MARKETING STRATEGIES

Course Description

This course is concerned with helping managers identify, select and implement strategies that would make their organizations more competitive in the marketplace. These strategies encompass decisions such as which "products" their firm offers and chooses not to offer, by the markets it seeks to serve and not serve, by the competitors it chooses to compete with and to avoid, and the level of vertical and horizontal integration it considers as optimal for all of its stakeholders. Specific ways to compete in the chosen "markets" will usually be characterized by one or more functional strategies such as product line strategy, positioning strategy, pricing strategy, distribution strategy, segmentation strategy, manufacturing strategy, information technology strategy, and global strategy. The intent of this course is to provide decision makers with concepts, methods and procedures by which they can improve the quality of their strategic (marketing management) decision-making.

MARKETING STRATEGIES

Evaluation Tools (Active Term)

Course outcomes

1. 01 Explain the key impacts on strategy making and developing a marketing strategy.
2. 02 Applying techniques regarding to the internal and external forces driving a company.
3. 03 Demonstrate the role of stakeholders in strategic development.
4. 04 Develop the theme to contribute to development of sustainable strategies.
5. 05 Implement marketing communications and understanding the role of branding in a company’s strategy.
6. 06 Describe the interplay between technology and people when implementing marketing strategies.
7. 07 Explain organizational culture and its impact for success
8. 08 Discuss globalization and its impact on lives of consumers and organisations.

Course Syllabus

Reference Books & Course Materials

1. 01 Hooley, G., Piercy , N., Nicoulaud, B., Rudd, J., & Lee, N. (2024). Marketing Strategy and Competitive Positioning, 8th edition. Pearson.
2. 02 Articles related to the subject

Learning Outcomes

1. L01 Explain and critically evaluate key concepts, theories, and frameworks of strategic marketing and market-led strategic management. SOLO 4
2. L02 Evaluate the external market environment, customers, competitors, and organizational resources to identify strategic marketing opportunities and threats. SOLO 5
3. L03 Develop effective segmentation, targeting, positioning, and competitive marketing strategies to create customer value and sustainable competitive advantage. SOLO 5
4. L04 Apply strategic marketing theories, analytical tools, and frameworks to case studies, empirical evidence, and real-world business problems. SOLO 4
5. L05 Formulate, evaluate, and implement strategic marketing plans by integrating analytical thinking, creativity, and evidence-based decision-making. SOLO 4
6. L06 Evaluate ethical, social, environmental, and intercultural considerations in strategic marketing decisions and develop strategic recommendations. SOLO 5

Program Outcomes

1. P01 1. To be able to examine the basic problems in the field of Accounting and Finance with scientific methods, to interpret and evaluate the data.
2. P02 2. Muhasebe ve Finans alanındaki problemlere ilişkin uygulamada karşılaşılan karmaşık sorunları çözmek için bireysel ve grup üyesi olarak sorumluluk alabilmek ve çözüm üretebilmek.
3. P03 3. To be able to critically evaluate the knowledge and skills acquired in the fields of Accounting and Finance, to determine learning needs and to carry the learning process to an advanced level.
4. P04 4. To inform experts or non-experts on financial issues, to share their ideas and problems and solution methods by supporting them with quantitative and qualitative data.
5. P05 5. To be able to interpret and evaluate the discussions on the theoretical aspects of Accounting and Finance.
6. P06 6. To be able to identify regional and global problems that directly or indirectly affect financial issues, to develop solutions and strategies based on evidence and research.
7. P07 7. To be able to define, evaluate and interpret the classical and current theories of accounting and finance policies and strategies, differences and relationships between them.
8. P08 8. To have social, scientific and ethical values in the collection, interpretation, announcement and application of data in the field of accounting and finance and to assimilate these values.
9. P09 9. To be able to follow, understand, interpret and analyze the changing trends in accounting and financial activities in the world at an advanced level, and apply innovation and innovative working principles.
10. P10 10. To be able to set goals and take initiatives to achieve them, to be creative and open to criticism and to have professional competencies at an advanced level.
11. P11 11. To have an advanced level of foreign language to follow and use the information in the field and to communicate with colleagues.
12. P12 12. To have advanced computer software and hardware knowledge required by the field of Accounting and Finance, and to be able to use information and communication technologies at an advanced level.
13. P13 13. To be able to use theoretical and practical knowledge gained in the field of Accounting and Finance at an advanced level.
14. P14 14. To be able to benefit from other fields that form the basis of financial policies and to understand the interaction between these disciplines.

Po-Lo Matrix