| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Master's Degree Without Thesis |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 10 |
| NAME OF LECTURER(S) | -
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Learn to think in a marketing way.
2) Know the product, price, place and promotion strategies.
3) Know how to develop and implement marketing strategies.
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | |
| COURSE DEFINITION | Companies need a marketing plan to achieve corporate missions and to gain competitive advantage over potential rivals. Well defined positioning strategy is crucial for surviving turbulent and complex work environments. Firms have to craft unique marketing strategy in order to increase their market share and become a market leader. However, each stage of organizational growth requires different strategic movements. At the end of this lesson students will be able to design a distinctive market strategy and they will be able to adjust it to conform different market conditions. Techniques as situation analysis, market analysis and competition analysis will be taught within the scope of this lesson. In addition, attendees will learn contemporary strategic marketing concepts such as price flexibility, market segmentation, brand loyalty, chain of distribution, product positioning. |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Planning and strategy & Historical development of strategy | | 2nd Week | Strategic marketing, corporate appraisal | | 3rd Week | Considering competitors, focusing on the customer | | 4th Week | Scanning the environment | | 5th Week | Determining the strenghts and weaknesses of the firm | | 6th Week | Determining marketing objectives and goals | | 7th Week | Strategy selection | | 8th Week | Mid-term examination | | 9th Week | Organizational structure, strategic tools | | 10th Week | Market strategies | | 11th Week | Product strategies | | 12th Week | Pricing strategies | | 13th Week | Distribution strategies | | 14th Week | Promotion strategies |
|
| RECOMENDED OR REQUIRED READING | Jain, Subhash C. (2004). Marketing Planning and Strategy. 7. Edition, South-Western College Publishing. |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Discussion,Presentation,Problem Solving |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Mid-term | 1 | 20 | | Project | 1 | 15 | | Attendance | 1 | 10 | | Presentation of Article | 1 | 15 | | Presentation of Case Study | 1 | 15 | | Total(%) | | 75 | | Contribution of In-term Studies to Overall Grade(%) | | 75 | | Contribution of Final Examination to Overall Grade(%) | | 25 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 1 | 1 | | Preparation for Quiz | 2 | 10 | 20 | | Individual or group work | 1 | 36 | 36 | | Preparation for Final exam | 1 | 120 | 120 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | 1 | 60 | 60 | | Laboratory (including preparation) | | | | | Final exam | 1 | 1 | 1 | | Homework | 1 | 20 | 20 | | Total Workload | | | 300 |
|---|
| Total Workload / 30 | | | 10 |
|---|
| ECTS Credits of the Course | | | 10 |
|---|
|
| LANGUAGE OF INSTRUCTION | English |
| WORK PLACEMENT(S) | No |
| | |
