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Program Type: 
Thesis
Course Code: 
DBA 642
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
10
Course Language: 
English
Course Objectives: 
This course offers a strategic perspective of marketing management, focusing on the process of developing a marketing strategy and designing an optimal marketing mix to carry out the chosen strategy. Specifically, this course aims to:

–introduce the key elements of marketing strategy
–provide a sound framework for problem analysis and action planning
–sharpen your leadership, analytical, and communication skills.

 

Course Content: 
The course contains to explain setting product strategy, designing and managing services, developing pricing strategies and programs, managing integrated marketing channels, managing mass communications: advertising, sales promotions, events and experiences, and public relations, managing a holistic marketing organization for the long run.
Teaching Methods: 
1:Lecture, 2:Question-Answer, 3:Discussion Method 4. Case Study 5. Workshop 6. Problem Solving Method
Assessment Methods: 
A: Exam, B: Homework, C:Presentation, D: Project

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Program Learning Outcomes Teaching Methods Assessment Methods
1) At the end of this course, students will be able to develop marketing strategies,   1,2,3 A,C
2) understand the environment in which a company operates and identify opportunities and threats,   1,2,3 A,C
3) ) identify and solve marketing problems,   1,2,3 A,C
4) develop marketing mix strategies and actionable marketing plans.   1,2,3 A,C

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Addressing Competition and Driving Growth Related chapters
2 Setting Product Strategy Related chapters
3 Designing and Managing Services Related chapters
4 Introducing New Market Offerings Related chapters
5 Developing Pricing Strategies and Programs  
6 Designing and Managing Integrated Marketing Channels Related chapters
7 Managing Retailing, Wholesaling, and Logistics Related chapters
8 Midterm Exam  
9 Designing and Managing Integrated Marketing Communications Related chapters
10 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Related chapters
11 Managing Digital Communications: Online, Social Media, and Mobile. Related chapters
12 Managing Personal Communications: Direct and Database Marketing and Personal Selling. Related chapters
13 Managing a Holistic Marketing Organization for the Long Run Related chapters
14 Exercises Case studies
15 Exercises Case studies
16 Final Exam  

Recommended Sources

RECOMMENDED SOURCES
Textbook Philip Kotler & Kevin Lane Keller (2016) Marketing Management, Pearson, Global Edition 15, ISBN-13: 978-1-292-09262-1
Additional Resources Instructor assigns journal articles.

Material Sharing

MATERIAL SHARING
Documents Power point presentation related to all concepts discussed in the class.
Exams One Midterm Exam, One Final Exam

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Midterm 1 40
Final 1 60
Total   100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5  
1 Ph.D. candidates gain knowledge and skills to interpret and criticize many theories, models, and paradigms related to different perspectives that developed in the fields of business (organization and administration, organization behavior, marketing, finance, human resources, production technology, etc.)  and social sciences and evaluation of scientific studies and research presented at scientific meetings     X      
2 Ph.D. candidates learn to track and interpret the changes, innovations and developments in business administration or in other fields of social sciences, and as practitioners determine the organizational and managerial problems, create innovative solutions in the light of this information.         X  
3 Ph.D. candidates gain knowledge, ability, and responsibility to carry out unique scientific and academic researches independently or in partnership with other researchers in the field of social sciences, and to publish the research results in forms of book, article, report and to present for discussing in scientific areas.     X      
4 Ph.D. candidates become managers based on ethical issues, leaders, or academicians who have consciousness of a sustainable environment, social responsibility and active citizenship in the scientific environment in the university, in the close relationship with outstanding faculty members, selected guest speakers and the teammates who they are educated together.       X    
5  Ph.D. candidates learn that the employees of the national and international organizations they manage come from different backgrounds and culture, cultural conflicts occur in mergers and cross-country mobility of the labor force, in a scientific environment and evolve as successful managers and leaders  who can manage cultural differences.       X    
6 Ph.D. candidates gain leadership qualifications to make rational decision-making for long-term strategic planning and application of plans in the organizations they work.     X      
7 Ph.D. candidates learn that strategic management is teamwork and results can be achieved only by working as teams.       X    
8 Ph.D. candidates learn that information developed in different fields of social sciences complete each other and in scientific studies, having multidisciplinary approach and viewpoint is inevitable.       X    
9 In long-term doctoral studies, Ph.D. candidates prepare papers and presentations in English and they criticized for improvement of their studies, they gain effective communication skills in both their native language and in English.         X  
10 Ph.D. Candidates experiences how rapid is production and development of information in social sciences and in business administration and learn that life-long learning is inevitable.       X    

ECTS

 

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 5 80
Mid-term 1 4 4
Assignment 16 8 128
Final examination 1 4 4
Total Work Load     264
Total Work Load / 25 (h)     10,56
ECTS Credit of the Course     10