1	Course Title:	MARKETING STRATEGIES
2	Course Code:	ISL4316
3	Type of Course:	Compulsory
4	Level of Course:	First Cycle
5	Year of Study:	4
6	Semester:	8
7	ECTS Credits Allocated:	7
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. MURAT HAKAN ALTINTAŞ
16	Course Lecturers:	Prof. Dr. Murat Hakan Altıntaş Doç. Dr. Erkan ÖZDEMİR Doç. Dr. Çağatan Taşkın
17	Contactinformation of the Course Coordinator:	Uludağ Üniversitesi, İ.İ.B.F. İşletme Bölümü, Görükle, Bursa, 16059 mhakan@uludag.edu.tr
18	Website:
19	Objective of the Course:	Show how to manage the marketing process as a whole in market conditions and to show implications that can create competitive advantage for firms.
20	Contribution of the Course to Professional Development

21

Learning Outcomes:

1 Understanding how businesses manage their products/services in market conditions; 2 Analyzing marketing problems that businesses can face in their sectors and propose possible solutions; 3 Explaining 'brand' term and understanding the branding process for businesses ; 4 Analyzing the business environment; 5 Pricing strategies and pricing management; 6 Understanding how the most effective marketing organization take place; 7 Understanding how customers can be managed in market conditions; 8 Learning how market should be monitored parallel to efficient marketing activities;

22	Course Content:

Week	Theoretical	Practical
1	Marketing Concepts
2	The Marketing Environment
3	Marketing Planning
4	Strategic Marketing Planning
5	Market Share Strategies
6	Competition Strategies
7	Product and Product Differentiation
8	Strategic Product Segmentation
9	Product Strategies
10	Price and Pricing Strategies
11	Distribution Strategies and Distribution Channels
12	Promotion and Advertising Strategies
13	Sales Force Strategies
14	Methods Of Marketing Research

23	Textbooks, References and/or Other Materials:	O. C. Ferrell, Michael D. Hartline, Marketing Strategy, 3rd Ed., Thomson South Western, Ohio, 2005, Philip Kotler ve Kevin Lane Keller, Marketing Management, 13 th. Ed., Upper Saddle River, New Jersey: Pearson Prentice Hall, 2009. Ömer TORLAK, Remzi ALTUNIŞIK, Pazarlama Stratejileri Yönetsel Bir Yaklaşım, 2nd Edition, Beta, İstanbul, 2012
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course
Information

25

ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	3	42
Practicals/Labs	0	0	0
Self Study and Preparation	14	3	42
Homeworks, Performances	0	15	15
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	1	45	45
Others	1	10	10
Final Exams	1	50	50
Total WorkLoad			204
Total workload/ 30 hr			6,8
ECTS Credit of the Course			7

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 4 4 0 0 0 0 0 5 0 0 0 4 LO2 3 5 4 0 0 0 0 5 0 0 0 4 LO3 0 0 4 5 0 0 0 5 0 0 0 4 LO4 0 0 4 0 0 0 0 5 0 0 0 4 LO5 0 0 0 0 0 0 0 5 0 0 0 4 LO6 5 0 4 0 0 0 0 5 0 0 0 4 LO7 0 3 3 4 0 0 0 5 0 0 4 4 LO8 4 4 0 0 0 0 0 5 0 0 0 4

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High