portfolio analysis.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	Yes(BUS231)
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	No
COURSE DEFINITION	The main topics of the course are the establishment and application of marketing strategy. Evaluation of market opportunities and boundaries, development of marketing objectives, development, and application of marketing strategy and marketing plans are analyzed.
COURSE CONTENTS	WEEK TOPICS 1st Week Introduction 2nd Week Marketing and Concept of Planning Strategy 3rd Week Strategic Marketing 4th Week Corporate Appraisal 5th Week Understanding Competition,Focusing on the Customer 6th Week Scanning the Environment 7th Week Midterm Exam 8th Week Measuring Strengths and Weaknesses,Developing Marketing Objectives and Goals,Strategy Selection 9th Week Portfolio Analysis,Organizational Structure,Strategic Tools 10th Week Market Strategies 11th Week Product Strategies,Pricing Strategies 12th Week Distribution Strategies,Promotion Strategies,Global Market Strategies 13th Week Project Presentations and Report Submission 14th Week Project Presentations and Report Submission
RECOMENDED OR REQUIRED READING	Subhash C. Jain, Marketing: Planning & Strategy, Thomson Custom Publishing.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Questions/Answers,Discussion,Lecture
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 30 Project 1 20 Presentation of Case Study 5 10 Total(%) 60 Contribution of In-term Studies to Overall Grade(%) 60 Contribution of Final Examination to Overall Grade(%) 40 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 1,5 1,5 Preparation for Quiz Individual or group work 1 20 20 Preparation for Final exam 1 35 35 Course hours 14 3 42 Preparation for Midterm exam 1 35 35 Laboratory (including preparation) Final exam 1 1,5 1,5 Homework Project 1 20 20 Case Study Presentation 5 1 5 Total Workload 160 Total Workload / 30 5,33 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No