1	Course Title:	MARKETING STRATEGIES
2	Course Code:	IIS4202
3	Type of Course:	Optional
4	Level of Course:	First Cycle
5	Year of Study:	4
6	Semester:	8
7	ECTS Credits Allocated:	6
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	No
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Yrd.Doç.Dr. FİLİZ EREN BÖLÜKTEPE
16	Course Lecturers:
17	Contactinformation of the Course Coordinator:	Yrd. Doç. Dr. F.Eren BÖLÜKTEPE İnegöl İşletme Fakültesi İşletme Bölümü 224 294 26 95 eboluktepe@uludag.edu.tr
18	Website:
19	Objective of the Course:	The objective of this course is to familiarize you with a strategic thought-process. During the course we will discuss how an organization can create dynamic strategies that are responsive to changing conditions.
20	Contribution of the Course to Professional Development

21

Learning Outcomes:

1 By the end of the course, students will be able to:Analyze relationships between marketing strategy and marketing process; 2 Define the environmental factors affecting marketing; 3 Develop marketing strategies according to the strategies alternatives; 4 Develop a marketing plan that creates competitive advantages ;

22	Course Content:

Week	Theoretical	Practical
1	Strategic marketing approach and its development progress
2	The effects of globalization on marketing strategies.
3	An overview of marketing strategy development process
4	Data minning and data collection techniques for marketing strategy
5	Introduction to marketing plan: Sample marketing plan, contents of a marketing plan
6	Mission, Values, and Vision Statements, (SWOT) Analysis
7	Marketing implementation: Sectoral analysis,
8	Customer analysis and positioning strategies
9	Case studies on marketing strategy: BMW's marketing strategy in India, McDonald's in France
10	Marketing implementation: Pricing strategy, product strategy, branding and packaging strategy
11	Marketing implementation: Promoting strategy
12	Case studies on marketing plan: Turkish Airlines, Southwest Airlines, Virgin Atlantic Airlines
13	Marketing implementation: Distributing strategy
14	Marketing control: Operating and strategic control

23	Textbooks, References and/or Other Materials:
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	0	0
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	1	26	26
Others	0	0	0
Final Exams	1	40	40
Total WorkLoad			150
Total workload/ 30 hr			5
ECTS Credit of the Course			5

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

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High