Strategical Marketing Management
Industrial Engineering
Faculty of Engineering
First Cycle (Bachelor's Degree)
| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Strategical Marketing Management | MEN402 | Compulsory | Bachelor's degree | 4 | Spring | 4 |
Name of Lecturer(s)
Prof. Dr. Gülşen AKMAN
Learning Outcomes of the Course Unit
1) Defining strategic management concepts
2) Explaining how to apply strategic planning?
3) Explaining types of business and competitive strategies
Contructing SWOT analysis
Using strategic management practices
4) Defining and applying strategic marketing management practices
5) Explaining marketing mix components-goods, price, place and promotion-in businesses implement policies, strategies and methods.
6) Product politics and strategies
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | ||
| Learning Outcomes | ||||||||||||
| 1 | Low | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 2 | Middle | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 3 | Middle | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 4 | Middle | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 5 | Low | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
| 6 | Low | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | No relation | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Not Required
Course Contents
This course covers the basic concepts of strategy and strategic management, strategic management process, SWOT analysis, strategy formulation, strategic planning process, Case Studies in the Strategic Management . Marketing management, Scope, Practices, 4P, Distribution Channels, Market Competitive Strategies, Techniques and Types of Research, Functional Relations and General Topics.
Weekly Schedule
1) Startegic management concept ans characteristics2) Strategic management process, strategic management process
3) Internal environment analysis, business analysis, external environment and used methods
4) General view to business strategies
5) Porfolio Analysis in strategy selection
6) Competitive strategies
7) Techniques used in application of the strategies
8) Midterm examination/Assessment
9) Strategy selection and application
10) Strategic marketing management- marketing strategies
11) Strategic approaches in marketing. growing and competitive strategies
12) Marketing mix (price,promotion, distribution and product)
13) Marketing mix (price,promotion, distribution and product)
14) Case study examination-student presentations
15) Case study examination-student presentations
16) Final examination
Recommended or Required Reading
1- Hamdi İslamoğlu (2010), Pazarlama Yönetimi (Stratejik Yaklaşım), Beta BAsım Yayın
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Group Study
5) Brain Storming
6) Case Study
Assessment Methods and Criteria
Contribution of Semester Studies to Course Grade |
30% |
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Contribution of Final Examination to Course Grade |
70% |
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Total | 100% | ||||||||||||||
Language of Instruction
Turkish
Work Placement(s)
Not Required