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 Level yuksek_lisans
Course Type Optional
Course Coordinator Prof.Dr. REMZİ ALTUNIŞIK
Course Lecturers Prof.Dr. REMZİ ALTUNIŞIK,
Course Assistants Res.Asst. Semih OKUTAN
Course Category
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 Lecture, Discussion, Case Study, Self Study, Testing, Oral Exam, Homework,
3 Carries out SWOT analysis and formulates marketing programs Lecture, Question-Answer, Discussion, Self Study, Testing, Oral Exam, Homework,
4 Explains competitive analysis and privides examples from the marketing practices Discussion, Group Study, Self Study, Testing, Homework,
5 Does customer analysis and develops market segmentation choices Lecture, Discussion, Brain Storming, Self Study, Testing, Oral Exam, Homework,
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 9) Explains the concept of performa Lecture, Discussion, Case Study, Self Study, Testing, Oral Exam,
7 Lecture, Discussion, Group Study, Case Study, Self Study, Testing, Homework,
8 Lecture, Question-Answer, Discussion, Case Study, Self Study, Testing, Homework,
9 Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Case Study, Self Study, Testing, Oral Exam, Homework,
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
Course Resources
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 has the information in manufacturing, marketing, management and accounting-finance functions at the level of expertise.
2 is aware of the interdisciplinary interaction related of field of expertise
3 makes teamwork and shares knowledge with his/her team in the field of expertise
4 defines problems, analyzes and provides solutions to problems
5 conducts independent research, contribute to projects and take responsibility in the field of expertise
6 sets business visions, missions, goals and targets in the field of study.
7 Questionizes the knowledge he/she has in the field of expertise
8 Related to area of expertise that have served as areas where the accumulation and transfer data using the tool to communicate with all kinds of suggestions, if necessary it can use at least one foreign language.
9 Open to professional sharing and cooperation in the field of his/her expertise.
10 is able to entry data and conduct data analysis in the field of his/her expertise
11 acts in accordance with business values and social ethics in the field of his/ her experise.
12 analyzes the relationships with stakeholders and national governments in the field of his/ her expertise.
13 makes recommendations that will contribute to field of his/her expertise.
14 is conscious about the universality of social rights, social justice, quality, environmental and cultural values protection, occupational health and safety besides the field of his/her expertise.
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 25
1. Ödev 37
2. Ödev 38
Total 100
1. Yıl İçinin Başarıya 40
1. Final 60
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