Business Administration

Course Code	Course Name	Year	Period	Semester	T+A+L	Credit	ECTS
00961310	Strategic Marketing	3	Spring	6	3+0+0	4	4

Course Type	Elective
Course Cycle	Bachelor's (First Cycle) (TQF-HE: Level 6 / QF-EHEA: Level 1 / EQF-LLL: Level 6)
Course Language	Turkish
Methods and Techniques	-
Mode of Delivery	Face to Face
Prerequisites	-
Coordinator	-
Instructor(s)	Asst. Prof. Ufuk AY
Instructor Assistant(s)	Res. Asst. Ayhan AKPINAR

Name and Surname	Room	E-Mail Address	Internal	Meeting Hours
Asst. Prof. Ufuk AY	C-210	[email protected]	7355	Friday 16.00-17.00

Basic Vocational Courses
Specialization / Field Courses	X
Support Courses
Transferable Skills Courses
Humanities, Communication and Management Skills Courses

Relationship Levels
Lowest	Low	Medium	High	Highest
1	2	3	4	5

#	Program Learning Outcomes	Level
P1	1) To have advanced theoretical and / or practical knowledge and skills related to the basic functions of businesses (management and organisation, accounting and finance, production management and marketing).	3
P2	2) Identify, analyse and evaluate the current and potential problems of businesses by thinking critically and develop alternative solutions by using scientific methods.	3
P3	3) Organises and implements projects and activities for the social environment in line with regional and economic development goals with a sense of social responsibility.	1
P4	4) Act with innovative and creative thinking when establishing a new business and can perform basic activities such as risk taking, finding resources, making market analysis, preparing a business plan for the sustainability of the business.	2
P5	5) Can research and analyse information related to the field of business administration and can set operational, tactical and strategic goals according to the results obtained.	2
P6	6) With the awareness that the learning process continues throughout life, can follow scientific and technological developments related to businesses and can critically evaluate and apply them for their own organisation.	1
P7	7) Can work effectively in interdisciplinary work or multicultural teams, take responsibility, take initiative, transfer information to teammates, work for common goals by cooperating with team members.	1
P8	8) To be able to establish effective written and oral communication with colleagues and all internal and external stakeholders of businesses, in the language of learning and at least one foreign language, and to be able to conduct relations.	1
P9	9) Applies the activities carried out in the field of business administration in line with the awareness of professional ethics, social responsibility, universal and cultural values	2
P10	10) To be able to evaluate the social and legal consequences of the applications related to all the basic functions of businesses.	1
P11	11) Can effectively use, report and interpret the information systems needed in the field of business administration.	1
P12	İşletme uygulamalarını değerlendirerek, mevcut uygulamaların sürekli iyileştirilmesi için alanında yetkin ve yeterli sayıda çalışan istihdam edilmesini, eğitilmesini ve işe devam etmelerini sağlar.	1

Upon the successful completion of this course, students will be able to:
No	Learning Outcomes	Outcome Relationship	Measurement Method **
O1		P.1.1	1
O2		P.1.2	1
** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7

Week	Topics
1	Introduction to Strategic Marketing
2	Market Research and Environmental Analysis
3	Consumer Behaviour
4	Competitive Analysis
5	Market Segmentation, Targeting and Positioning
6	Branding Strategy
7	Product Strategy
8	Pricing Strategy
9	Distrubiton Strategy
10	Integrated Marketing Strategy
11	Digital Marketing Strategies
12	Sustainable Marketing and Ethics
13	International Marketing Strategies
14	Strategic Marketing Planning Process

Resources	Torlak, Ö., & Altunışık, R. (2009). Marketing strategies: A managerial approach. Istanbul: Beta Publishing.
	Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
	Aaker, D. A., & McLoughlin, D. (2010). Strategic Market Management (9th ed.). John Wiley & Sons.

In-Term Studies	Quantity	Percentage
Attendance	-	-
Laboratory	-	-
Practice	-	-
Field Study	-	-
Course Specific Internship (If Any)	-	-
Homework	-	-
Presentation	-	-
Projects	-	-
Seminar	-	-
Quiz	-	-
Listening	-	-
Midterms	1	40 (%)
Final Exam	1	60 (%)
Total		100 (%)

	Quantity	Duration	Total Work Load
Course Week Number and Time	14	3	42
Out-of-Class Study Time (Pre-study, Library, Reinforcement)	14	2	28
Midterms	1	20	20
Quiz	0	0	0
Homework	0	0	0
Practice	0	0	0
Laboratory	0	0	0
Project	0	0	0
Workshop	0	0	0
Presentation/Seminar Preparation	0	0	0
Fieldwork	0	0	0
Final Exam	1	40	40
Other	0	0	0
Total Work Load:			130
Total Work Load / 30			4,33
Course ECTS Credits:			4

Relationship Levels
Lowest	Low	Medium	High	Highest
1	2	3	4	5

#	Learning Outcomes	P1
O1	Pazarlama karması (4P), pazarlama bölümlendirme, hedefleme ve konumlandırma dahil olmak üzere temel pazarlama kavramlarını ve terminolojisini tanımlayabilir.	5
O2	Pazarlamanın hem tüketici hem de iş dünyası bağlamındaki rolünü açıklayabilir ve pazarlama stratejilerinin firma hedefleriyle nasıl uyumlu olduğunu tanımlayabilir.	5