Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320203E11848MARKETING STRATEGYElective485
Level of Course Unit
First Cycle
Objectives of the Course
Understanding the necessities and strategies to create a competitive and sustainable performance in the marketplace
Name of Lecturer(s)
Res. Asst. Dr. Miray Baybars
Learning Outcomes
1To be able to understand the concept of market-led strategic management
2To be able to develop the proper marketing strategy for the market conditions
3To be able to understand the importance of environmental factors' effects on developing a proper marketing strategy
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
The course focuses on two strategic issues of identification of target markets and the creation of differential advantage in the marketplace. It includes discussions about changing market environment, customer and competitor analysis, organizational resource base, identifying current an future competitive positions and competitive positioning strategies.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Introduction
2Market Led Strategic Management
3Strategic Marketing Planning
4Changing Market Environment
5Customer Analysis
6Competitor Analysis
7Understanding The Organizational Resource Base
8Midterm
9Segmentation and Positioning Principles
10Creating Sustainable Competitive Advantage
11Competing Through the New Marketing Mix
12Competing Through Innovation
13Presentations
14Presentations
15Presentations
16Final
Recommended or Required Reading
Marketing Strategy and Competitive Positioning. Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd, 2016, Pearson Education
Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
English
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Project Presentation11515
Individual Study for Mid term Examination10220
Individual Study for Final Examination20240
Homework818
TOTAL WORKLOAD (hours)135
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO14544555455
LO24 5  55 5 
LO3          
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr