Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
2İŞL665Marketing Strategies3+0+03826.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Doctorate's Degree
Department / Program Business (PhD)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course Defining strategies that will create a competitive advantage within market conditions while businesses carry out their marketing activities as a whole.
Course Content Understanding marketing concepts; learning about market types and environmental factors; strategic marketing planning; grasping the 4P strategies—the elements of the marketing mix; and sales force strategies.
Course Methods and Techniques Lecture
Discussion
Case Study
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. Burhan Akyılmaz
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources 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, 2. Baskı, Beta Basım Yayın, İstanbul, 2012


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
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 2 30
Hours for off-the-c.r.stud 15 6 90
Assignments 1 30 30
Mid-terms 1 60 60
Final examination 1 30 30
Total Work Load   Number of ECTS Credits 8 240

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Developing an understanding of how businesses can manage their products/services within market conditions
2 Analyzing the marketing challenges that businesses may encounter within their sectors and developing proposed solutions for these challenges
3 Explaining the concept of a brand in businesses and understanding the branding process
4 The ability of businesses to analyze their business environment
5 Understanding pricing strategies and how to manage pricing
6 Understanding how businesses can achieve the most effective marketing organization
7 Understanding how to manage the customer within market conditions
8 Learning how to monitor market conditions in relation to the effectiveness of marketing activities

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction to the lesson There is no need to prepare.
2 The Marketing Concept and the Marketing Environment Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
3 Marketing Planning Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
4 Strategic Marketing Planning Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
5 Market Share Strategies Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
6 Competitive Strategies Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
7 Product and Product Differentiation Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
8 MIDTERM EXAM WEEK
9 Strategic Product Segmentation Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
10 Product Strategies Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
11 Price and Pricing Strategies Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
12 Distribution Strategies and Distribution Channels Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
13 Promotion and Advertising Strategies Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
14 Sales Force Strategies Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material
15 Marketing Research Techniques Reviewing the relevant section in the textbook, in conjunction with the previous week ` s material

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 3 3 3 4 3 3 4 4
C2 4 3 4 3 4 4 4 4 5
C3 5 3 4 5 3 4 5 3 4 5
C4 5 3 3 5 3 5 4 4 5 4
C5 5 3 4 3 4 5 4 4 5
C6 4 3 4 5 5 4 4 4 5
C7 4 5 5 3 3 4 4 5 3
C8 5 5 4 5 4 4 5 5 5 5

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant