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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 Become competent in searching and comprehending the relevant academic articles, interpreting the information learnt or obtained via various channels and absorbing exceptional knowledge in their field.
  2. P02 PO2 Devoted themselves to be a qualified researcher and knowledge worker in their field all throughout their life and career.
  3. P03 PO3 Demonstrated that they developed their individual capabilities through written projects, assignments and presentations that they will independently implement both in academia and work contexts.
  4. P04 PO4 Gained key practical skills and knowledge which need to be implemented in their own research and business work environment.
  5. P05 PO5 Been able to implement critical and analytical thinking and analyses into their studies, research and work.
  6. P06 PO6 Become proficient in adopting the gained knowledge into practice and research in a critical, and analytical way.
  7. P07 PO7 Become experts in using information technology tools for their studies, research and workplace in an ethical and safely environment by sharing and transferring their knowledge.
  8. P08 PO8 Succeeded in working, researching and forming partnerships with their colleagues/team members in a global environment.
  9. P09 PO9 Proved themselves capable of disseminating and sharing knowledge, sustainingly communicating with others, in any global workplace or research setting.
  10. P10 PO10 Become capable of interpreting and transferring their qualified knowledge into practice and research.
  11. P11 PO11 Dedicated themselves to applying advanced academic studies and enrolled themselves in work or non-work projects related to environmental approaches and ethical issues.

Po-Lo Matrix

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