COURSE UNIT TITLE

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU ILTER

Offered to

BUSINESS ADMINISTRATION

Course Objective

This course aims to provide students an understanding of applying marketing strategies in real world situations. It is aimed to make students become aware about the competitive and industry analysis through a marketing perspective.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

1. Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall.
2. Kotler, Philip and Armstrong, Gary (2010), Principles of Marketing, New Jersey: Prentice Hall, Inc., 13th Edition.
3. Guiltinan, Joseph P., Paul, G.W. and Madden, T.J. (1997), Marketing Management: Strategies and Programs, New York: McGraw Hill, Inc.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Discussion
3. Group Work
4. Presentations

Assessment Methods

Further Notes About Assessment Methods

None

Assessment Criteria

1. Late submissions of reports will not be graded
2. No excuses for the assignments, case studies and projects will be accepted

Mini Application
1) Identify three companies from the same industry: Identification of three companies from the same industry: one market leader, market follower, challenger or nicher (20 points).
2) Define Competitive Strategy: Identify competitors' strategies applied by the three companies you have chosen (40 points).
3) Provide related proof of the competitive strategies you have stated: show advertisement, new product introduction, and pricing strategies as indicators of selected competitive strategies (40 points).

Industry Analysis Evaluation Criterian
1) Executive Summary and Introduction: Write an abstract about the selected industry and make a brief introduction for the selected industry (5 points).
2) Definition and History of the Selected Industry: Define the selected industry, and explain the historical background of the industry (5 points).
3) General Characteristics of the Selected Industry: Define the Growth Rate and Production Rate of the selected industry, Provide Export and Import information of the selected industry with given real numbers and statistics, explain the industry position in the World and Türkiye, define Market Structure, Types of Industry, Capacity Usage Rate of the selected industry (15 points).
4) Macro environmental analysis (PESTEL): Provide the macro-environmental analysis of the selected industry for the Turkish market, and give precise information about how macro-environmental changes affect the industry (15 points).
5) Porter s 5 Forces Model, and SWOT Analysis: Apply the Porter s 5 Forces model for the selected industry for the Turkish market. At the end of the analysis, provide your opinion regarding each force. State if those forces are favorable or unfavorable for the industry (15 points)
6) Key Success Factors: Define key success factors for selected industry (5 points)
7) Competitor Analysis: Analyze Domestic and International Competitors (10 points)
8) Future Trends: Define what kind of new trends will be waiting for the industry in the future (5 points)
9) Suggestions for the industry players and government: Give suggestions to the industry players and policy builders to enhance the success of the industry (5 points)
10) Conclusion and References: Write a Conclusion and References using APA format at the end of the paper (5 points)
11) Professional Presentation: During your presentation, it is expected to make a professional presentation (maintain eye contact, do not read, organize slide structure, and have comprehensive knowledge of the subject) (15 points).

Each aspects will be graded by using the following rubric:

This particular element is absent or or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Language of Instruction

English

Course Policies and Rules

1. Students will attend 70% of the course.
2. Students are expected to participate actively in class discussions.
3. Students are expected to attend to classes on time.
4. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Prof. Dr. Burcu ILTER
E-mail: burcu.ilter@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes