Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
9204055862016Strategic Marketing ManagementElective116
Level of Course Unit
Second Cycle
Objectives of the Course
• To provide a managerial perspective on the marketing function across various markets in global context. • To provide a framework for analyzing marketing opportunities and using managerial decision making
Name of Lecturer(s)
DOÇ. DR. Aykan CANDEMİR
Learning Outcomes
1To be able to solve the marketing problems that emerge in the businesses by using scientific methods, interpret data and interpret the results.
2To be able to translate strategic marketing analysis into marketing programs.
3To be able to use and analyze theoretical and practical knowledge gained in the basic fields of marketing
Mode of Delivery
Evening Education
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
This course aims to assess marketing opportunities and analyze customers, competitors and the company in order to design effective marketing programs
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Introduction to Marketing Management
2Marketing Strategies and Plans
3Marketing Environment
4Marketing Research
5Creating Customer Value, Satisfaction, and Loyalty
6Analyzing Consumer Markets
7Analyzing Business Markets
8Midterm
9Identifying Market Segments and Targets
10Shaping The Market Offerings
11Designing and Managing Integrated Marketing Communications
12Tapping into Global Markets
13Term Paper Presentations
14Term Paper Presentations
15Term Paper Presentations
16Final Exam
Recommended or Required Reading
• Kotler, Philip, Kevin Keller (2009), Marketing Management, 13/E, Prentice Hall • Kerin Roger, Robert Peterson (2010), Strategic Marketing Problems: Cases and Comments, 12/E, Prentice Hall • Doyle, Peter, Phil Stern, Marketing Management and Strategy, 4/E , Prentice Hall
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Practice212
Seminar144
Individual Study for Mid term Examination15230
Individual Study for Final Examination30260
Reading14228
TOTAL WORKLOAD (hours)176
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
LO15454554545
LO24454554444
LO35454554444
* 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