MBA677 - MARKETING STRATEGIES
| Course Name | Code | Semester | Theory (hours/week) |
Application (hours/week) |
Credit | ECTS |
|---|---|---|---|---|---|---|
| MARKETING STRATEGIES | MBA677 | 2nd Semester | 3 | 0 | 3 | 6 |
| Prequisites | - | |||||
| Course language | Turkish | |||||
| Course type | Elective | |||||
| Mode of Delivery | Face-to-Face | |||||
| Learning and teaching strategies | Lecture Discussion Drill and Practice | |||||
| Instructor (s) | Department Members | |||||
| Course objective | The course aims to give the student the basic theoretical and practical knowledge about marketing. A student who successfully finishes the course is expected to have acquired the competency to carry out related assessment procedures about new product development process, product life cycle theories, marketing channels, retailing and wholesaling, marketing communications, promotion strategies and customer relationships. | |||||
| Learning outcomes |
| |||||
| Course Content | Products, Services, and Brands: Building Customer Value New Product Development and Product Life Cycle Strategies Pricing: Understanding and Capturing Customer Value Pricing Strategies Marketing Channels: Delivering Customer Value Retailing and Wholesaling Communicating Customer Value: Integrated Marketing Communications Advertising and Public Relations Personal Selling and Sales Promotion Direct and Online Marketing: Building Direct Customer Relationships | |||||
| References | Kotler, Philip; Armstrong Gary, Principles of Marketing: Global Edition, 14thEdition, 2012 | |||||
Course outline weekly
| Weeks | Topics |
|---|---|
| Week 1 | Products, Services, and Brands: Building Customer Value |
| Week 2 | New Product Development and Product Life Cycle Strategies |
| Week 3 | Pricing: Understanding and Capturing Customer Value |
| Week 4 | Pricing Strategies |
| Week 5 | Marketing Channels: Delivering Customer Value |
| Week 6 | Retailing and Wholesaling |
| Week 7 | Recap |
| Week 8 | Communicating Customer Value: Integrated Marketing Communications |
| Week 9 | Advertising and Public Relations |
| Week 10 | Personal Selling and Sales Promotion |
| Week 11 | Direct and Online Marketing: Building Direct Customer Relationships |
| Week 12 | Presentation |
| Week 13 | Presentation |
| Week 14 | Presentation |
| Week 15 | Presentation |
| Week 16 | Final Exam |
Assesment methods
| Course activities | Number | Percentage |
|---|---|---|
| Attendance | 14 | 5 |
| Laboratory | 0 | 0 |
| Application | 0 | 0 |
| Field activities | 0 | 0 |
| Specific practical training | 0 | 0 |
| Assignments | 0 | 0 |
| Presentation | 1 | 15 |
| Project | 1 | 30 |
| Seminar | 0 | 0 |
| Midterms | 0 | 0 |
| Final exam | 1 | 50 |
| Total | 100 | |
| Percentage of semester activities contributing grade succes | 18 | 40 |
| Percentage of final exam contributing grade succes | 1 | 60 |
| Total | 100 | |
WORKLOAD AND ECTS CALCULATION
| Activities | Number | Duration (hour) | Total Work Load |
|---|---|---|---|
| Course Duration (x14) | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Specific practical training | 0 | 0 | 0 |
| Field activities | 0 | 0 | 0 |
| Study Hours Out of Class (Preliminary work, reinforcement, ect) | 11 | 5 | 55 |
| Presentation / Seminar Preparation | 1 | 20 | 20 |
| Project | 3 | 15 | 45 |
| Homework assignment | 0 | 0 | 0 |
| Midterms (Study duration) | 0 | 0 | 0 |
| Final Exam (Study duration) | 1 | 20 | 20 |
| Total Workload | 30 | 63 | 182 |
Matrix Of The Course Learning Outcomes Versus Program Outcomes
| D.9. Key Learning Outcomes | Contrubition level* | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Conducts novel and ethical research on business, reports outcomes in a critical manner. | X | ||||
| 2. Solves problems via appropriate softwares, adapts to new methods and software. | X | ||||
| 3. Has managerial and leadership skills to identify problems, objectives and strategic plans for organizational progress with a critical point of view. | X | ||||
| 4. Plays an active role in projects, analyses relationship between stakeholders accurately, motivates and manages all stakeholders through effective language skills. | X | ||||
| 5. Has necessary communication skills to manage verbal and written communication. | X | ||||
| 6. Analyses and uses contemporary and advanced knowledge in relation with information from different areas. | X | ||||
| 7. Progresses continuously and transfers the experience in both written and verbal ways. | X | ||||
| 8. Through anticipation and strategic thinking, plays an active role in organizational decision making process. | X | ||||
| 9. Uses knowledge in consistency with the ethical, social and international values in an unbiased manner. | X | ||||
| 10. Has expertise on the multi-disciplinary nature of management and related fields. | X | ||||
| 11. Approaches problems with a wide strategic perspective, self-develops continuously. | X | ||||
| 12. Shares novel studies, is up to date both in knowledge and personal network. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest