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
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)