DOKUZ EYLL UNIVERSITY FACULTY OF BUSINESS COURSE SYLLABUS 9/14/2011

Offered by Offered to Offered to Course Title Course Level Undergraduate / First Cycle Instruction Language Prerequisite Department of Business Administration MAN MAN ECN ECN IRL IRL THM THM IBT IBT Course Status Compulsory Elective

Marketing Strategies Course Code MRK 3001 English MRK 2002 Year 3 Semester Fall Mode of Delivery Prerequisite to ECTS 5 Weekly Course Hours T 3 In Class None A 0 L 0

COURSE DESCRIPTION COURSE OBJECTIVE This course aims to provide students an understanding of applying marketing strategies in real world situations. It is aimed to make students become aware about the competitive and industry analysis through a marketing perspective.

LEARNING OUTCOMES It is expected that students; 1. Demonstrate an understanding of basic marketing strategies in business enterprises. 2. Apply and analyze marketing strategies through assignments and case studies. 3. Explain and demonstrate real marketing applications through field studies regarding company strategies and industry analysis. 4. Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole. 5. Demonstrate high communication skills through presenting a written report. LEARNING AND TEACHING STRATEGIES 1. Lecture 2. Discussion 3. Group Work 4. Presentations 5. Field Study

DOKUZ EYLL UNIVERSITY FACULTY OF BUSINESS COURSE SYLLABUS 9/14/2011

ASSESSMENT METHODS 1. Midterm Exam Students will be assessed on their knowledge of concepts and theories through a midterm exam containing essay and test-type questions. 2. Assignment 1: Portfolio Analysis Groups will do portfolio analysis of a company determined by the instructor and make a presentation in the class. 3. Assignment 2: Competitive Strategies Groups will choose a company and discuss about the competitive strategies of the company. They will make a research about the company before coming to class and make a presentation. 4. Field Study & Industry Analysis Groups will do an industry analysis and field study through observation in a real marketing environment about marketing strategies of a company operating in the industry they will focus on. Students will prepare a written report depending on the format given by the instructor. They are expected to share their observations and findings with their class-mates through oral presentations. GRADING % 40%

10%

10%

40%

ASSESSMENT CRITERIA 1. Late submissions of reports will not be graded

2. No excuses for assignments, discussions and projects will be accepted.

TEXT BOOK(S)/ REFERENCES / MATERIALS 1. Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall. 2. Kotler, P. and Armstrong, G.(2010), Principles of Marketing, New Jersey: Prentice Hall, Inc., 13th Edition. 3. Guiltinan, J. P., Paul, G.W. and Madden, T.J. (1997), Marketing Management: Strategies and Programs, New York: McGraw Hill, Inc. COURSE POLICIES AND RULES 1. Attending at least 70 percent of lectures is mandatory. 2. Plagiarism of any type will result in disciplinary action. 3. Students are expected to participate actively in class discussions. 4. Students are expected to attend to classes on time. 5. Students must obey the time limits of their presentation.

DOKUZ EYLL UNIVERSITY FACULTY OF BUSINESS COURSE SYLLABUS 9/14/2011

COURSE OUTLINE WEEK 1 2 3 4 5 6 7 8 9 10 11 12 TOPICS INTRODUCTION Market Orientation, Marketing Management, and the Marketing Planning Process; Corporate Marketing Planning Market Orientation, Marketing Management, and the Marketing Planning Process; Corporate Marketing Planning Situation Analysis : Market Analysis; Situation Analysis : Competitive Analysis Assignment 1: Portfolio Analysis Creating Competitive Advantage Assignment 2: Competitive Strategies Situation Analysis: Market Measurement Profitability and Productivity Analysis Field Study & Industry Analysis Presentations Field Study & Industry Analysis Presentations Field Study & Industry Analysis Presentations NOTES