INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2014-2015

SYLLABUS
Code Name Level Year Semester
MAN 312 Marketing Strategies Undergraduate 3 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
5 116

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

COURSE OBJECTIVE
The purpose of this course is to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples and new cases, Marketing Strategy course delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies-helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy.

COURSE CONTENT
Week
Topic
  1. Course introduction
  2. Chapter 1: Overview of Marketing Strategy and Strategic Marketing
  3. Chapter 2: Situation Assessment: The External Environment
  4. Chapter 3: Situation Assessment: The Company
  5. Chapter 4: Strategy Formation
  6. Chapter 5: Marketing Research
  7. Chapter 6: Planning, Assessment and Adjustment
  8. Section Two: Situation Assessment
  9. Section Three: Marketing Strategies
  10. Mid-term exams
  11. Section Four: Strategy Formulation
  12. Section Five: Implementation
  13. Note 33: Pricing Strategies
  14. Note 34: Promotion and People – Integrated Marketing Communications
  15. Note 35: Place- Distribution

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Lectures
    • Presentation
    • Project
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Project130
    Midterm Exam(s)130
    Final Exam140
    Total: 100
    Learning outcomes
      TEXTBOOK(S)
      • 1) Mooradian, K. M., Larry Ring Todd. (2013). Strategic Marketing (International ed edition). Harlow: Pearson Education Limited.
      • 2) Ferrell, O. C., & Hartline, M. (2012). Marketing Strategy, Text and Cases (6 edition). Mason, OH: Cengage Learning

      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)111
      Final Examination(1 week)111
      Preparation for Midterm Examination7214
      Preparation for Final Examination14228
      Assignment / Homework/ Project13030
      Seminar / Presentation 0
      Total Workload: 116
      ECTS Credit (Total workload/25): 5