Course Name Code Semester T+U Hours Credit ECTS
Strategic Marketing EIS 542 0 3 + 0 3 7
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Type Optional
Course Coordinator Prof.Dr. REMZİ ALTUNIŞIK
Course Lecturers Prof.Dr. REMZİ ALTUNIŞIK,
Course Assistants

Res.Asst. Volkan GÖKTAŞ

Course Category Field Proper Education
Course Objective

The general objective of this course is to help students have a clear understanding of strategy and strategic view in examining marketing activities.Strategic assessment of marketing environments, changing marketplace dynamics and changing consumer behavior and consumer sophistication, strategic importance of positioning, SWOT analysis , portfolio analysis and strategic product decisions, strategic pricing decisions, strategic promotion and distribution decisions, generic marketing strategies, offensive and defensive marketing decisions, new marketing strategies.

Course Content

Following a comprehensive review of strategic marketing planning, examination of strategic marketing planning process, strategic market analysis, marketing strategies and positioning strategies and strategic control of marketing practices.

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Interprets strategic thinking and strategic perspective Lecture, Discussion, Case Study, Self Study, Testing, Homework,
2 Explains strategic marketing planning Self Study, Case Study, Discussion, Lecture, Oral Exam, Testing, Homework,
3 Carries out SWOT analysis and formulates marketing programs Self Study, Discussion, Question-Answer, Lecture, Homework, Oral Exam, Testing,
4 Explains competitive analysis and privides examples from the marketing practices Self Study, Group Study, Discussion, Homework, Testing,
5 Does customer analysis and develops market segmentation choices Self Study, Brain Storming, Discussion, Lecture, Homework, Oral Exam, Testing,
6 Explains the concept of positioning and provides examples in regard to its implementation 7) Analysez and interprets marketing strategies 8) Examines product life cycle stages and develops suitable marketing strategies Self Study, Case Study, Discussion, Lecture, Oral Exam, Testing,
7 Strategies for the life-cycle stages Self Study, Case Study, Group Study, Discussion, Lecture, Homework, Testing,
8 Implementation of strategies Self Study, Case Study, Discussion, Question-Answer, Lecture, Homework, Testing,
9 Explains the concept of performans management in strategic marketing Brain Storming, Discussion, Lecture, Homework, Oral Exam, Testing,
Week Course Topics Preliminary Preparation
1 Introduction to strategy and strategic marketing
2 Strategic marketing planning process
3 SWOT analysis, PEST analysis
4 Product portfolio analysis
5 Customer analysis
6 Competitive analysis
7 Generic marketing strategies
8 Offensive marketing strategies
9 Midterm exam
10 Defensive marketing strategies
11 Strategic segmentation and positioning
12 Marketing strategies in down times
13 Growth strategies
14 Marketing strategies for the 21. century
Course Notes <p>&Ouml;mer Torlak ve Remzi Altunışık, 2010, Pazarlama Stratejileri &ndash; Y&ouml;netsel Bir Yaklaşım, 3. Baskı, Beta Yayınları.</p>
Course Resources

Godin, Seth, (2006), Fikir Virüsü, Pazarlamada Yeni Boyutlar, İstanbul:
Mediacat Yayınları, ss. 1- 52.
2. Levinson, Jay Conrad (2007), 30 Günde Gerilla Pazarlama, Mediacat, İstanbul,
ss. 47-77.
3. Jones, Barrie G., (1987), İş Savaşları, çev. E. Tümg. Muzaffer Özsoy, Sistem
Yayıncılık, İstanbul,, ss. 10-58 ve 65-90.
4. Brandenburger, Adam M., Nalebuff, Barry J. (2005) Ortaklaşa Rekabet, Rota
Yayınları, ss. 260-280.
5. Fox, Jeffrey J. (2000) Küçük İşletmeler için Altın Kurallar, Rota Yayınları,
İstanbul, ss. 22-45
6. Kawasaki, Guy (2003) Rakiplerinizi Çıldırtmanın Yolları, Mediacat yayınları,
İstanbul, ss. 53-144.
7. Traecy, Michael, Wiersama, Fred (2005), Pazar Liderlerinin Öğretileri, Mediacat
Yayınları, İstanbul, ss.140-220.

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 Demonstrate understanding of the business fundamentals and the business functions including economics, finance, marketing, accounting and management. X
2 Evaluate an organization’s strategic direction and organizational integration. X
3 Identify and evaluate the logic, validity, and relevance of data and/or information. X
4 Make informed and feasible conclusions and recommendations. X
5 Write business documents that are clear, concise and logical. X
6 Developing effective and understandable verbal communication skills X
7 To develop suggestions for the sustainability of organizations and social responsibility studies. X
8 Analyzing ethical conflicts and producing effective solutions. X
9 Formulate strong approaches to lead others according to their individual leadership styles X
10 To be able to interact effectively in teams. X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 25
1. Ödev 37
2. Ödev 38
Total 100
1. Yıl İçinin Başarıya 20
1. Final 80
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 10 10
Assignment 2 30 60
Final examination 1 20 20
Total Workload 186
Total Workload / 25 (Hours) 7.44
dersAKTSKredisi 7