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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 5001 MARKETING MANAGEMENT STRATEGIES COMPULSORY 3 0 0 5

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR SEMRA AYTUĞ

Offered to

Marketing Management

Course Objective

Aims to put the place of strategic dimension of marketing management forward in changing marketing orientation.

Learning Outcomes of the Course Unit

1   Understanding the concepts related to marketing management 2   Evaluation and interpretation of marketing strategies of businesses 3   Preparation and implementation of strategic marketing plan 4   Formation of marketing strategies and gaining the implementation skills 5   Gaining skills in analysis and controlling of marketing activities

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction and Course Description 2 Marketing concept and a general view to the strategic marketing management 3 Marketing/environmental factors 4 Market analysis/positioning strategies 5 Target-market strategies 6 Customer and competition analysis 7 Strategic marketing planning 8 Industrial product marketing 9 Growing and competition strategies 10 Case study 11 Marketing planning and auditing 12 Case study 13 Marketing organization 14 Conclusion and Evaluation

Recomended or Required Reading

Kotler Philip, Gary Armstrong, Principles of Marketing, Upper Saddle River, New Jersey, 2004 Kotler Philip and Keller Kevin Lane, Marketing Management 12e Pearson Prentice Hall Upper Saddle River New Jersey 2006 Aytuğ, Semra ve Özgüven, Nihan, Pazarlama Yönetimi, Detay Yayıncılık, 2011

Planned Learning Activities and Teaching Methods

The course will be carried out heavily with argumentation or interactive method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparation for midterm exam 1 20 20 Preparation for final exam 1 25 25 Preparations before/after weekly lectures 14 3 42 Final 1 1,5 2 Midterm 1 1,5 2 TOTAL WORKLOAD (hours) 133

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 LO.1 1 LO.2 1 LO.3 1 LO.4 1 LO.5 1