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(MAN231)
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	Main topics of the course are 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 Course Introduction 2nd Week Planning and Strategy Concepts 3rd Week Strategic Marketing 4th Week Company Valuation 5th Week Understanding the Competition, Focusing on the Customer 6th Week Environmental Review 7th Week Measuring Strengths and Weaknesses, Developing Marketing Goals and Targets, Strategy Selection 8th Week Portfolio Analysis, Organizational Structure, Strategic Tools 9th Week Market Strategies 10th Week Product Strategies, Pricing Strategies 11th Week Distribution Strategies 12th Week Promotion Strategies, Global Market Strategies 13th Week Project Presentation and Report Delivery 14th Week Project Presentation and Report Delivery
RECOMENDED OR REQUIRED READING	Pazarlama: Kavramlar-İlkeler-Kararlar Zeliha Eser, Sezer Korkmaz, Sevgi Ayşe Öztürk, 4. Baskı, Siyasal Kitabevi Subhash Jain, Strategic Marketing Kitabının Türkçeleştirilmiş Ders Notları Bazı Markaların Pazarlama Stratejilerine Yönelik Videolar Sektörel Konuşmacılar
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion,Project,Other,Presentation,Case Study
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Project 1 35 Other 1 35 Total(%) 70 Contribution of In-term Studies to Overall Grade(%) 70 Contribution of Final Examination to Overall Grade(%) 30 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz Individual or group work 14 1 14 Preparation for Final exam 1 40 40 Course hours 14 3 42 Preparation for Midterm exam 1 30 30 Laboratory (including preparation) Final exam 1 2 2 Homework Project 1 20 20 Total Workload 150 Total Workload / 30 5 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No