STRATEGIC MARKETING MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
BUS228	STRATEGIC MARKETING MANAGEMENT	4	3	3	6

GENERAL INFORMATION
Language of Instruction :	English
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. ÇAĞLA TUĞBERK ARIKER
Instructor(s) of the Course Unit	Assoc.Prof. ÇAĞLA TUĞBERK ARIKER
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to provide students with knowledge and skills in strategic marketing.
Contents of the Course Unit:	The course covers strategy and marketing, strategic marketing planning, portfolio analysis and various strategies.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain the concepts of strategy and marketing strategy.
Implement the strategic marketing planning process.
Discuss the fundamental portfolio analysis and key strategies.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading	Strategy and Marketing Strategy	Lecture & Presentation & Discussion
2	Reading	Strategic Marketing Planning	Lecture & Presentation & Discussion
3	Reading	Situation Analysis	Lecture & Presentation & Discussion
4	Reading	Environment Analysis	Lecture & Presentation & Discussion
5	Reading	Customer Analysis	Lecture & Presentation & Discussion
6	Reading	Market Analysis	Lecture & Presentation & Discussion
7	Reading	Sector and Competition Analysis	Lecture & Presentation & Discussion
8	Reading	Core Strategies	Lecture & Presentation & Discussion
9	Reading	Generic Competitive Strategies	Lecture & Presentation & Discussion
10	-	MID-TERM EXAM	-
11	Reading	Competitive Strategies by Market Position	Lecture & Presentation & Discussion
12	Reading	Offensive and Defensive Strategies	Lecture & Presentation & Discussion
13	Reading	Market Segmentation, Target Market Selection and Positioning	Lecture & Presentation & Discussion
14	Reading	Implementation of Marketing Strategies	Lecture & Presentation & Discussion
15	Reading	Strategic Control and Evaluation of Marketing Performance	Lecture & Presentation & Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Kotler, Keller,Marketing Management, 15th ed.,Pearson, USA. Chernev, A., Strategic Marketing Management, 18th ed., Cerebellum Press, USA. Newspapers, business magazines.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Define the theories, concepts and principles of the basic and sub-fields of business.				3
2	Explain business functions and processes based on current scientific sources.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate internationally valid business cases with the theories and concepts of other social sciences.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the theoretical and factual knowledge in business for occupational practices.				3
2	Solve individual and organizational problems in business life.					4
3	Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plan research and work using knowledge and skills gained in the field of business.						5
2	Organize the activities for organizational goals and purposes independently.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Criticize advanced knowledge and skills in the field with a critical approach.					4
2	Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Express his/her knowledge, thoughts and solutions on business to related stakeholders in written and verbal ways.				3
2	Use the information and communication technology software and equipment required for business.			2

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the social, scientific, cultural and ethical values at the stages of collection of data, their implementation, interpretation and announcement of results in the field of business.				3
2	Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life.				3

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	14	3	42
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	14	3	42
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	10	10
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	10	10
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	46	0	148