INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2015-2016

SYLLABUS
Code Name Level Year Semester
MAN 308 Marketing Strategies Undergraduate 3 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Compulsory 5 2 + 1 131 English

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Mersid Poturak Mersid POTURAK, Assist. Prof. Dr.
[email protected] [email protected] no email

The course is designed to integrate and extend fundamental marketing concepts and apply them to business problems. Focus is on studying strategic issues relating to selection of business and segments in which to compete and how to spread resources across products and elements of the marketing mix. Case and simulation methodologies are employed.

COURSE OBJECTIVE
This course aims to develop knowledge and understanding of the principles, concepts and application of customer-oriented marketing strategy and prepare students for more in-depth study

COURSE CONTENT
Week
Topic
  1. Course introduction
  2. Overview of marketing strategy and strategic marketing
  3. Situation assessment: the external environment
  4. Situation assessment: the company
  5. Strategy formation
  6. Marketing research
  7. Planning, assessment and adjustment
  8. Situation assessment
  9. Mid-term exam
  10. Section three: Marketing strategies
  11. Section four: strategy formulation
  12. Section five: Implementation
  13. Note 33: Pricing strategies
  14. Note 35: Place- distribution
  15. Final

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Interactive Lectures
    • Presentation
    • Guest instructor
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)130
    Term Paper120
    Final Exam150
    Total: 100
    Learning outcomes
    • Understand the concepts of marketing orientation and relationships
    • Appreciate the dynamic marketing environment and implications
    • Recognise the nature of different types of markets
    • Apply a range of marketing tools to create customer-oriented solutions to a variety of marketing problems
    • Question the ethical framework of marketing
    TEXTBOOK(S)
    • Todd A. Mooradian, Natzler K., Ring, L.J., Strategic Marketing, International Edition, , Prentice Hall.

    ECTS (Allocated based on student) WORKLOAD
    Activities Quantity Duration (Hour) Total Work Load
    Lecture (14 weeks x Lecture hours per week)14228
    Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)14114
    Midterm Examination (1 week)122
    Final Examination(1 week)122
    Preparation for Midterm Examination12020
    Preparation for Final Examination12525
    Assignment / Homework/ Project12020
    Seminar / Presentation12020
    Total Workload: 131
    ECTS Credit (Total workload/25): 5