ECTS - Strategic Marketing Management

Strategic Marketing Management (MAN602) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Strategic Marketing Management MAN602 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Ph.D.
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Question and Answer.
Course Coordinator
Course Lecturer(s)
  • Prof. Dr. M. Mithat ÜNER
Course Assistants
Course Objectives To teach the process of strategic marketing in detail.
Course Learning Outcomes The students who succeeded in this course;
  • Identify and apply strategic marketing process and its stages.
  • Plan marketing processes regarding its general topics
Course Content Functional development of marketing in business and the evolution of the marketing concept, its relation with other sciences, the contribution of marketing science to strategic competition, new approaches on marketing components on basis of varying perspectives on marketing science.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Introduction
2 Strategic marketing planning process Chapter 1 page:2
3 External environment analysis Chapter 2 page:28
4 Internal environment analysis Chapter 2 page:32
5 Customer environment analysis Chapter 2 page:32
6 SWOT Analysis Chapter 2 page:32
7 Marketing Strategy Chapter 1 page:9
8 Midterm Exam
9 Positioning and repositioning Chapter 3 page:63
10 Competitive Positions and strategies Chapter 3 page:63
11 Market segmentation and target market selection Chapter 3 page:63
12 Product strategies Chapter 5 pages:133-153
13 Price strategies Chapter 6 pages:155-169
14 Place strategies Chapter 7 pages: 171-189
15 Promotion strategies Chapter 4 pages:93-130
16 Final Exam


Course Book 1. Karen Beamish & Ruth Ashford, CIM Coursebook 06/07 Marketing Planning Paperback, 2006
Other Sources 2. Philip Kotler & Gary Armstrong, Principles of Marketing, 2013

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 1 10
Presentation 1 10
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 40
Final Exam/Final Jury 1 40
Toplam 4 100
Percentage of Semester Work
Percentage of Final Work 100
Total 100

Course Category

Core Courses
Major Area Courses X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review.
2 2. To be aware of research ethics. X
3 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context. X
4 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. X
5 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business. X
6 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. X
7 7. To be able to master the basic concepts and methods in the field of general business administration. X
8 8. To be able to dominate the academic literature and international developments in the field of general business administration. X
9 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods. X
10 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values X
11 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use initiative in problem solving X

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class 14 1 14
Presentation/Seminar Prepration 1 10 10
Homework Assignments 1 15 15
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 20 20
Total Workload 127