| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Strategıc Marketıng | EIS 542 | 0 | 3 + 0 | 3 | 7 |
| Ön Koşul Dersleri | |
| Önerilen Seçmeli Dersler | |
| Dersin Dili | Türkçe |
| Dersin Seviyesi | YUKSEK_LISANS |
| Dersin Türü | Seçmeli |
| Dersin Koordinatörü | Prof.Dr. REMZİ ALTUNIŞIK |
| Dersi Verenler | Prof.Dr. REMZİ ALTUNIŞIK, |
| Dersin Yardımcıları | Res.Asst. Volkan GÖKTAŞ |
| Dersin Kategorisi | Alanına Uygun Öğretim |
| Dersin Amacı | 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. |
| Dersin İçeriği | 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. |
| # | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
|---|---|---|---|
| 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, |
| Hafta | Ders Konuları | Ön Hazırlık |
|---|---|---|
| 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 |
| Kaynaklar | |
|---|---|
| Ders Notu | Ömer Torlak ve Remzi Altunışık, 2010, Pazarlama Stratejileri – Yönetsel Bir Yaklaşım, 3. Baskı, Beta Yayınları. |
| Ders Kaynakları | Godin, Seth, (2006), Fikir Virüsü, Pazarlamada Yeni Boyutlar, İstanbul: |
| Sıra | Program Çıktıları | Katkı Düzeyi | |||||
|---|---|---|---|---|---|---|---|
| 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 | |||||
| Değerlendirme Sistemi | |
|---|---|
| Yarıyıl Çalışmaları | Katkı Oranı |
| 1. Ara Sınav | 25 |
| 1. Ödev | 37 |
| 2. Ödev | 38 |
| Toplam | 100 |
| 1. Yıl İçinin Başarıya | 40 |
| 1. Final | 60 |
| Toplam | 100 |
| AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
|---|---|---|---|
| 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 |
| Toplam İş Yükü | 186 | ||
| Toplam İş Yükü / 25 (Saat) | 7,44 | ||
| Dersin AKTS Kredisi | 7 | ||