BA5722 MARKETING STRATEGY
| Course Code: | 3125722 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 8.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Graduate |
| Course Coordinator: | |
| Offered Semester: | Fall or Spring Semesters. |
Course Objectives
This course focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage against competitors. The course is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognizes the emergence of new potential target markets born of the recession, increased concern for climate change and disruption from on-going technological advances. It points out ways in which firms can differentiate their offerings through the recognition of environmental and social concerns and innovation. Topics examined include service quality and relationship marketing, networks and alliances, innovation, internal marketing and corporate social responsibility. Emphasis is placed on the development of dynamic marketing capabilities, together with the need to reassess the role of marketing in the organisation as a critical process and not simply as a conventional functional specialization.
Course Content
The course is designed to integrate and extend fundamental marketing concepts and apply them to business problems. Focus is on studying strategic issues relating to selection of business and segments in which to compete and how to spread resources across products and elements of the marketing mix. Case and simulation methodologies are employed.
Course Learning Outcomes
Upon successful completion of this course, students should be able to:
Course Specific Skills:
1. Understand the fundamental changes that are taking place in how marketing operates in organizations
2. Understand the market-led approach to strategic management and the framework for developing marketing strategy
3. Understand the competitive environment in which the company operates and draws specifically on recent changes brought about by recession and concerns for sustainability
4. Learn the techniques available for identifying market segments (or potential targets) and current (and potential) positions
Discipline Specific Skills:
5. Understand how to create a sustainable position in the marketplace.
6. Knowledge about strategic customer management and corporate social responsibility
7.Knowledge about Strategic alliances and networks and internal marketing
8.Be sensitized to competition for the second decade of the 21st century
9.Identify the major changes taking place in markets, the necessary organizational responses to those changes and the competitive positioning strategies that could form the cornerstones of effective future marketing.
Personal and Key Skills:
10. Critical thinking
11. Teamwork
12. Presentation
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of synthesizing the knowledge that they attained in the area of business administration with the knowledge base that they developed in their undergraduate specialisms. | ✔ | |||
| 3 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 4 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 5 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they developed in diverse fields efficiently. | ✔ | |||
| 6 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 7 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 8 | They know methods of performing efficient teamwork. | ✔ | |||
| 9 | They are capable of understanding and synthesizing academic and scientific research in their areas and able to transform such research into useful knowledge. | ✔ | |||
| 10 | They have competence in all of the stages of scientific research and processes. | ✔ | |||
| 11 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 12 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 13 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values. | ✔ | |||
| 14 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution