Course Name Code Semester T+U Hours Credit ECTS
Strategic Marketing Management UYP 504 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Compulsory
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, Question-Answer, Discussion, Case Study, Self Study, Testing, Oral Exam,
2 Explains strategic marketing planning Lecture, Question-Answer, Discussion, Group Study, Self Study, Testing, Homework,
3 Carries out SWOT analysis and formulates marketing programs Lecture, Discussion, Group Study, Self Study, Testing, Oral Exam,
4 Explains competitive analysis and privides examples from the marketing practices Lecture, Question-Answer, Discussion, Group Study, Self Study, Testing, Homework,
5 Does customer analysis and develops market segmentation choices Lecture, Discussion, Case Study, Self Study, Testing, Oral Exam,
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, Group Study, Case Study, Self Study, Testing, Oral Exam,
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
Week Documents Description size
2 BÖLÜM 2 - Jenerik Stratejiler ve Rekabet Avantajının Sürdürülebilirliği 1.15 MB
Evaluation System
Semester Studies Contribution Rate
1. Ödev 25
2. Ödev 25
3. Ödev 20
1. Ara Sınav 30
Total 100
1. Yıl İçinin Başarıya 50
1. Final 50
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 1 12 12
Project / Design 1 12 12
Performance Task (Seminar) 1 15 15
Final examination 1 15 15
Total Workload 160
Total Workload / 25 (Hours) 6.4
dersAKTSKredisi 6