COURSE UNIT TITLE

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

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

Kotler, Philip, Keller, Kevin Lane & Chernev, Alexander (2022), Marketing Management, Pearson, 16th Edition.

Planned Learning Activities and Teaching Methods

Lecture, Discussion, Teamwork, Presentation

Assessment Methods

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 are expected to prepare a term project, which includes a marketing plan based on a new product/service in Türkiye.
3) FINAL EXAM: Students will be assessed on their knowledge of concepts through essay type questions.

Term Project 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).

All the whole criterian would be evaluated using the following scale:
This particular element is absent 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. 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.

Contact Details for the Lecturer(s)

Assoc. Prof. Ilayda IPEK
e-mail: ilayda.gungor@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes