| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Strategıc Marketıng Management | UYP 504 | 0 | 3 + 0 | 3 | 6 |
| Ön Koşul Dersleri | not available. |
| Önerilen Seçmeli Dersler | not available. |
| Dersin Dili | Türkçe |
| Dersin Seviyesi | YUKSEK_LISANS |
| Dersin Türü | Zorunlu |
| 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, Question-Answer, Discussion, Case Study, Self Study, | Testing, Oral Exam, Homework, |
| 2 | Explains strategic marketing planning | Self Study, Group Study, Discussion, Question-Answer, Lecture, | Homework, Testing, |
| 3 | Carries out SWOT analysis and formulates marketing programs | Self Study, Group Study, Discussion, Lecture, | Oral Exam, Testing, |
| 4 | Explains competitive analysis and privides examples from the marketing practices | Self Study, Group Study, Discussion, Question-Answer, Lecture, | Homework, Testing, |
| 5 | Does customer analysis and develops market segmentation choices | Self Study, Case Study, Discussion, Lecture, | 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 9) Explains the concept of performa | Self Study, Case Study, Group Study, Discussion, Lecture, | Oral Exam, Testing, |
| 7 | Lecture, Discussion, Brain Storming, Self Study, | Testing, Oral Exam, Homework, | |
| 8 | Lecture, Discussion, Case Study, Self Study, | Testing, Oral Exam, | |
| 9 | Lecture, Discussion, Case Study, Self Study, | Testing, Homework, |
| 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, and apply, basic concepts in production management and marketing | X | |||||
| 2 | :Demonstrate knowledge of how managers and employees interact in organizations. | X | |||||
| 3 | Recognize and explain the effect of production management and marketing on organizations and/or individuals. | X | |||||
| 4 | Demonstrate the ability to be empathetic and actively listen. | X | |||||
| 5 | Communicates effectly within formal and informal groups | X | |||||
| 6 | Define and analyze the root cause of "production management and marketing" problems | X | |||||
| 7 | Review literature professionally and propose novel research questions | X | |||||
| 8 | Find proper solutions to managerial problems | X | |||||
| 9 | Apply to approtiate methodological approaches to the field of production management and marketing | X | |||||
| 10 | Discusses the research findings in the context of the relevant literature. | X | |||||
| Değerlendirme Sistemi | |
|---|---|
| Yarıyıl Çalışmaları | Katkı Oranı |
| 1. Ödev | 25 |
| 2. Ödev | 25 |
| 3. Ödev | 20 |
| 1. Ara Sınav | 30 |
| Toplam | 100 |
| 1. Yıl İçinin Başarıya | 50 |
| 1. Final | 50 |
| 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 | 1 | 12 | 12 |
| Project / Design | 1 | 12 | 12 |
| Performance Task (Seminar) | 1 | 15 | 15 |
| Final examination | 1 | 15 | 15 |
| Toplam İş Yükü | 160 | ||
| Toplam İş Yükü / 25 (Saat) | 6,4 | ||
| Dersin AKTS Kredisi | 6 | ||