ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Engineering Management with thesis | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
General course introduction information
| Course Code: | MY517 | ||||||||
| Course Name: | Strategic Marketing | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | |||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | Department Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Dr.Öğr.Üyesi AYŞE NUR TOPÇUOĞLU | ||||||||
| Course Lecturer(s): |
Dr.Öğr.Üyesi PELİN ALCAN GEZGİNCİ |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | The aim of the course is to provide students with basic knowledge about the development of marketing, marketing environment, consumer behavior, target audience determination, product development, pricing, distribution and communication strategies, and to form a basis for strategic decision making. |
| Course Content: | Examining the theoretical infrastructure required for the implementation of marketing concepts and methods from a strategic perspective through case studies, competitive marketing strategies required in different sectors and different economic conditions. |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | Meeting and General Information | |
| 2) | Introduction to Marketing Management | |
| 3) | Marketing Plan and Marketing Strategies | |
| 4) | Product and Product Strategies | |
| 5) | New Product Development | |
| 6) | Brand and Brand Decisions | |
| 7) | Marketing Mix: Product and Branding Strategies | |
| 8) | Midterm | |
| 9) | Pricing and Pricing Strategies | |
| 10) | Distribution and Distribution Channels | |
| 11) | Retailing, Wholesale and Logistics | |
| 12) | Integrated Marketing Communication | |
| 13) | Advertising and Public Relations | |
| 14) | Sales and Sales Development | |
| 15) | Direct Marketing | |
| 16) | Final Exam |
Sources
| Course Notes / Textbooks: | |
| References: |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
2 |
3 |
|---|---|---|---|
| Program Outcomes | |||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |
Learning Activity and Teaching Methods
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Group study and homework | |
| Lab | |
| Reading | |
| Homework | |
| Project preparation | |
| Case Study |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Observation | |
| Individual Project | |
| Group project | |
| Presentation | |
| Reporting |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 5 | % 5 |
| Midterms | 1 | % 35 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 15 | 15 | 225 |
| Homework Assignments | 5 | 5 | 25 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 298 | ||