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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
STRATEGIC MARKETING EIS 542 0 3 + 0 3 7
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Yüksek Lisans
Dersin Türü SECMELI
Dersin Koordinatörü Prof.Dr. REMZİ ALTUNIŞIK
Dersi Verenler Prof.Dr. REMZİ ALTUNIŞIK
Dersin Yardımcıları Res.Asst. Semih OKUTAN
Dersin Kategorisi
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.
Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 - Interprets strategic thinking and strategic perspective 1 - 3 - 12 - 14 - A - C -
2 - Explains strategic marketing planning 1 - 3 - 12 - 14 - A - B - C -
3 - Carries out SWOT analysis and formulates marketing programs 1 - 2 - 3 - 14 - A - B - C -
4 - Explains competitive analysis and privides examples from the marketing practices 3 - 8 - 14 - A - C -
5 - Does customer analysis and develops market segmentation choices 1 - 3 - 10 - 14 - A - B - C -
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 1 - 3 - 12 - 14 - A - B -
7 - 1 - 3 - 8 - 12 - 14 - A - C -
8 - 1 - 2 - 3 - 12 - 14 - A - C -
9 - 1 - 2 - 3 - 8 - 10 - 12 - 14 - A - B - C -
Öğretim Yöntemleri: 1:Lecture 3:Discussion 12:Case Study 14:Self Study 2:Question-Answer 8:Group Study 10:Brain Storming
Ölçme Yöntemleri: A:Testing C:Homework B:Oral Exam

Ders Akışı

Hafta Konular ÖnHazırlık
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
Ders Kaynakları

Döküman Paylaşımı


Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
1 2 3 4 5

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 25
Odev 1 37
Odev 2 38
Toplam 100
Yıliçinin Başarıya Oranı 20
Finalin Başarıya Oranı 80
Toplam 100

AKTS - İş Yükü

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