COURSE UNIT TITLE

: STRATEGIC MARKETING MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 5051 STRATEGIC MARKETING MANAGEMENT ELECTIVE 3 0 0 6

Offered By

Business Administration (English)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU ILTER

Offered to

Business Administration (English)

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

1   Demonstrate an understanding of basic marketing strategies in business enterprises.
2   Apply and analyze marketing strategies.
3   Explain and demonstrate real marketing applications through case studies
4   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
5   Demonstrate high communication skills through presenting a written report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Intorduction
2 Marketing Strategies, Environment, Marketing Research
3 Assignment 1
4 Customer Value
5 Consumer Behavior
6 Assignment 2
7 Segmentation, Targeting, Positioning
8 Midterm
9 Assignment 3
10 Product and Services
11 Pricing
12 Assignment 4
13 Place + Logistics
14 Promotion

Recomended or Required Reading

Kotler, P. & Keller, K. L. (2016), Marketing Management, Global Edition, 15th Edition, NJ: Pearson.

Planned Learning Activities and Teaching Methods

Lecture, Discussion, Teamwork, Presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 PRJ PROJECT
3 PRS PRESENTATION
4 FIN FINAL EXAM
5 FCG FINAL COURSE GRADE MTE* 0.20 + PRJ* 0.20 + PRS* 0.20 + FIN* 0.40
6 RST RESIT
7 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + PRJ * 0.20 + PRS * 0.20 + RST* 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1) MIDTERM EXAM: Midterm exam will be based on essays and discussions, which evaluate understanding, synthesis and evaluation of the lecture material and topics discussed in the class.
2) TERM PROJECT: Students will prepare 4 assignments throughout the semester related to the topics discussed in the class. Students are expected to prepare a written report and make a presentation about each of the assignment topics. Term project grade will be the total of the grades students take from the assignment.
3) FINAL EXAM: Students will be assessed on their knowledge of concepts through essay type questions.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.

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

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparing presentations 4 5 20
Preparing assignments 4 5 20
Preparation for final exam 1 25 25
Preparation for midterm exam 1 15 15
Preparations before/after weekly lectures 13 2 26
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 149

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6
LO.15
LO.255
LO.355
LO.45
LO.55

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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