Course Details Language of Instruction Turkish Level of Course Unit Bachelor's Degree Department / Program Business Administration Type of Program Formal Education Type of Course Unit Compulsory Course Delivery Method Face To Face Objectives of the Course The aim of this course is to enable students to analyse market conditions and the competitive environment and develop marketing strategies that create competitive advantage. Students are expected to evaluate strategic marketing planning, product and brand management, pricing, distribution, promotion and sales force decisions in an integrated manner and propose practical solutions to marketing problems. Course Content The marketing concept and marketing environment; marketing planning and strategic marketing planning; market share and competitive strategies; product differentiation and strategic product segmentation; product and brand strategies; pricing strategies; distribution channels and distribution strategies; promotion and advertising strategies; sales force strategies; customer management and marketing research techniques. Examination of marketing problems through business cases and discussion of strategic solutions. Course Methods and Techniques Lectures, question-and-answer sessions, classroom discussions, case studies and comparative analysis of business marketing strategies. Prerequisites and co-requisities None Course Coordinator None Name of Lecturers Associate Prof.Dr. BURHAN AKYILMAZ Assistants None Work Placement(s) No Recommended or Required Reading Resources Course Notes Lecture notes and presentations prepared by the instructor; selected chapters from Marketing Strategy by Ferrell and Hartline, Marketing Management by Kotler and Keller, and Pazarlama Stratejileri: Yönetsel Bir Yaklaşım by Torlak and Altunışık; case studies and selected readings on marketing strategies.