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Cyprus International University
TR

STRATEGY AND MANAGEMENT IN MARKETING SCIENCE

Course
BUSN604 - STRATEGY AND MANAGEMENT IN MARKETING SCIENCE
Department
Business Administration - English - PhD
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
8
T+P+L
3 + 0 + 0
Course Coordinator(s)
-
Prerequisite
-
Keywords

Course Description

This course examines the classic and current topics and debates in marketing strategy field. The fundamental objective of this course is trying to expose each student to some of the thinking in marketing and in related disciplines like production and operational management, management and organization, finance and accounting from the business perspective. The course aims to enable students to understand the development of marketing thinking as well as discussing the basic theories used to explain marketing phenomena and their application areas. One of the most important contribution of this course to the students is to integrate strategic management theories with marketing theories. The course also address the development of students' ability and skills to critically discuss and evaluate recent published research.

STRATEGY AND MANAGEMENT IN MARKETING SCIENCE

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Week Topic
Week 1 Introduction
Week 2 Part 1: Understanding Marketing Management (Chapter 1& 2)
Week 3 Part 1: Understanding Marketing Management (Chapter 1& 2)/Article discussions
Week 4 Part 3: Connecting With Customers (Chapter 5&6&7&8) /Article discussions
Week 5 Part 3: Connecting With Customers (Chapter 5&6&7&8) /Article discussions
Week 6 Part 4:Building Strong Brands (Chapter 9&10&11&12)/ Article discussions
Week 7 Part 4:Building Strong Brands (Chapter 9&10&11&12)/ Article discussio
Week 8 Mid-term week
Week 9 Part 5: Creating Value (Chapter 13&14&15&16)/Article discussions
Week 10 Part 5: Creating Value (Chapter 13&14&15&16)/Article discussions
Week 11 Part 6: Delivering Value (Chapter17) / Article discussions
Week 12 Part 7: Communicating Value/ Article discussions
Week 13 Part 7: Communicating Value/ Article discussions
Week 14 Presentations
Week 15 Presentations

Reference Books & Course Materials

  1. 01 Kotler and Keller. (2016). Marketing Management 15E

Learning Outcomes

No learning outcomes have been defined.

Program Outcomes

  1. P01 PO1 Been able to demonstrate their learned skills and knowledge regarding business related issues and research which they can use continuously in their personal and business life.
  2. P02 PO2 Obtained theoretical and practical information from the courses that allowed students to learn and work independently.
  3. P03 PO3 Been ensured that they learnt by increasing their level of knowledge and skills which are necessary in their field.
  4. P04 PO4 Increased their creativity and analytical thinking and developed crucial skills which are needed to be applied both in their studies, research, and future careers.
  5. P05 PO5 Adopted and implemented ethical principles and moral values regarding the use of technology in their studies and professional lives by creating an awareness on using the technological imperatives.
  6. P06 PO6 Designed their theoretical and practical knowledge in a way that they could make use of in a collaborative usage and various working contexts.
  7. P07 PO7 Enrolled in intercultural or international projects which could provide opportunities to develop their skills and implement them successfully in their studies, research and future careers.
  8. P08 PO8 Improved their communication skills successfully and been able to implement them in various international education, research and work context by increasing their social capital.
  9. P09 PO9 Been able to implement their learnt knowledge and research skills into practice through scenarios, case studies, empirical articles and real-life observations.
  10. P10 PO10 Created awareness and developed ethical undertaking by incorporating the learnt theories with environmental approaches to be further implemented into their research and careers.

Po-Lo Matrix

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